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Creating positive impact that makes complete commercial sense

Our work Edinburgh Innovations

Edinburgh innovations (EI) is the University of Edinburgh’s commercialisation service. It manages collaborative projects across a range of sectors nationally and internationally and sources funding to commercialise staff and student driven innovation, enabling their research to make real-world impact.

Ambition
After supporting Edinburgh Innovations’ Data-Driven Entrepreneurship (DDE) programme and its entrepreneur incubator initiative, Four Media Group was appointed to manage EI’s PR activities in Q1 of 2022 and beyond.

We were tasked with the objective of elevating EI’s profile and offering and positioning programme leaders and other key figures as thought leaders as well as building on its reputation through communicating its work throughout Scotland.

Our longer term objectives are to attract PhD students to the programme, enabling their research to make real-world impact and to drive cultural change in academia by challenging existing perceptions and positioning Edinburgh Innovations as a facilitator. We are also working to grow the international profile of the University of Edinburgh’s reputation as a leading start-up business hub.

Action
Four Media Group developed a PR strategy targeting business and trade press across the UK, investor media, data, digital and tech trade press, contacts in education and academia, student publications and podcast and radio hosts.

We continue to build on EI’s PR momentum by supporting their internal communications team with a full proactive and reactive press office function as well as developing a steady flow of PR activity, including press stories, opinion/thought leadership articles and feature opportunities.

Result
In the first six months of working with Edinburgh Innovations, Four Media Group has achieved more than 80 pieces of coverage in print and online, resulting in more than 29million opportunities to view the content. Notable publications included The Scotsman, The Herald, Scottish Business Insider, Scottish Financial News and FE News. Four Media Group has been retained by EI and continues to provide PR services beyond their initial engagement for both Edinburgh Innovations and their Data-Driven Entrepreneurship (DDE) programme.

Four Media Group have been a brilliant addition to our comms work, always taking the time to understand our needs and (complicated) audiences with positive results on PR engagement. Their attention to detail and reliability continue to exceed expectations. The team we work with at Four Media consistently provide an incredibly professional service backed up by a thorough understanding of our marketplace and needs, core competencies, and are helpfully always available with a good dose of friendly advice. All of which makes the Four Media team fantastic to work with. They just make it easy to work with them! I could not recommend them more.

Fiona Melling, DDE Programme Marketing and Communications Executive

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