Medavia Media Consultants - Press Coverage

Press Coverage

Exposure to the media can be a bewildering experience for individuals and organisations unused to intense pressure from journalists.

We serve as a “buffer” and mediator allowing journalists controlled access when this is desirable and in line with a strategy agreed with our clients.

In most cases, although by no means all, our clients instruct us to negotiate fees on their behalf for media interviews and appearances. Such remuneration can be for the benefit of either the client or a chosen charity or organisation.

Our prime aim at all times is to protect the interests of our clients.

Some recent work includes:

SUPPORTING THE FIGHT AGAINST PREJUDICE

Sophie Lancaster

When Sylvia Lancaster received a call telling her that her beautiful 20-year-old daughter Sophie and boyfriend Robert had been attacked by a gang of youths last August on their way home from a party, her life was shattered forever. Having suffered brutal injuries which left her almost unrecognisable, Sophie died in hospital. In March, teenager Brendan Harris was found guilty of her murder, following a guilty plea from another member of the gang. That Sophie and her boyfriend were attacked simply for their gothic clothes and hairstyles sent shockwaves through the British press resulting in intense interest from newspapers, magazines, TV and radio. Here, Sylvia tells how Medavia helped her handle that interest…

When I lost Sophie I lost a part of myself that I will never get back. I will never come to terms with her death. After the initial shock I felt helpless – there was nothing I could do to bring my daughter back or rewind the clock; her brutal death seemed so senseless. What I decided I could do was shine a spotlight on the prejudice she and Robert had faced that night and on a daily basis previously, simply for the way they looked. I wanted to try and make sure no one else will ever suffer the way my daughter has done. To do this I needed the media – but it wasn’t until Medavia stepped in that I was able to use the offers that were flooding my way to the very best advantage.

Sylvia Lancaster

As soon as news of Sophie’s attack broke I started to receive countless letters and phone calls from the press, TV and radio. I filed them away but didn’t know quite how to respond. As the trial approached I even had journalists turn up on my doorstep asking me questions that I didn’t know how best to answer. I knew I wanted to tell my story to the very best advantage after the trial, but it was so hard to say no to the constant enquiries. The reporters meant well but they were so determined and persistent. With so much else to cope with and my emotions running high, their demands were a burden I didn’t need. It felt like chaos.

Medavia wrote to me offering their help and I arranged a visit. I told them why I wanted to tell my story and that I wanted to do this after the trial. They promised to field all calls and offers in the meantime, making contact with all interested parties and dealing with their requests for me, so I could concentrate on Sophie’s trial. They even came to court with me on the most difficult days, helping me to field requests from the media there and shielding me from the glare of the cameras. It meant I didn’t have to worry about this side of things – I could concentrate on Sophie and getting justice.

Sophie and boyfriend Rob

After the verdict Medavia wrote me a short statement to read to the press, and then went about organising the very best outlets for my story. With my agreement they worked with newspapers, magazines, TV programmes and documentary makers securing me good financial offers and more importantly the wide coverage I wanted to deliver my message. Medavia’s own journalists even conducted some of the interviews themselves, and it was so nice to tell my story to people I already knew and trusted.

It felt like everyone wanted a piece of me during my ordeal. In the nicest possible way I was being pulled in all directions. Medavia calmed the situation and took control. Ultimately my story was told in the way I wanted, when I wanted. I don’t think I could have achieved that without them.

HEARTACHE AND HOPE

Lisa and Jaimie

For Lisa Roberts, tragedy struck in the cruellest of ways four years ago when her 33 year old husband died of cancer. James Roberts was in the prime of his life and the couple were enjoying their new home with three year old Cameron. Lisa hit the headlines after giving birth to Jaimie -- four years after her husband died -- using sperm he had frozen when he was diagnosed with leg cancer. Lisa explains why she chose Medavia to handle her story…

My world fell apart when I lost James. Three years later I knew it was time to act on an agreement I’d made with him shortly before he died. He had frozen sperm on the advice of his doctor who had told us that the chemotherapy may make him infertile. When we realised he was going to die we agreed I would use the sperm to try to conceive a baby. Incredibly, after spending our savings on IVF, I did conceive, and gave birth to a beautiful daughter, Jaimie.

Lisa and James

As I left hospital to take Jaimie home for the first time, I had no idea what was waiting for me. My mother had contacted our local paper to tell them the news, but I had no idea it would get any real interest. I opened the door to find letters and telegrams from newspapers, magazines and television companies. My answer phone was jam packed with messages and the phone was ringing off the hook. I wanted to tell my story to inspire others in my position, but I didn’t know where to start.

Luckily, I took a call from a consultant at Medavia. He explained how the business worked and offered to handle the enormous amount of press interest that I was receiving. It was an easy decision to place my trust in Medavia. Being at home on my own with a new born baby and with the world’s press on my doorstep could have been a stressful situation, but Medavia fielded all the calls from the media and made my life easy.

They negotiated a string of exclusives in the national press as well as television appearances. At this vital time, Medavia provided me with the space I need to welcome in the newest member of the family, as well as a significant amount of money. My trust was well placed.

MEDAVIA’S ROLE IN THE BIGGEST TRIAL OF THE YEAR

Lesley Molseed

In 1975, the murder of 11-year-old Lesley Molseed on a Yorkshire moor shocked the nation. She had been sexually assaulted and stabbed 12 times. An innocent man was later jailed for 16 years for the crime. Then, in autumn 2007, after the biggest trial of the year, the real culprit, Ronald Castree was finally convicted. The trial though meant Lesley’s family had to face the media onslaught once more. Lesley’s older sister Julie, now 48, explains…

“Working with Medavia – the best thing we have done in 32 years.”

