CASE STUDY

Royal Veterinary College

Strategic communications to target audiences
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Client

Royal Veterinary College

Sector

Education

Services provided

Public Relations

The Situation

The Royal Veterinary College (RVC) is the top vet school in Europe and ranked the third highest in the world. The RVC needed an external press office established to support its strategic aims, including generating wide recognition of its role at the forefront of veterinary and medical research; pioneering clinical practice; and ultimately recruiting more students from overseas. These aims incorporate thought leadership, and span all of RVC’s activities and specialisms, from small animals, to horses and farm animals.

What we did

PLMR devised a strategy to ensure that every piece of communication from or about the RVC contains tailored key messages which promote the strategic aims, and which are tailored to the different audiences the RVC would like to reach – whether they be research funders, referring vets or potential students.

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The Result

Our work cements the RVC’s position at the forefront of its field and as the go-to institution for knowledge of the veterinary profession, and wide range of issues concerning animals worldwide.

PLMR is also supporting the RVC with a targeted campaign to attract overseas students. This involves a multi-faceted media campaign aimed at deepening prospective overseas students’ perceptions of the RVC and the world-class education it provides.

PLMR has secured coverage across national, regional, sector press (vet, equine and science publications for example), in print, online and on broadcast. These pieces of coverage were aligned with, and promoted, the RVC’s strategic aims and its role as a thought-leader in the veterinary field. This coverage reached the targeted audiences amounting to millions of readers, deepen their understanding of the RVC, its pioneering role and exemplary teaching provided there.

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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.