ABOUT

The Brief

Mind Over Matter (MOM) is a consultancy which delivers diverse cutting-edge management consultancy and quality education provision in the fields of event safety, risk management, leadership, crowd safety, emergency planning, crowd science and counter terrorism.

The company is renowned for its expert knowledge, quality course
 portfolio and pioneering alternative approach to problem solving.

Cerub PR was appointed to help raise the profile of the company and its founder, Professor Chris Kemp and position the organisation as a leader in the field of crowd management, risk management and crowd safety. For this client, it was not just about quantity of coverage, it was about quality. For Professor Kemp, it was important that the organisational USPs were communicated effectively and led to conversations on how to disrupt the industry.

Our Work:

Cerub PR spent time with Professor Kemp to identify the areas of interest of the key audiences, which included security experts and key decision makers at airlines, railways, event organisers, festivals and entertainment venues.

Through our deep dive with our client and time spent on desk research we managed to collate ideas about which issues each of these industries faced. This involved monitoring news, spending time reading media associated with these industries to see what they were commenting on, and discussing the reasons that organisations gave for approaching our client and which services they required.

We then worked with the client to discuss his views on how these issues could be resolved, and what his thoughts were on the future of these how these industries could respond to the challenges that lie ahead.

After intensive research into the key media targeting the relevant industries, we approached individual journalists with tailored pitches with an overview of topics that our client could help their audiences address.

We also issued news to relevant publications announcing partnerships with relevant experts and new consultants being brought on board and used case studies to demonstrate the value of MOM’s work.

The Results:

Through extensive coverage across all trade media including in Railway Gazette, Park World, Intersec, City Security magazine, Event Industry News and Security Middle East, our client connected with his audiences at the right moment and achieved impressive engagement for the campaign. This led to a number of appearances at trade events with Professor Kemp appearing as both as a speaker and panellist where he received direct feedback from the audience on the thought leadership campaign we worked on and how it had had an impact on their thinking around the topics.

Working with MOM’s clients to develop collaborative case studies which appeared in relevant media also strengthened MOM’s relationship with its existing client base.