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A leading voice in the surgical sector.

The Challenge

The Royal College of Surgeons of Edinburgh is one of the oldest surgical corporations in the world with a membership of 27,000 in over 100 countries worldwide. The College promotes the highest standards of surgical and dental practice through education and training, and by influencing and helping to shape policy. We were brought on board in late 2019 to build awareness of the College amongst key target audiences, establish it as a go-to for media and enhance its reputation for excellence, innovation and commitment to patient safety.

The Royal College of Surgeons of Edinburgh: PR and Media Training The Royal College of Surgeons of Edinburgh: PR and Media Training

The Campaign

We have worked closely with the various departments within the College to mine for good news stories and interesting work being carried out by its members to create a steady flow of proactive news releases going to media, as well as liaising with the College’s public affairs team to help bring the issues it feels strongly about to the media’s attention.

We held an extensive messaging workshop where a suite of key messages and pillars of communications was agreed, with our media strategy always stemming from these foundations. We also media trained key figures within the College and set up 1:1s with journalists at key national and trade media titles.

As well as executing a planned programme of thought leadership and news generation, we operate continual media monitoring to spot newsjacking opportunities and issuing regular statements reacting to relevant items of the news agenda, including pension cuts for NHS workers and terms for overseas workers in the NHS.

During the COVID-19 pandemic, we have placed the College's president as a key commentator through a series of opinion pieces and survey/research-led stories, making the College a firm go to for national media seeking comment and expert analysis.

The Royal College of Surgeons of Edinburgh: PR and Media Training

The Results

The College has seen a marked increase in coverage generated and share of voice in the sector.  We have established a much greater awareness amongst journalists who are now regularly approaching RCSEd for comment rather than automatically going to other medical bodies​, with the College’s president quoted in several high-profile titles sharing his views on the COVID-19 crisis, including The Times, Newsnight, The Telegraph, the i and the BMJ.  

The Royal College of Surgeons of Edinburgh: PR and Media Training

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