Challenge

Muckle Media was appointed to coordinate PR activity around the announcement of the University of the Highlands and Islands’ Scholarship Fund. The scholarship was created to encourage businesses to support local talent and encourage them to stay in education, in turn, keeping talented individuals in the area and supporting the region’s future economy.

Strategy

Muckle Media announced the scholarship as the first of its kind in Scotland and offered interviews with representatives from UHI and with students who had benefitted from similar funding in the past. Muckle Media also drafted social media posts to go out via UHI’s pages to promote the Scholarship Fund to businesspeople in the area.

Results

The UHI Scholarship Fund received coverage in publications such as The Herald, The Scotsman, Ross-shire Journal, Stornoway Gazette, West Highland Free Press and the Northern Times. Interviews were also broadcast on BBC Alba and on Moray Firth Radio. The Scholarship Fund received a large amount of interest and secured donations immediately after the launch.