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MEDIA RELATIONS – COGENT SKILLS AND THE SCIENCE INDUSTRY PARTNERSHIP

The North West-based science sector skills body, is tasked with increasing the level of skills across the UK science sectors (including pharmaceuticals and chemicals) and the take-up of available match-funding that was available for training and talent development (including apprenticeships, internships and placements) through the Government-funded Science Industry Partnership.

THE BRIEF/OBJECTIVES

  • Position Cogent Skills as the “go-to” place for science industry skills and as a trusted skills partner
  • Increase understanding of the need for and value of skills programmes, especially apprenticeships
  • To convey key messages about business growth via funding for skills and talent development

ACTIVITIES

  • Used robust statistics in media activity to frame the problem faced by companies in the sectors while showing the benefit of developing skills and talent
  • Consistently explained to the media how training and skills development is crucial to the long-term growth of their readers’ businesses
  • Used case studies from authoritative sources in each industry sector to substantiate the value of investing in training and development
  • Ensured consistency of messaging, including messages about the availability of match-funding.

RESULTS (Q2 2015)

  • Opportunities to see in relevant media (total readership potential): 434,500
  • Percentage of messaging delivered by media coverage:
    • Science sector innovation and growth – 28%
    • Funding for skills training – 28%
    • Skills development in chemicals – 22%
    • Employer-led skills initiatives – 22%
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