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Case Studies

Saltire Energy – media training

Established in 1986, Saltire Energy supplies high-quality drilling equipment to the global oil and gas industry from its headquarters in Portlethen and seven bases around the world.

Supporting local charity initiatives is a key focus for the company. The Saltire in the Community Programme was established in 2008 to support a range of local and international initiatives.

thinkAction…

ThinkPR began working with Saltire Energy in 2013 with the aim of building the company profile, highlighting its community initiatives and sponsorships, redesigning the website and introducing internal emailers.

When Saltire Energy Chief Executive, Mike Loggie, signed an agreement to become the new sponsor of Aberdeen Football Club (AFC) and the AFC Youth team, ThinkPR was tasked with forming a strategic PR plan ahead of the public announcement.

Due to commercial restrictions, specific financial details of the agreement could not be disclosed. ThinkPR formed a media training plan to prepare Mike for a press conference scenario.

We carried out a day of media training at AFC and we created a Q&A briefing document to support Mike in handling press questioning.

On the training day a realistic press conference scenario was created, which included probing questions from a journalistic point of view and a cameraman filming the responses for later analysis.

thinkResults…

As a result of the process, Mike felt confident and prepared for the real press conference. He answered questions from the media with ease and conveyed the correct messages.

Following the press conference and liaison with the local and national press, a significant level of coverage was secured in The Press and Journal, The Evening Express, The Scotsman and The Daily Record as well as BBC News online and STV News. Social media and football chat sites were monitored and feedback from fans was very positive.

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