What do you believe is the greatest threat to your business?
Monday, February 2nd, 2015
on behalf of Scottish Business Resilience Centre
Multi-platform Edinburgh PR experts raise SBRC ‘Insider Threat’ profile
There is an exceptionally strong argument that it could actually be your own staff, even that trusted PA who knows the inner workings of your business.
In line with an ambition to ‘create a secure Scotland for business to flourish’, the Scottish Business Resilience Centre has set out the first national initiative to combat the ‘insider threat’. A key part of this drive is the conference on February 12th, featuring a host of guest speakers and exhibitions and taking place at the RBS Conference Centre in Edinburgh.
The SBRC is a unique organisation comprising of contributions and secondments from Scottish Government, Police Scotland, Scottish Fire and Rescue, major banks, industries, investors and private members.
So where did such an important and lofty organisation turn when they wanted to publicise pre-event?
Why of course they wisely chose our award-winning Edinburgh PR Agency! So we will not explain what we did, why we did it and how it benefits an organisation like the SBRC.
The PR plan
Making full use of our extensive pool of Scottish PR talent, a multilateral strategy was put in place to raise awareness of the Insider Threat conference. First of all we filmed a promotional HD video with deputy director Brian Gibson, including an informative interview.
The video was instantly uploaded to the SBRC homepage. There is a great advantage in having well optimised video on your homepage – it ranks incredibly well in search engines, especially Google and we can ensure your videos on YouTube perform well for your key search terms. Video makes your website instantly more interesting and engaging, with visitors far more likely to view video content than download and read Word documents or PDFs.
It was then time to target the traditional media. Working directly with the SBRC team, we were able to calculate a realistic estimate for fraud in Scotland. With this figure, and the claim that the majority of fraud is now committed from within organisations – we were able to create an eye-catching leading line for our press release:
“Fraud in Scotland to exceed £3bn in 2015 – with the offender in plain view.”
The article generated a great deal of press attention – with news of the Insider Threat initiative and event reaching the Scotsman, Herald, Scottish Sun and Daily Record – and a total circulation of roughly 580,000 readers.
Further to this – vital online business titles picked up on the story – ensuring a wide spread of coverage across a variety of platforms – which we go into further detail in our media coverage post.
So how does this benefit the SBRC?
By creating the Insider Threat initiative the SBRC are – for the first time ever in Scotland – tackling something that is a real issue for all businesses, from multinational banks to start-ups.
In tasking Holyrood PR with the job of raising publicity before the Edinburgh conference, it is hoped that more there will be an increased take-up of places.
By achieving coverage in the national papers and featuring across online business news titles, our Scottish PR agency has guaranteed that it will alert the attention of business owners and directors across the nation.
Find out how your business can benefit from our Scottish PR Agency’s expertise
We offer a variety of services – to boost your bottom line, get in touch by calling us on 0131 561 2242 or by filling out the contact form:
Chris Fairbairn is an Account Director with award-winning public relations agency Holyrood Partnership. 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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