Every day’s a school day for the team at our Edinburgh public relations agency

by Scott Douglas

Monday, March 23rd, 2015

We love learning and every day we feed the hungry minds of our team of Scottish PR experts

PR agency continually invest to develop staffYOUR most valuable asset is your mind. What do you put into yours?

All of us knows the western world is on the verge of an obesity crisis because of our junk food diet and sedentary lifestyles. That underlines the importance of eating healthily and exercising regularly.

But it’s just as vital to feed your brain and keep it active to avoid developing a flabby mind. That’s why every day is a school day at our award-winning Edinburgh public relations agency.

Why is this important to your business?

Would you rather put your precious reputation into the hands of a mental couch potato – or someone with the active mind of a budding brain athlete? More importantly, since mental flabbiness is a lot more difficult to spot than a physical pot belly, how can you tell if the PR people you are working with come up to scratch?

If you are using, choosing or changing PR agency, benchmarking your in house PR team or running your own business and working hard to polish your reputation here is one simple tip: Check out the continuous professional development credentials of whoever you are working with.

Trend Spotting, Creative Thinking and Problem Solving in public relations

Team meeting at Holyrood PRAt our Scottish PR agency we already know how a commitment to ongoing learning brings benefits to our clients – because we are ahead of trends, creative in our thinking and adept at problem solving.

Stop us if you’ve heard this before. Everyone says they are committed to continuous professional development (CPD), don’t they?  Well we thought we’d share some of the evidence to show that the expert public relations team at Holyrood PR in Edinburgh practices what it preaches.


1 – Professional Credentials, training and CPD

Logo of the Chartered Institute of Public Relations (CIPR)We pay for everyone in our team to become a member of the Chartered Institute of Public Relations (CIPR) and to sign up to its CPD programme, allowing them to develop skills and knowledge throughout their careers.

Meantime we also give each member of the team a dedicated annual training budget to invest in the skills and professional abilities they most want to explore and develop.

Recently that has seen staff from our public relations agency undergo training on:

  • Building a sustainable social media strategy,
  • Broadcasting media trends
  • Proving the return on investment in social media
  • Making the most of video
  • Using Google Analytics in PR
  • Pitching to political journalists
  • How to create a winning LinkedIn profile
  • Making the most of Twitter and associated tools

Straight away as a result, our clients have reaped real world benefits of the learnings our team has taken away from these courses.

Laura Miller STVFor example, after attending the broadcasting media trends work shop our staff used the tips given to get two of our clients featured on prime time national news and radio programmes, including a interviews on BBC breakfast, BBC radio Scotland and STV news.

The courses our digital team have attended on Google Analytics have also helped us analyse website and social media statistics for our clients overall helping us to ensure we are getting them in front of their intended audiences in every possible way.

However, it hasn’t stopped there. We make sure we grab every opportunity we can to increase our learning, so the team are lined up to attend a number of other training events with the aim of boosting your business profile. These training events include:

  • Developing an effective press release
  • Selling in to the media
  • Running an effective public relations campaign
  • Developing a digital strategy
  • Email marketing for business


2 – On the job training

As important as classroom training and education are, the biggest, deepest and most insightful learning happens in real life, every day – and most of us spend the best part of our day at work.

So, at Holyrood PR in Edinburgh, we have a detailed and hands-on internal training programme for our staff, which starts from the interns and extends to all junior staff. You can see how rewarding our interns find this approach in the blog posts they write about their Award recognition for Holyrood PRexperiences.

Our training has been developed over a decade and sees our senior team working daily to mentor those with less experience. That has helped us steer three staff to win the coveted CIPR Young Communicator of the Year title, with two others shortlisted – the best record of any PR agency in Scotland.


3 – Setting a mental obstacle course

We’re lucky in public relations that every day we are working with clients from widely varied professions and walks of life and that alone keeps us sharp and mentally on our toes.

But there’s still the chance that writing media releases about clients – no matter how varied – could become formulaic. To make sure we never drift into complacency, we set a daily mental obstacle course for ourselves.

Scottish PR guide on choosing PR agencyThat involves reworking all of those stories into blog posts, social media updates and website content, all of which involves working with graphics, photography and video.

Chances are you’ve watched an episode of our weekly YouTube show, Holyrood PR TV, or seen our newsletter, with entertaining PR tips and insights with a slightly different approach – like How to Eat and Elephant, How to Avoid Old Mother Hubbard Syndrome, or the Pitfalls of Being Like Mary Poppins.


The results?

We’ve collected armfuls of awards and earned a reputation as one of the best PR agencies in Scotland for developing young PR talent.

More importantly, among our clients we are recognised for delivering the highest standards of work – all of this a direct result of our commitment to ongoing learning.

It means our PR team is equipped with the skills to deliver our clients maximum media, improve their social media influence, boost website traffic and establish them as industry influencers – always with an eye on ultimately leading to an increase in their bottom line.

Find out more about how we secured slots on prime time news for our clients.


Find out how your business could benefit from our PR expertise

We’d love to help your business find out the amazing benefits that come with a successful public relations campaign.

You can call us on 0131 561 2244 or fill in the simple form below and we’ll get straight back to you.

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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 Partnership, 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.

View Scott's Profile

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