Purpose. Sprint 52 fills the Media & PR pack gap named in marketing-backlog-v2 §5: LWD had scattered media-kit fragments (a public /media-kit stub, a /spokesperson one-pager, a /press/launch draft) but no cross-cutting PR pack that a non-PR operator could deploy under time pressure. Sprint 52 ships that pack — a press-release template, a spokesperson brief, a media-kit refresh, and this operator brief. Backlog items: BL-15 (press release template) + BL-16 (spokesperson brief) + BL-17 (media kit refresh).
Not calendar-locked. Sprint 52 is post-launch and pre-EOFY. It exists so LWD is ready when the trigger fires — DGR grant, Palliative Care Week, Board interview opportunity, policy consultation moment. The success signal is not a ship date; it is a documented 30-minute-response to the first media inquiry that lands.
Companion documents. Press release template (BL-15) · Spokesperson brief (BL-16) · Media kit refresh (BL-17).
Contents
1. Deliverables
Sprint 52 shipped four internal working documents (all noindex). All four are hand-off-ready.
Press release template Shipped
BL-15. Press release template with three modular headings (NEWS · QUOTE · BOILERPLATE) and eight pre-approved topic boilerplate paragraphs. Every boilerplate variant carries ABN, ACN, ACL 387398, and the mediation disclosure. Includes: copy-paste release skeleton, eight topic boilerplates (general / DGR-milestone / Y1-outcomes / health-partnership / palliative-week / corporate / policy / beneficiary-story), contact block, embargo & distribution discipline, voice discipline (adjective-free vs adjective-string), 16-cell acceptance matrix, worked example (DGR-granted announcement).
URL. /press-release-template · short URLs /press-template, /press-release.
Spokesperson brief Shipped
BL-16. Spokesperson brief with three-hard-questions rehearsal (including the ASIC/ACL boundary question, the efficacy / no-guarantee question, and the beneficiary-selection question), five approved lines, five bridges, and one “we do not comment on…” list of seven topics. Includes: stance discipline, format-specific notes (print / radio / TV / podcast), 16-criterion rehearsal sign-off matrix, fallback phrase for no-comment topics.
URL. /spokesperson-brief · short URL /spokes-brief.
Media kit refresh Shipped
BL-17. Media kit with five bios (co-founder / Board Chair / Treasurer / Health Director / CMS MD), each in three lengths (short 30w / medium 75w / long 150w). Three general boilerplate variants (short 25w / medium 60w / long 130w). Logo pack references (six variants: primary SVG + PNG, reverse, mono, wordmark, style guide). Y1 audited factsheet. Imagery pack (headshots + context + infographics + b-roll, explicitly excluding beneficiary imagery). Eight-row interview-request routing table with SLAs. Change-control table for what stays / changes / leaves.
URL. /media-kit-refresh · short URL /media-2027.
Operator brief (this document) Shipped
The read-this-first operator layer. Enumerates four deliverables, 16-criterion acceptance matrix, 7-framework compliance envelope, 6-item risk register, SLA table, and hand-off to Sprint 53.
URL. /media-pack-brief · short URLs /pr-brief, /media-brief.
2. Acceptance matrix
All 16 criteria are green before Sprint 52 closes. Each maps to one gate.
