Kim Gray shortlisted for Outstanding Freelancer for our work with PCL

Recent campaign – The Psychological Consultancy

"The PR programme for PCL has been a very effective door-opener for us. The material that has been developed as a result of the media relations programme has provided written material, speaker material and helped us to build our credibility as thought leaders in risk management. Since the media relations programme, we have built some very strong relationships with business partners such as University College of London (UCL) and the Institute of Risk Management and the Risk Type Compass has become an essential part of an accreditation for auditors. We continue to leverage our media coverage and the research as part of our sales process and it has helped to open doors in several global organisations”
Geoff Trickey, Managing Director. The Psychological Consultancy

The programme for Risk Type Compass took place over 12 months and had three distinct phases.

Phase I – media relations in horizontal media
Media relations activity encouraged HR publications to feature articles about the Risk Type Compass along with an offer of a free assessment for readers. This free assessment enabled PCL to capture participant data and build a prospect database (subject to data privacy laws). Media coverage was achieved in: Training Journal, AskGrapevineHR, Strategic HR Review, HR Director, TrainingZone, Human Resources, PersonnelToday, Coaching at Work, HRZone and Changeboard.

Phase II – media relations in vertical media
Phase II focused on vertical sectors. Based upon challenging stereotypes within different market sectors, we suggested that publications look at whether there may be a certain risk-type which attracts people to their industry. The four key sectors that were identified were fire-fighting, IT, engineering and recruitment in addition to general business titles. Media coverage was achieved in: The Recruiter, Professional Engineering, Computer Weekly, Director, Business Today, Business Review Europe, International Fire Fighter, Asia Pacific Fire, Professional Adviser and Your Money.

Phase III – research paper 
PCL used its in-house analysis expertise to look at trends across various sectors and job functions. As a result of the media relations programme and its work with one of its clients within the auditing sector, PCL had a good sample of risk-types to work from. The results were developed into a research report called Managing Risk, the Human Factor, and was launched at a central London venue. At this launch event, corporate friends, prospects and media came together to find out the results of the survey and listen to an eminent speaker within the financial services sector about why human factor and risk should not be overlooked. This resulted in further media coverage in the Sunday Times, Financial World and The Auditor.

The research was also presented at the British Psychological Society conference resulting in further national coverage in the Telegraph, Evening Standard and

Examples of coverage can be found on PCL’s website, click