CASE STUDY

The British Science Association

How PLMR helped The British Science Association promote APPG report findings
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Client

The British Science Association

Sector

Education

Services provided

Public Relations

The Situation

The British Science Association (BSA) wanted to promote the findings of the APPG on Diversity and Inclusion in STEM’s latest report, for which it serves as the Secretariat. This included achieving multiple pieces of national coverage and engaging with STEM, social affairs and education trade media. As such, the BSA engaged PLMR to advise on key messaging, timelines and the strongest news hooks.

What we did

Importantly, launching amidst a turbulent political and media landscape, with challenges particularly arising from COVID-19 and the Black Lives Matter protests, our consultants played a strategic role in advising on the timing and choreography of the launch to ensure the best possible chance of media coverage and engagement. Working closely alongside the BSA’s in-house team, we then drafted a press release on the report, identifying key findings and aligning it with relevant news hooks, ensuring opportunities for coverage were maximised. We then pitched the report and press release under an extended embargo period to target media, providing journalists with a long lead time and the luxury of advance notice in a rapidly evolving media landscape.

The Result

Thanks to our close collaboration with the BSA, our strategic advice and strong media contacts, this PR campaign secured widespread coverage across a range of national broadcast outlets as well as key national and trade print media. We secured coverage for the report and interviews with key spokespeople, including Chi Onwurah MP in The Times, Sky News, The Guardian, The Daily Express, Tes and science and education trade magazines.

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PLMR’s crisis communications experience is second to none, and includes pre-emptive and reactive work across traditional and social media channels. We work with a range of organisations to offer critical communication support when they are faced with difficult and challenging scenarios.