| # | Criterion | Gate |
|---|---|---|
| 1 | All 4 pages carry the standard compliance boilerplate (Life Without Debt Ltd · ACN: pending · ABN: pending · ACNC registration pending · complaints via /enquire · Privacy Policy link). | G1 |
| 2 | Press release template §3: all 8 topic boilerplates carry ABN, ACN, ACL 387398, and the mediation disclosure. (Acceptance criterion per backlog-v2 §5.) | G2 |
| 3 | Media kit refresh §2: all 3 boilerplate variants (short/medium/long) carry the same 4 markers. | G2 |
| 4 | Media kit refresh §1: all 5 bios’ long variants reference ACL 387398 and the licensed-provider structure. | G2 |
| 5 | Spokesperson brief §2: the three-hard-questions include the ASIC/ACL boundary question (Q1). (Acceptance criterion per backlog-v2 §5.) | G2 |
| 6 | Spokesperson brief §5: no-comment list includes named individual beneficiaries, specific creditors, political parties, other charities, speculative future numbers, personal/private matters, ongoing legal/regulatory matters. | G1 |
| 7 | Voice discipline: no press-release paragraph reads like fundraising CTA copy. Adjective-string language explicitly proscribed in voice-discipline tables. | G3 |
| 8 | Beneficiary-story guardrails: (a) no beneficiary imagery in the pack, (b) beneficiary-story interview requests route to Board (not spokesperson), (c) Boilerplate 8 requires written informed consent + CMO sight-check before use. | G3 |
| 9 | Press release template §4: interview-request routing table with 6 request-types + SLA. | G4 |
| 10 | Media kit refresh §5: interview-request routing table with 8 request-types + SLA (supersedes press release template §4 as authoritative once media kit is live). | G4 |
| 11 | Awareness funnel weighting: pack is authored as top-of-funnel material (news, not appeal); no donation CTAs embedded in press-release or bio text. | G4 |
| 12 | SLA discipline: media@ inbox commitments named with specific hours (4 business / 2 business / 24 hours / 48 hours). Not aspirational. | G4 |
| 13 | PR industry best-practice: three-modular-heading release structure aligns with IABC, PRIA, and CIPR conventions for evidence-first releases. | G5 |
| 14 | Rehearsal discipline: spokesperson brief specifies 24-hour-in-advance rehearsal + Q1/Q2/Q3 out-loud requirement (industry best-practice for high-stakes interviews). | G5 |
| 15 | Change-control: media kit refresh §6 names 10 elements with stays / changes / leaves triggers. Registrations pending statement retires the day registration is confirmed. | G5 |
| 16 | Audit clean: pages ship with 0 findings against the 41-rule audit corpus (audit run scheduled #43 — target 134 pages · 0 findings). | G2 |
3. Compliance envelope
Sprint 52 material is checked against seven frameworks. Each check point below is embedded in one of the four pages.
| Framework | What it requires | Where satisfied |
|---|---|---|
| ASIC RG 96 (unsolicited credit / representations) | No misleading claims about debt outcomes. No implied guarantee. Licensed-provider structure named clearly. | Every boilerplate variant carries the mediation disclosure. Spokesperson brief §2 Q2 rehearses the “we do not claim debt wipe” answer. Voice discipline table (press-release §6) proscribes “LWD wipes debt” language. |
| ACNC governance standards | Public representations align with charitable purpose. No misuse of ACNC status. | Boilerplate consistently describes LWD as a PBI; ACNC registration status stated as pending until confirmed. Change-control (media-kit §6) requires same-day update on confirmation. |
| Privacy Act 1988 · APP | Beneficiary information not disclosed. Media not offered beneficiary contact details. | No beneficiary imagery in media kit. Beneficiary-story routing (all three pages) goes to Board, not spokesperson. Boilerplate 8 requires written informed consent before use. |
| Defamation law (Aus) | No specific-creditor comment. No comparison against other charities that could imply lesser conduct. | Spokesperson brief §5 no-comment list explicitly names both (rows 2 & 4). Bridge B3 provided for “other charities” questions. |
| Consumer Credit (NCCP) | LWD does not represent itself as a credit-service provider. CMS’s ACL is unambiguously stated. | ACL 387398 appears in every bio long-variant, every boilerplate variant, and every no-guarantee statement. Spokesperson brief Q1 rehearses this answer. |
| Fundraising Institute of Australia Code | Truthful reporting. No unaudited numbers as fact. Beneficiary dignity preserved. | Factsheet (media-kit §4) restricts to Y1 audited numbers. Outcome caveat mandatory. Beneficiary imagery excluded. |
| WCAG 2.2 AA (accessibility) | Contrast, semantic structure, skip-link, no reliance on colour alone. | Skip-link on every page. Colour-plus-icon in status pills. Graphite/slate palette WCAG-AA against cream. |
4. Risk register
Six risks identified for Sprint 52 material. Each carries likelihood, impact, mitigation, and recovery.
R1 · Spokesperson deviates from §3 approved lines under pressure HIGH likelihood
Impact. Off-message quote in national coverage. Damage to LWD’s licensed-provider-structure story. Correction-request friction.
Mitigation. Rehearsal discipline (24 hours in advance, out-loud) enforced by acceptance-criterion #14. Spokesperson brings §3 (five lines) and §5 (no-comment) on paper into the room. CMO sight-check within 24 hours before interview.
Recovery. Post-interview 3-line note within 4 hours (criterion #16). CMO triage. Correction-request to outlet if factual error made (media-kit §5 routing).
R2 · Journalist requests beneficiary quote or story mid-interview HIGH likelihood
Impact. Under time pressure, spokesperson agrees to source a beneficiary. Privacy Act breach if consent not properly obtained. Long-tail damage to referrer trust.
Mitigation. Spokesperson brief §5 no-comment list top item is “named individual beneficiaries”. Fallback phrase practiced. Media-kit §5 routing table routes beneficiary-story requests to Board (not spokesperson).
