Scottish PR Awards 2003

Named after their launch date of 1 January 2001, 3x1 now have five fee earners – and an office.

A clear sense of direction for future business growth is allied to a commitment to staff development which includes annual awaydays, training courses and induction packs.

They have achieved their aim of establishing a boutique Scottish PR consultancy servicing UK clients and work for household names such as Scottish Courage’s Kronenbourg 1664. Scottish Enterprise/HIE’s “Tourism People”, Air-Scotland.com and More Group (Scotland) Ltd are just some of the diverse range of clients they have attracted. Most of their work comes by referral and they currently have seven retainer clients and two projects.

CitigateSMARTS, Starting to Stop the Stigma

of Mental Ill Health: Best Charity Campaign

In 2001 five mental health charities in Scotland formed an alliance to tackle the stigma experienced by people with mental health problems. CitigateSMARTS were appointed in 2002 to help them mount a concerted anti-stigma campaign with funding from the Scottish Executive. Local volunteers were given media training to front the campaign and avoid being portrayed as “helpless victims”. They felt empowered to use their own stories to reinforce the campaign and helped generate massive media coverage. Research has shown a reduction of 18 per cent in the use of derogatory terms by the Scottish media – one of the key objectives. This campaign has more than earned its position on the shortlist.

City of Edinburgh Council, We wait and We Wait Fostering Campaign: Best Community Campaign

In January 2002 the City of Edinburgh Council, like most other local authorities, was facing a shortage of foster carers at a time when the number of looked after children was continuing to rise. This well researched and planned campaign aimed to be thought provoking and myth busting. It combined high profile media coverage with local community based initiatives and delivered a staggering 35 per cent increase in the number of foster carers. This worthwhile campaign has earned its place on the shortlist.

HBOS: Best Community Campaign, In-house Team, Corporate Social Responsibility and Financial Communications Campaign

When Bank of Scotland merged with the larger, English-based Halifax plc there was plenty of opportunity for criticism and negative comment. Selling the merger involved sensitive handling of a number of complex and sometimes emotive issues in Scotland. This team proved more than a match for the task. Focusing on three key messages – commitment to Scotland, making a difference to customers and merger synergies – the team ran an effective and productive campaign. New product launches, careful handling of sensitive post merger issues, research driven PR and a media contact programme for key editors and the business press all combined to build an impressive list of results.

Research has shown strong support in favour of the merger. A confidential survey of journalists showed HBOS were rated top for press relations including effectiveness in response to media enquiries and newsworthy stories. Given how different the story could have been, the team at HBOS can be proud of their achievement.

Maggie Wright Associates:

Best Independent Practitioner

Established in 2000, Maggie Wright has built a substantial business as an independent Scottish public relations practitioner.

Offering a comprehensive public relations service including media strategy, business-to-business and financial PR, she has increased her turnover at a difficult time for the public relations industry.

Her ability and professionalism are evidenced by the fact that all her business to date has come through recommendation.

She delivers a range of services from internal communications advice to event management. Her clients are equally varied ranging from the British Heart Foundation and Scottish Enterprise to technology start up Applied Generics Ltd and architects firm Comprehensive Design Group.

Her plans for the future involve developing business through strategic partnerships in Scotland and London, employing freelancers and agencies as required.

Linda McIntyre, Network Rail:

Hamp Hamilton Young Communicator

Trespassing and vandalism is a huge issue for the rail industry but it is not a new one which makes it all the harder to get coverage. Thorough planning was combined with clever targeting of material emphasising local information. This led to impressive results with a 17 per cent reduction in route line offences – more than three times the Scottish target.

Scottish Qualifications Authority: Best Public Sector Team

The delivery of incomplete or inaccurate exam results to 16,000 young people in Autumn 2000 triggered what is commonly known as Scotland’s exams fiasco. The Scottish Qualifications Authority, an organisation virtually unheard of by the public, was unused to controversy and respected within the education system.

The small PR team, supported by an external consultancy, faced a monumental task in rebuilding the shattered reputation of the Scottish Qualification Authority. Communications became a priority agenda item on the daily senior management team schedule. The establishment of a 24/7 press office operation, together with a programme of pro-active briefings, one to ones with key media and news releases, started the process of asserting greater control of the media agenda.

Internal communications were improved, research was undertaken to inform strategic planning and significant effort was put into stakeholder liaison.

