OPITO

Raising OPITO’s global profile through proactive media relations, thought leadership and messaging focused on the future energy workforce.

OPITO appointed Aspectus to strengthen its global profile as a leading voice on workforce safety, skills and competency across safety-critical sectors. The brief was to reach a wider international audience, build recognition in priority markets and make OPITO’s expertise more visible in conversations about the future workforce.

Client

Service(s)

Campaigns & Content PR & Comms

Sector(s)

Energy Energy services Oil and gas Renewables

The Challenge

OPITO plays an important role in setting workforce standards and supporting safe, competent operations across global safety-critical industries. But there was an opportunity to make that role better understood beyond its existing network, particularly in priority markets such as the Middle East, Asia Pacific and North America.

At the same time, the energy sector is undergoing significant change, with new technologies, evolving training methods and changing workforce requirements creating fresh challenges for employers and workers. OPITO had a strong point of view on many of these issues, but needed a more proactive communications approach to bring that expertise into the media, reach new audiences and strengthen its position across safety-critical industries.

Our Approach

We built a proactive PR program around the issues journalists were already interested in, aligning OPITO’s perspective with the priorities of duty holders and senior industry decision-makers.

We targeted global, national and trade media with stories and commentary on subjects including immersive training technology, workforce development and changing skills requirements. The program generated opportunities with outlets including the BBC, Financial Times, Bloomberg, The Scotsman, STV, Malaysian Reserve and World Oil.

Alongside media relations, we worked with OPITO on the foundations of its wider communications. Interviews with internal and external stakeholders, including bp and Equinor, informed a new global messaging framework helping OPITO speak more consistently to senior audiences and laying the foundations for more meaningful conversations across markets.

Results we’re proud of

25

Pieces of coverage, including the Financial Times, The Scotsman, Energy Voice, HazardEx, Offshore Source and Asian Power

8+

Media interview opportunities with outlets including the BBC, Malaysian Reserve and World Oil

5+

Top-tier media outlets generating opportunities, including the BBC, Financial Times, Bloomberg, The Scotsman and STV

All in the details

Building a stronger global presence

We increased OPITO’s visibility in priority international markets, laying the foundations for more meaningful conversations with senior decision makers and providing opportunities for their experts to contribute to relevant industry conversations.

Turning expertise into stories

We developed thought leadership around topics where OPITO had a clear role to play, including immersive training technology and workforce development.

Reaching the media that matters

Our outreach secured coverage and interview opportunities across international, national and specialist titles, helping OPITO become more visible in discussions around workforce safety, skills and competency.

All Work

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Strategic PR campaign that exceeded coverage target by 245%
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OPITO