Dentist deal safeguards oral care for Orkney – and earns powerful dental PR

by Scott Douglas

Wednesday, December 18th, 2019

Island practices which transformed dentistry for local people join Clyde Munro group

Dental PR success for Clyde MunroYOU DON’T truly appreciate something until it simply isn’t there anymore. And when it’s gone, it’s usually too late.

That’s why the people of Orkney love their NHS dental services, provided by husband and wife team Scott and Amy Tulloch – because they spent 15 years with a glaring gap where NHS services should have been.

Until the Tullochs launched two practices, islanders could only get NHS dental treatment via the local hospital, and usually only for emergency cases. It’s a memory which still pains the local community.

So, the news that Orkney Dental was being acquired by respected Scottish dental group, Clyde Munro, had to be handled extremely sensitively, particularly to reassure islanders there would be no return to the bad old days.

Fortunately, Clyde Munro works with the dental PR experts at Holyrood PR in Edinburgh – consummate business storytellers with unmatched media credentials.

We worked with the Tullochs to craft the story about their decision to partner with Clyde Munro.

Thanks to our deft handling of the issue, positive media coverage ensued, with a carefully planned cascade of powerful headlines including:

  • An exclusive announcement in the beloved local news title, The Orcadian, the most important and trusted news source for the fiercely independent islanders
  • Vital coverage on BBC Radio Orkney’s broadcast news channels – another highly respected source of information on the islands
  • Valuable coverage in the Press & Journal, the main quality morning newspaper which serves the Northern Isles
  • Extensive positive exposure in Scotland’s most influential business titles – including The Scotsman and the Herald, vital for reaching investors and influencers
  • Further reach in a spate of specialist dental titles, which speak to the all important dentists, nurses, hygienists and other professionals working in the sector

A crucial aspect of the PR rollout was working closely with the editor of The Orcadian to ensure the paper knew it would get the story exclusively and to prevent any rumours being reported in the tight-knit community while the legal terms were still being finalised.

We also ensured the Tullochs had powerful and positive messages to share the community – the couple will still be working in the practices and believe the deal will safeguard they highest quality NHS dental care in Orkney for decades to come.

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Scott Douglas, of public relations agency Holyrood PR in Scotland

Scott Douglas

Scott Douglas is the co-founder of the multi award-winning Holyrood PR, renowned public relations agency in Edinburgh, Scotland.
As well as providing expert PR services in Scotland and the UK, the former journalist heads a team which offers a host of other professional media services.
Those include crisis management PR, photography for business PR, affordable business video, social media campaigns and strategic content planning and delivery for businesses of all sizes.

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