Public Affairs Cooperative
Contact
Public Affairs Cooperative Logo

Case Study

Helping Scottish Woodlands Ltd tell their story

Challenge

Scottish Woodlands Ltd is one of the most successful forestry services companies in the UK and has experienced significant growth in recent years.  However, staff were so busy with the day job that the company’s external communications were limited.

Solution

PA Cooperative had worked with Scottish Woodlands Ltd on its annual results and helped it respond to media requests, so we were well-placed to work with senior managers on a more regular basis.  We knew there was a great story to tell and that staff were keen to get involved.  We aimed to make media releases and social media posts much more regular, to increase contact with customers, clients and the wider land-based industries – to highlight Scottish Woodlands Ltd pre-eminent role in the industry in Scotland and the UK. We also supported the company’s work in improving internal communications and in engaging staff in telling the Scottish Woodlands story effectively.

 

Result

PA Cooperative organised online webinars with Scottish Woodlands employees, as well as individual meetings with senior staff, as a means of ensuring a regular pipeline of story ideas – to illustrate the wide range of work the company was involved in, as well as stories about individual employees, and what they were doing inside and outside work.

 

Impact

PA Cooperative worked with Scottish Woodlands Ltd to provide 46 stories for its website in 2022 – compared to the previous year, when fewer than 5 stories appeared online. All these stories were supported by social media posts, posted on Linkedin and Twitter – as a result, follower numbers and reactions to posts have substantially increased. On LinkedIn, Scottish Woodlands Ltd now has more than 3,000 followers and popular posts can have engagements well past three figures.

“PA Cooperative has helped Scottish Woodlands Ltd raise its communications game significantly. We knew we had a great story to tell, but the business was growing fast and it was very difficult to find time to tell it. Neil and David have worked closely and very effectively with the staff team to tell this story, and to share the successes of Scottish Woodlands Ltd with a much wider audience – helping to generate more business leads and to allow staff to focus on the continued growth of the company.”

David Robertson

Director of Investment and Business Development

Media Coverage

PA Cooperative worked with Scottish Woodlands Ltd to tell the story of a successful business year by linking the annual results directly to its successful graduate programme – covered in The Scotsman and other outlets.

PA Cooperative also worked with staff members on first person articles illustrating the expansion of the business – for example, this article by Neil Crookston in the Press & Journal.