Public Sector PR – Digital World

An example of a public sector campaign we have worked on with Skills Development Scotland is on its key ‘Digital World’ campaign.

Hot Tin Roof was appointed in November 2015 to raise awareness of Digital World – a campaign aimed at encouraging young people to consider a career in Scotland’s technology sector. Hot Tin Roof was reappointed on a 12-month contract running from April 2016 to March 2017 and again from April 2017 to March 2018.

During the course of the two year project, the Hot Tin Roof team worked closely with the SDS in-house marketing team, corporate comms team and project managers for the digital skills projects to deliver a highly proactive and responsive campaign sustaining high levels of media coverage at a local and national level including online, print and broadcast.

Additionally, HTR established strong links with multiple campaign partners and stakeholders, providing guidance and PR support, and promoted a number of inspirational digital projects. 

Projects included:

  • Discovering Digital World, a roadshow that travelled the length and breadth of the country to promote Scotland’s technology sector
  • Digital Xtra – launch of the fund as Scotland’s first digital skills charity for young people, announcements of awardees, partnership working with awardees
  • Tackling the Technology Gender Gap Together – launch of the official report and ongoing campaign to promote the action being taken to attract more girls and women into digital technologies careers
  • Cyber Security Christmas Lectures – Annual lectures for secondary school pupils
  • Scottish Apprenticeship Week – annual campaign promoting awareness of tech apprenticeships as an alternative route into the sector targeting parents, teachers and pupils
  • Action on Digital Skills in Scotland – campaign promoting new research commissioned by the Digital Technologies Skills Group highlighting how education, industry and government are working to boost the talent pipeline for the digital economy
  • Cyber Skills Programme launch and ongoing campaign – initiative aimed at school pupils to promote career opportunities in the cyber sector through a series of events taking place online and in person. This initiative has also included a teachers’ toolkit, ‘meet the experts’ sessions, employer awareness sessions, video conferencing sessions on GLOW, and increasing awareness of additional career routes into this sector.

HTR embraced the Digital World campaign with energy and a passionate determination to help raise awareness of the opportunities and possibilities available in our digital world for young people.

Examples of mini campaigns for target audiences included:

  • For young people – Cyber Security Christmas Lectures, apprenticeship case studies for Scottish Apprenticeship Week, Cyber Games Scotland, National Coding Week, Cyber Bus Pilot
  • Potential career switchers – CodeClan case studies, transferable skills articles
  • Females  – Tackling the Technology Gender Gap, Girls Into Digital World, Ada Lovelace Day, Scottish Women in Tech Awards, International Women’s Day, Girl Geek Role Models
  • Parents/influencers – Discovering Digital World, Digital Xtra, Education Scotland Teaching Resources, Digital Schools Awards

Key highlights:

  • Total coverage April 2016 – March 2018 (inclusive) = 317
  • Radio and TV – BBC Kaye Adams Show, BBC Good Morning Scotland, STV News


  • Total pieces of online coverage = 222
  • Total online circulation = 296,566,763 (where figures are available)


  • Total pieces of print coverage = 78
  • Total print circulation = 2,325,505 (where figures are available)
  • Print titles included: Edinburgh Evening News, Glasgow Evening Times, Metro, Scotland on Sunday, Sunday Times, Teaching Scotland, The Herald, The National, The Times, Times Educational Supplement.


  • Total pieces of broadcast coverage = 16
  • Total listener figures = 8,044,000
  • Radio: BBC Radio Scotland, Clyde FM, Kingdom FM, Tay FM, Forth 1, West Sound FM

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