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Case Studies

Johnston Carmichael - National profile building   

Scotland’s leading independent Chartered Accountancy and business advisory firm, Johnston Carmichael, wanted to significantly boost its profile in the Scottish media, locally, nationally, in business and in sector focused publications.

Boasting a team which includes some of the country’s foremost financial experts, think was tasked with covering PR and media relations on everything from annual Budget announcements to general, topical advice, to promoting each of the firm’s 11 offices within their local regions.


Early on, it became clear that there were a multitude of newsworthy stories and thought leadership articles stored away in the quick minds of the Johnston Carmichael team. think implemented regular sessions in order to turn these opinions and commentary into tangible, media-friendly articles.

From there, we developed both large and smaller scale PR plans, covering everything from the Forfar office’s CSR efforts to the tax team’s expert commentary surrounding Budgets, Emergency Budgets and Autumn Statements.


By proactively identifying opportunities for news and features, commentary and analysis, our team secured extensive coverage every month, everywhere from UK-wide newspaper giants such as the Financial Times, to small local newspapers, to industry specific magazines including Farming UK, Petroleum Review and Offshore Engineer.

Not only was a regular stream of news stories and editorial articles established, but we also used our media contact base to set up a number of regular columns for Johnston Carmichael’s experts, as well as highlighting case studies of companies supported to success by the firm.

Furthermore, we supported Johnston Carmichael’s award efforts, helping them reach the shortlist for seven financial award categories in the last two years. The firm went on to collect the trophy for many of these awards.

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