Julie celebrates outside court

When news about Lesley first broke in 1975 we were bombarded by reporters. Their cars would fill the street and photographers would press their lenses against the windows of our home. We had no control back then, and took the stance that we just wouldn’t speak if they asked us questions in the street, but it was all incredibly unnerving, especially as we were so young.

As the years have passed the worldwide press interest in Lesley’s story has renewed at every twist and turn, and we have done very little work with the media – not quite knowing how to make the best of the situation. When Castree was finally arrested in 2006 the press

April reads Medavia statement

bombardment started again. Reporters and agencies would turn up at mum’s sheltered housing, asking to speak with her. Luckily a warden was in place to take cards and letters, but mum would be left in a mound of paper, not knowing who to contact or what to do.

Media frenzy

For a 70-year-old lady trying to come to terms with the fact that the true murderer of her tiny daughter might finally be found, it was an extra burden which she just didn’t need – and couldn’t process. Because the police were also telling us not to talk to the press about the new DNA discoveries connecting Castree to Lesley, we felt extra nervous in the face of reporters’ questions. Everyone had their own agenda and wanted a piece of the pie, and the requests from all sides just kept coming.

Published: 17th November 2007

As the trial drew close we knew after all our experience to expect a media frenzy, and our hearts sunk at the prospect. We agreed we might like to talk about our ordeal – as closure to the past 32 years and to raise some funds for a new memorial to Lesley – but we didn’t know where to start. We didn’t trust the press and knew ultimately any reporter we spoke to wouldn’t have our best interests at heart, however kind they were.

After careful thought we invited a consultant from Medavia to visit us. From that point on they took care of all media enquiries, as well as liaising with the police to arrange how to handle media attention at the court immediately after the verdict. In the last few days a consultant came with us to court and spoke to all the press on our behalf. On the day of the verdict Medavia wrote a statement for us to read on the court steps to waiting reporters and TV crews, in line with police wishes. Because Mum was prepared and confident in what had been written she was able to do this calmly without worry.

Keeping all parties happy

Published: 18th November 2007

Afterwards Medavia shepherded us out of the limelight and dealt with all media demands so that no one approached us. We didn’t have to worry about offending anyone – Medavia kept all parties happy. In our own time in the following weeks they organised deals with newspapers and magazines, TV and radio for us, ensuring we got the best financial offers and that we were happy with the publications. Medavia’s own journalists even did some of the interviews, and it was so nice to tell our story to someone we already knew and trusted.

Ultimately the best thing about it all was to know we had someone fighting our corner. Medavia removed the media pressure from us so we could deal with our own emotions and reactions to the trial in peace. I would recommend them to anyone, they were a godsend. In the 32 years since my little sister Lesley’s disappearance and murder I can honestly say that working with Medavia has been the best thing we have done.

KATHERINE CAMPBELL: WIFE OF THE 'THURSDAY RAPIST'

Katherine & Mark Campbell

Married to a company director, Katherine thought her life with her young child and a second on the way was perfect. Early one morning the police arrived unannounced at their home and arrested her husband Mark. He was later charged and convicted of a series of rapes after a huge trial in which he was dubbed the “Thursday Rapist”. Katherine knew nothing of his crimes. And nothing had prepared her for the intensity of the media attention she was to receive.

The moment the police knocked on the front door in the early hours and dragged Mark away my life fell into chaos. As the days and weeks went on the best I could do was regain some sense of control of my emotions, let alone anything else. So when the letters from

Published: 29th October 2007

newspapers and magazines started pouring through the letter box, and taxis started to arrive with contracts and notes asking me to call, I was at a complete loss. I even started to get paranoid, thinking journalists were parking outside my house. That’s when I received an approach from Medavia.

Published: 27th October 2007

The company sent two senior consultants to see me. I had to trust someone and of the scores of journalists who had been in touch, I decided it should be them. Over a series of meetings, I told them exactly what my greatest concerns were. As I explained how worried I was about press intrusion at the trial and how I feared for the protection of my kids’ identities, they talked me through what I should expect, advising me what to say and how to act along the way. I felt briefed and prepared and knew exactly what to expect.

The verdict

When it came to the trial itself, I was able to ring Medavia when ever I needed to ask for advice, and in the last week a consultant stayed with me in court. It was just nice to know I had back up. On the day of the verdict itself, when I found myself surrounded by journalists, pushing and jostling to get to me, Medavia’s consultant took care of them so I didn’t have to speak at all. There was so much pressure to

Published: 20th October 2007

speak and it was almost like having a body guard with Medavia there – the journalists stayed away and the photographers kept their distance too. And the day after the verdict, when for four hours solid, agencies and journalists came knocking on my door and a stream of taxis and couriers pulled up outside, I was able to give them all Medavia’s card and advise them to speak directly to them. It meant I had space when I most needed it.

Published: 20th October 2007

As a result, when I was finally ready to speak, Medavia was able to arrange deals for me with two newspapers and two magazines. The interviews were organised by Medavia and I didn’t have to deal with that stress at all – I could simply concentrate on my feelings and think about what I wanted to say. I felt in control of the way I was being portrayed and the speed at which everything was happening. For me, after everything I had been through, that was the best thing. I was powerless in every other aspect of the ordeal – but Medavia gave me back my peace of mind in at least one quarter. I couldn’t have done it on my own.

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