The oldest and largest surgical college in the UK, the prestigious Royal College of Surgeons of Edinburgh represents more than 29,000 members worldwide, championing the surgical profession and patient safety. This has never been in sharper focus than during the coronavirus pandemic, when PR, social media and content creation supported the College on a national stage as it helped guide the sector, inform key political and healthcare decisions, and protect patient safety.
Our press office and content creation hub went into overdrive as the pandemic hit, as we positioned the College, its President and wider team as experts at the heart of crucial, life and death issues.
We quickly cultivated relationships with key print, broadcast and online journalists, making the College a go-to for commentary and insight, and media training was quickly deployed to ensure the team was well prepared.
We curated a range of proactive stories which got right to the heart of the crisis – from insight into the effect of the pandemic on cancer surgery, to calls for COVID-free hubs to allow elective surgery to resume, and guidance on how hospital waiting lists might be tackled post-pandemic. We also celebrated the innovation and resilience of the sector, through stories like the creation of an ‘operating theatre in a box’ to support medical students’ learning through lockdown.
All of these attracted the interest of national media, including the BBC Online, The Times, The Telegraph, Newsnight, the BMJ, STV, The Independent, the Daily Express, Daily Mail and i News.
Throughout, we created a programme of social media and website content to complement our media relations work and shine a spotlight on a range of viewpoints and experiences during the pandemic, ensuring a consistent and impactful voice.
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