Weber Shandwick: Best Large Consultancy

Weber Shandwick Scotland is a separate ltd company within the Weber Shandwick group and has offices in Glasgow, Edinburgh and Aberdeen with 47 staff, 35 of them consultants. As you might expect from one of the leading PR consultancies, their clients include many household names including Tesco, Fosters, Royal & Sun Alliance and Shell. More than half their clients have remained with Weber Shandwick for over three years. Specific achievements this year have included a 30 per cent uplift in sales for Staywarm after WS created 32 million opportunities to see in an eight month period.

Hard times in the PR industry and a period of consolidation have not prevented the company from improving and innovating to the benefit of their clients and staff. 2002 saw the introduction of two new client service programmes across Weber Shandwick which included a review system developed by the Scottish team. A new staff appraisal system, piloted in Scotland, has now been adopted globally. A place on the shortlist is just reward for this company’s ability to cope in good times and bad.

Weber Shandwick, Seafish Industry Authority:

Best Business to Business Campaign

This campaign aimed to persuade the seafood industry to take Seafood Week to heart and in the process sell more fish.

It undoubtedly achieved its objectives. 3,500 stores hosted tastings and promotions, 1,000 industrial restaurants and 300 restaurant and pub chains promoted special seafood menus and 10 seafood festivals were held throughout the UK.

An intelligent use of research supported a creative theme which fitted the media and consumer agenda. And the end result is a place on the shortlist for this excellent B2B campaign.

(TABLE OF WINNERS)

Grand Prix

3 X 1

Hamp Hamilton Young

Communicator Award

GOLD

Linda McIntyre, Network Rail

SILVER

Sarah Forbes, CitigateSMARTS

BRONZE

Hannah Sanderson,

Countrywide Porter Novelli

BRONZE

Katy Windsor, Firefly

Best In-House Team

GOLD

HBOS

BRONZE

Greater Glasgow & Clyde Valley

Tourist Board

BRONZE

Scottish Power

BRONZE

Scottish Qualifications Authority

Best Large Consultancy

GOLD

Weber Shandwick

SILVER

CitigateSMARTS

BRONZE

Indigo PR

BRONZE

Pagoda PR

Best Small Consultancy

GOLD

3 X 1

SILVER

Artisan PR

BRONZE

Great Circle Communications

Best Independent Practitioner

GOLD

Maggie Wright Associates

SILVER

Hot Tin Roof

Best Public Sector Team

GOLD

Scottish Qualifications Authority

SILVER

Glasgow City Council

BRONZE

City of Edinburgh Council

Best Business To Business Campaign

GOLD

Weber Shandwick,

Seafish Industry Authority

SILVER

Budge PR, SGM Group

BRONZE

Countrywide Porter Novelli,

Adding Up To Success

BRONZE

Firefly Communications, UNIPASS

Best Consumer Campaign

GOLD

3 X 1, Highland Spring

SILVER

Budge PR, Scottish Executive

SILVER

Carnegie PR, Commonwealth Games

BRONZE

Harrison Cowley, West End Festival

BRONZE

Wave PR, The Falkirk Wheel

Best Charity Campaign

GOLD

CitigateSMARTS, Starting to Stop the Stigma of Mental Ill Health

SILVER

Pagoda PR, Strips on Prescription

Best Community Campaign

GOLD

City of Edinburgh Council, We Wait and We Wait Fostering Campaign

GOLD

HBOS, HBOS

SILVER

City of Edinburgh Council Education Department, GO4IT

BRONZE

MEA Public Relations,

Art in Partnership/Scottish Parliament

BRONZE

NHS Grampian, NHS Grampian

Best Public Affairs Campaign

GOLD

Pagoda PR, Strips on Prescription

BRONZE

Countrywide Porter Novelli,

Bridging The Cultural Divide

BRONZE

Weber Shandwick. NESTRANS

Corporate Social Responsibility

GOLD

HBOS, HBOS

Best Financial Communications Campaign

GOLD

HBOS, HBOS

Best Crisis Management Campaign

GOLD

Grampian Police,

Arlene Fraser Murder Trial

SILVER

Ministry of Defence,

Operation Fresco in Scotland

BRONZE

hatch-group, BEAR

BRONZE

City of Edinburgh Council,

Cowgate Fire

Best New Start

GOLD

3 X 1

BRONZE

hatch-group

BRONZE

Wave PR