Victim Support Scotland commissioned McDaid PR to promote the findings of its Fostering a Victim-Centred Approach to Hate Crime in Scotland report.

McDaid PR worked with Victim Support Scotland to ensure key messages and findings were at the centre of all media briefing material, as well as victims’ stories.

The story was carefully timed and targeted to maximise coverage, and Sarah personally spoke with all case studies to ensure they were comfortable speaking with the media about their experiences.


  • Radio interviews for Victim Support Scotland across Scotland: BBC Radio Scotland, Kingdom FM, Smooth FM and Heart FM
    BBC Scotland, The Times, Daily Record, Scottish Daily Mail, Courier and the Press and Journal, as well as dozens of local titles across Scotland.

  • Within 24 hours, the story had reached over half of Scotland’s population.

“We were delighted by the intelligent and insightful work completed by Sarah from McDaid PR, who distilled our full report into key messages for an effective media release.

“She succeeded in securing more media coverage for this project than we’ve had in years and ensured the findings of our Hate Crime report were received by some major stakeholders. Sarah delivered to an extremely tight deadline, and we will definitely use McDaid PR again.”   

Zoe Westwood, Victim Support Scotland