Case study: Heriot-Watt University

McDaid PR was commissioned to assist the inhouse team and ensure the university’s world-leading research achieved the media attention it deserves.

A key challenge: how to ‘translate’ complex, scientific concepts into media-friendly stories that make the research resonate with the public, without trivialising the science.

McDaid PR works with science, environment and energy correspondents to ensure research stories are reported accurately; places opinion pieces and letters to editors in top UK nationals; creates filming and photography opportunities that brings research to life and strategically targets outlets that will help academics reach their target audiences.

McDaid PR has achieved coverage in the Guardian, i, Metro, Discovery Channel, BBC World Service, Daily Express, Daily Mail, Sun, Courier, Herald, Yahoo!, Scotsman, BBC, STV, Press and Journal and many more high-value publications for Heriot-Watt’s research.

"Sarah has provided invaluable support to Heriot-Watt's communications team, as well as the university's leaders and academics.

“She is enthusiastic and proactive, and achieved excellent results for the university: the Guardian, Independent, Times, Daily Express, Sun, BBC and STV are just some of the outlets in which she had our research featured. I wouldn't hesitate to recommend McDaid PR."

Polly Ashdown, Heriot-Watt University