Recovery. If the request is agreed in error, Board over-rides via media@ within 4 hours. Beneficiary consent process (existing) applies; no shortcut for journalist deadline.
R3 · Registration status changes mid-cycle (DGR grant, ACNC confirm) MEDIUM likelihood
Impact. Pack ships with “pending” language on a page that’s now inaccurate. Boilerplate variants scattered across four pages fall out of sync.
Mitigation. Change-control table (media-kit §6) names the 10 elements requiring same-day update on trigger. Sprint 53 opens with an audit re-run to catch this.
Recovery. Cross-file search-and-replace on the four Sprint-52 pages. Boilerplate 2 (DGR-milestone) supersedes as default for 3 months post-grant.
R4 · Placeholder bios sent to journalist verbatim MEDIUM likelihood
Impact. Journalist receives bio with [placeholder — CMO sight-check] marker. Embarrassment. Story lands with a Wikipedia-style [citation needed] feel.
Mitigation. Media-kit §1 warn-callout: “Placeholder bios must never be sent verbatim.” Standing Order #5 sight-check required before release. Interview-request routing (§5) forces every bio through CMO before send.
Recovery. If sent in error, follow-up correction email within 30 minutes. Correction-request via media@ if journalist has already committed to publication.
R5 · Boilerplate 8 (beneficiary story) misused as a general boilerplate MEDIUM likelihood
Impact. Operator under deadline reaches for Boilerplate 8 for a general story that does not involve a specific beneficiary. Governance overhead triggered unnecessarily.
Mitigation. Press-release template §3: Boilerplate 8 governance note (dual-signature requirement: beneficiary consent + CMO sight-check). Warn-callout immediately after Boilerplate 8.
Recovery. Compliance-agent pre-flight check catches misuse before distribution (acceptance criterion #6 & #14).
R6 · Media kit refresh diverges from public /media-kit page over time LOW likelihood
Impact. Journalist consults the public /media-kit page and finds outdated numbers or bios. Internal refresh at /media-kit-refresh has current versions but is not linked publicly.
Mitigation. Media-kit §6 change-control table is the same list of triggers for both surfaces. Sprint 53 opens with a reconciliation check between the two pages. Ops-review protocol (below in §5).
Recovery. When Y2 numbers publish, both pages update same day; audit run catches drift.
5. SLA (operational commitments)
- First media inquiry response: Within 30 minutes of media@ inbox receipt during business hours. Auto-acknowledgement + duty-spokesperson routing.
- Spokesperson interview rehearsal: Within 24 hours before any on-record interview. Three-hard-questions answered out loud (acceptance criterion #14).
- Compliance sight-check (pre-release): Within 4 business hours of release draft submitted to compliance-agent.
- CMO sight-check (pre-release): Within 4 business hours of release draft (parallel to compliance).
- Beneficiary-story request routing: Within 24 hours to Board (not spokesperson). Decline default unless written consent already held.
- Post-interview follow-up note: Within 4 business hours of interview end. 3-line note to media@ (topic, what was said, any follow-ups owed).
- Change-control refresh (on registration trigger): All 4 Sprint-52 pages updated same day as registration confirmation.
- Ops-review reconciliation (public /media-kit vs internal refresh): Every 90 days. Reconciliation report filed to media@ archive.
6. Hand-off to Sprint 53
What Sprint 53 inherits. A working Media & PR pack that answers a journalist inside 30 minutes. Four pages (press-release template · spokesperson brief · media kit refresh · this operator brief). Every boilerplate variant carries ABN, ACN, ACL 387398, and the mediation disclosure. Spokesperson brief rehearses the ASIC/ACL boundary question. Change-control ready for registration triggers.
What Sprint 53 opens. EOFY appeal + 5-touch email sequence (BL-02 re-run). Timed for mid-March 2027 authoring → April–June execution → Palliative Care Week PR (late May) which uses this pack’s Boilerplate 5 and any of the five bios approved for palliative-care coverage.
Handshake with Sprint 51 (retention). Retention infrastructure runs silently in the background across the EOFY period. Sprint 53’s new donor acquisitions feed into Sprint 51’s stewardship touchpoints from T1 (welcome, within 4 hours) forward. The two sprints compound.
Post-Sprint-53 sequencing (from launch-window-plan §post-launch). Sprint 54: EOFY execution. Sprint 55–56: EOFY close + Palliative Care Week PR (Room F re-hero). Sprint 57+: P2 backlog burn begins (Room D Government, Room E Bequests, Room G International, beneficiary wizard, corporate matched-giving, bequest solicitor pack, lapsed-donor reactivation).