AXELOS global best practice – joint venture company created by the UK Government’s Cabinet Office and Capita plc – which develops, enhances and promotes international best practice methods and frameworks including PRINCE2®, MSP® and ITIL® 4.

Metamorphic PR was asked to devise an integrated communications campaign to help promote one of AXELOS’ newest best practice approaches – RESILIA – aimed at improving organizations’ cyber resilience.


  • Raise awareness of the issues about low quality cyber security training in UK companies
  • Emphasise the vulnerability to cyber-attack created by employees
  • Present the solution: AXELOS’ RESILIA best practice learning
  • Use a range of integrated activities to support the campaign


  • Analysed Ipsos MORI survey among executives responsible for cyber security learning in companies
  • Generated two phases of media relations activity aimed at relevant media
  • Created accompanying collateral including a downloadable guide to improving cyber security learning and training
  • Created professional video content featuring AXELOS expert commentary on the research and best practice advice
  • Drafted supporting cyber security-related blog content.


  • Widespread media coverage in both phases of media relations
  • Visits to cyber-related pages on AXELOS website: unique page views up 56% to 2410.
  • Time on AXELOS cyber-related web pages up 169% to 2:22 mins
  • Entrances to the AXELOS website via cyber-related pages: up 225% to 1,030
  • Appearance of AXELOS web URLs in Google search results for cyber-related search terms: up 26% to 4,700
  • “Case studies are vitally important to AXELOS as they demonstrate the core value of our certifications. Metamorphic PR has secured and progressed some of our most valuable case studies – scouting interesting, relevant case studies and progressing them to publication. Metamorphic PR is a safe pair of hands to take a study from concept to publication, and I always trust them to deliver approved content which works for both AXELOS and the case study subject.”

    Emily Holbrook – Commissioning Editor, AXELOS
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