MEDIA RELATIONS – COGENT SKILLS AND THE SCIENCE INDUSTRY PARTNERSHIP

OBJECTIVES

• To position Cogent Skills as the “go-to” source for science industry skills and as a trusted skills partner
• To increase understanding of the value of skills programmes, especially apprenticeships, in the science sector
• To show how funding for skills and talent development feeds into business growth

PR STRATEGY

Metamorphic PR recommended a strategy of presenting and quantifying the problem of skills shortages that would eventually affect global competitiveness of companies operating in UK life sciences and chemical sectors.

This communications strategy would require analysis and interpretation of publicly-available Labour Force Survey statistics from the Office for National Statistics plus annual Employer Skills Survey data gathered by the UK Commission for Employment and Skills.

The strategy also required analysis of Cogent Skills’ own training evaluation survey among companies receiving Government skills funding, to demonstrate how it improved employee performance and potential for business growth.

PR ACTIVITIES

• Created news stories and feature articles for relevant science sector media
• Used robust statistics in media activity to frame the problem faced by companies in the sectors while showing the benefit of developing skills and talent
• Deployed senior managers from companies in life sciences and chemicals as spokespeople to add credibility to the media relations activity and endorse the business value of skills investment
• Consistently explained to the media how training and skills development is crucial to the long-term growth of their readers’ businesses
• Used case studies from authoritative sources in each industry sector to substantiate the value of investing in training and development
• Ensured consistency of messaging, including messages about the availability of match-funding.