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.

RESULTS

Delivered news and features media coverage in industry publications including:

Laboratory Talk
Pharma Times
Plastics and Rubber Weekly
British Plastics and Rubber
The Manufacturer
Process Engineering
Process and Control
Manufacturing Chemist
The Training Journal

Created opportunities to see in relevant media (total readership potential): 434,500

Percentage of messaging delivered by media coverage:
Science sector innovation and growth – 28%
Funding for skills training – 28%
Skills development in chemicals – 22%
Employer-led skills initiatives – 22%
46 separate pieces of coverage mentioning “apprenticeships”

Judith Holcroft – Former Head of Marketing and PR, Cogent Skills said: I’d highly recommend Jon and the team at Metamorphic PR to support any profile-raising endeavour. They really supported us in putting a major, national skills project on the map.

“Jon is a true newshound and understands what makes a business story work – always seeking out the evidence to bring our work to life. The team are fantastic to work with, professional, highly enthusiastic and friendly – but always with a strong and clear focus on results. The team also worked extremely well with our internal stakeholders which is so important when undertaking any kind of PR activity.”

MEDIA RELATIONS – COGENT SKILLS AND THE SCIENCE INDUSTRY PARTNERSHIP

Data-driven B2B media relations activity in the UK life sciences and chemical sectors highlighting the importance of skills and talent development

Achieving coverage in relevant sector media through news and features based on data analysis, interpretation and expert commentary

RESULTS