Biting down on conmen after PR campaign puts crime busting on the menu
Sunday, February 22nd, 2015
Steady diet of media coverage is upsetting for crooks, computer hackers and counterfeiters
WHEN you need to cut through the noise in the business world and get your messages across, how do you do it with impact – making sure your choice is the most popular on a busy menu?
Even more importantly, how do you manage that with something unpalatable – for instance the likelihood that the people posing the greatest threat to your business may be those you work beside every day?
That’s a message likely to leave a bad taste in the mouth, yet we’ve just worked with Scottish crime busters to ensure it was being eagerly wolfed down by business influencers.
A hugely successful PR campaign delivered a steady diet of news coverage to raise awareness of the worrying threat – bad news for the conmen, thieves and hackers who until now have been working under the radar.
The Scottish Business Resilience Centre (SBRC) has recognised the power of creative public relations campaigns to highlight the need to tackle business-related crime and our Edinburgh PR agency helped ensure the ‘Sold Out’ signs went up at Scotland’s first conference focusing on “insider threat” – the risk posed to businesses from their own devious, unscrupulous or plain careless employees.
The team at SBRC were delighted when we helped generate extensives media coverage ahead of the event. Not only did we deliver those key messages to exactly the right audience, but SBRC also credited our successful Scottish PR campaign for turning the event into a complete sell-out.
Watch the short video below to hear what they had to say – then read on for your essential business guide to making your event a success.
Whether you represent a Government backed security centre or an interior designer, when you host an event you will almost certainly experience night terrors and visions of empty rooms. But with the help of PR experts with the best PR agency in Scotland, you can rest easy.
So how did we ensure the SBRC event was a sell out success? First of all we focused on asking, exactly what is the story?
That allowed us to zoom in on what is a genuinely overlooked and under-reported crime. In fact, we put forward a strong argument indicating that the threat to a business from its staff is potentially the biggest danger to the smooth running and future operation of Scotland’s businesses – after all 88% of fraud comes from within organisations.
For the public relations campaign, the first hurdle we had to overcome was the lack of tangible and relateable case studies. Firms hit hard by their own crooked counter assistants or sly supervisors are unlikely to go public, in fear that they risk damaging their own reputation.
To solve this, we researched the topic extensively, sourcing and stating the genuinely alarming figures and highlighting that the biggest threat to your business comes from within. By stating things so plainly, mainstream press picked up that fear-invoking warning and the coverage across Scotland was extensive.
From there we moved straight onto our next project: to land a first person piece in the Scotsman’s ‘Between-the-lines’ business feature. This allowed us to build on heightened awareness and allowed a platform to inform the reader of the important event.
Once this piece was secured, we lined up an interview with SBRC Deputy Director Brian Gibson, for Radio Scotland’s hugely popular and respected morning business slot. On the morning of the event this made sure the buzz was amplified further.
What’s more we sent along a member of our expert PR team, account executive Chris Fairbairn with videographer Craig Sinclair to the conference where they were greeted by a
sea of suits and a busy but delighted SBRC team.
This isn’t the first time we’ve delivered top notch successes for SBRC. Last year we helped them raise awareness about the huge and damaging problem for honest businesses posed by fake and illicit goods.
That “Faking Bad” campaign was hailed by SBRC Director Mandy Haeburn-Little, who said: “It has been acknowledged by Police, Government and HMRC that this is the single largest piece of media attention that Scotland has ever had on the issue of counterfeiting.”
As a result it won a top PR award for our Edinburgh PR agency, namely the Silver CIPR Pride award for ‘Use of Media Relations’, which was followed by a nomination in the PR Moments “Media Relations Campaign of the Year” category.
There is a reason this hugely important organisation repeatedly turn to our Scottish PR Agency in the run up to events. We have proven on multiple occasions to raise awareness of their important work and to generate the media storm that puts bums on seats at their prized commercially-lucrative events.
BUILD THE BUZZ FOR YOUR CONFERENCE BY ENLISTING OUR EDINBURGH PR AGENCY
Is your business organising an event or launching a new product – and could you use our expert PR services to deliver sell out results like these? Contact us now on 0131 561 2244 to find out how we can help you or fill in the contact form below and we will get straight back to you.
Chris Fairbairn is an Account Director with award-winning public relations agency Holyrood PR. He is part of an expert PR team delivering PR services to a wide range of clients from headquarters in Edinburgh, Scotland.View Chris's Profile
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