PSL Energy Services Ltd, Aberdeen
PSL is a Scottish success story – and one that I’ve enjoyed telling everyone about for the last four years.
In 2003 and £36 million in debt, the oil and gas services company went in to receivership. Managing director, Doug Duguid, led a £14 million management buy out. As part of the business restructure he ditched the large international (and ineffective) PR company PSL had been using and brought in Sure PR. Since then I have worked closely with Doug and his board of directors to completely change the public perception of PSL.
Initially we had to convince existing clients that PSL deserved their loyalty and would deliver projects on time and within budget. We also had to allay the concerns of potential new customers who were naturally wary of the past financial troubles.
A blizzard of stories followed, covering key staff appointments, expansion in to new international markets, multi-million pound contract wins, investment in new equipment, innovative technologies, industry awards and year-on-year record turnover and profits.
PSL press releases targeted not only the company’s core market in the UK North Sea and the Scottish business press but influential trade media in key areas such as Norway, the Middle East, central Asia and the Far East. This succeeded in getting the message over that PSL was a can-do company who were going places and had a long term future.
In April 2007, US giant Halliburton bought PSL in a £100 million plus deal. Of course, this was a direct result of the vision and hard work of the PSL management and staff but an imaginative and varied PR campaign played a small but crucial role in the rebirth of PSL.
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