Case Study: Professor Colin Mason

| December 21, 2011 | 0 Comments

PROFESSOR COLIN M. MASON

HUNTER CENTRE FOR ENTREPRENEURSHIP,

UNIVERSITY OF STRATHCLYDE

Colin Mason is Professor of Entrepreneurship in the Hunter Centre for Entrepreneurship at the University of Strathclyde in Glasgow. His expertise covers all aspects of the entrepreneurial process but with a special focus on entrepreneurial finance, particularly business angel activity. His research has a strong policy and practical emphasis.

He has undertaken research on behalf of various organisations, including Department of Business, Innovation and Skills, Scottish Enterprise, NESTA and Federation of Small Business and has been a keynote speaker at various EU and OECD conferences, seminars and workshops.

He has been a judge for the Prince’s Scottish Youth Business Trust (PSYBT) National Business Awards and both the British Business Angels Association (BBAA) and European Business Angel Networks (EBAN) investing awards.

He has held visiting positions at universities in Canada, Australia, New Zealand and Argentina.

Why PR?:

As a professor at Strathclyde University, Colin Mason receives PR services from the University’s press office. However, realising the need to appeal to non-Scottish media and the enterprise sector, it became clear that additional PR support was needed. A key reason for approaching Integra Communications was Integra’s specific expertise in small business/entrepreneurship and networks with relevant journalists.

Professor Colin Mason appointed Integra in 2011 to:

  • Increase his media profile to attract UK-wide press interest
  • Raise awareness of his research on a UK-wide level
  • Gain more coverage on a UK-wide level

The Brief:

To increase Professor Mason’s profile as a leading entrepreneurial academic and thought leader in the start-up and ongoing development of SMEs.

To highlight the value of Professor Mason’s research in helping to shape and influence national policies on the support for SMEs.

The Campaign from February 2011 to present

Integra Communications identified a list of target publication titles as well as online opportunities. In addition, they agreed to monitor the press as well as anticipate ‘news’ in order to secure opinion and comment opportunities.

A Media profile of Professor Mason was distributed to key enterprise press journalists. Good relations with national media encouraged their use of Professor Mason’s expertise. In addition, Integra assisted Professor Mason in the development of ‘new’ ideas and expressions about the current and future state of SMEs and the issues they face. This fresh approach was needed to differentiate Colin from other Professors of Enterprise and to establish a national ‘voice’. Effort was made to position Professor Mason as a ‘Budget 2011’ commentator.

The Results to date:

Professor Mason has contributed to a number of articles in the Daily Telegraph, The Financial Times and other leading national media. At the same time Integra has secured Professor Mason a series of six articles in the leading SME publication Start Your Business.

Testimonial:

On working with Integra Director, Louise Third, Professor Colin Mason said:

“Her strategic approach to PR has been very productive. We have systematically planned new campaigns on a regular basis. I am delighted with the additional media coverage that Louise’s efforts has achieved for my research”

Filed Under: Client Case Studies

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