The Good and The Bad From Today’s PR in Scotland

by Laura Berry

Monday, June 28th, 2010

Thumbs Up!

Edinburgh’s local football team Hearts have well and truly lived up to their name with this story which ensures that the club finds the back of the PR net.  

The Jambos are set to open a community physio centre that will provide sports therapy to the public with its main focus being on juvenile and amateur sport players.  

It’s a worthwhile service that will allow sports mad Scots to ensure that they are on top of their game and injury free.  The Hearts Community Physio Centre opens on Monday 5th July and the community feeling and all round positive impact that the service will have on getting the residents of Scotland into sport is a catchy story that hit the headlines of many local Edinburgh papers including today’s Edinburgh Evening News.

Physio from those worthy of our footballers – definitely a good bit of PR therapy!

Thumbs Down!

And from hearty PR to PR that tries but when it comes down it their hearts just aren’t in it.   Banking group HBOS are about to embark on a rebranding that will see them become the Bank of Scotland.

The rebranding comes at a time when the public are already sceptical of the country’s banking services and the undisclosed spending of big banking bosses.  Although the rebranding move has the aim of showcasing traditional banking values and persuading customers that the bank is all about ‘relationship banking’, ‘customer empathy’ and ‘expertise’ it seems that some members of the public are wary of the expensive advertising campaign.

One article in the Edinburgh Evening News points out that while this may have all the makings of a PR windfall, it seems that the bank is falling short of its terms and conditions through the fact that it may not necessarily deliver on what it promotes.  The article quotes that the campaign is: “about how the bank wants to be perceived not about what it’s actually going to do.”

Marketing savvy customers are only too aware of the well presented and often subliminal messaging of marketing campaigns. Customers should remind themselves that rather than being a piece of wholesome and deliverable PR, it is a branding campaign and not a promise.


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