In the spotlight

It's not just politicians who want to get their policies in the newspapers or celebrities who court publicity, nursery chains are increasingly using the art of spin to get into the spotlight.

Many chains are now employing specialists to handle their press relations on a national level and training nursery managers to become media savvy and promote their work locally.

'Jigsaw's doors are always open to the media and as an organisation we are ready, willing and happy to talk,' says Josie Jordan, Jigsaw Day Nurseries director of marketing and sales.

'To this end we are in the process of relaunching Jigsaw to all its target media and are encouraging our staff to develop relations with their local media. The kind of media coverage we look for ranges from a profile of Mike McKechnie, Jigsaw's new chief executive, in Director magazine, or a feature on childcare, learning and development in a national newspaper to a photo of a sponsored toddle in the Leicester Mercury.' Good newsThe importance of this positive exposure cannot be overestimated. 'The more publicity we get then the more interest we receive in us as an organisation,' says Fiona Starbuck, marketing manager for Leapfrog Day Nurseries.