How Cambridge Therapy Centre secured more than 30 published media opportunities in six months through expert PR
Cambridge Therapy Centre
Psychology, psychotherapy and mental health services
Cambridge Therapy Centre worked with Fair Public Relations on a six-month expert-led PR campaign centred around founder Christine Schneider, an HCPC registered Clinical Psychologist and BACP Senior Accredited Counsellor and Psychotherapist.
The campaign positioned Christine as a credible media expert across psychology, mental health, relationships, wellbeing and human behaviour, creating opportunities to contribute professional insight to national, consumer, lifestyle and specialist media.
The supplied campaign records show more than 30 published media opportunities across the six-month campaign.
The client
Christine Schneider is the founder of Cambridge Therapy Centre.
She is an HCPC registered Clinical Psychologist, BACP Senior Accredited Counsellor and Psychotherapist, BACP Senior Accredited Supervisor and Accredited EMDR Practitioner.
Christine specialises in online therapy, EMDR and mental health coaching, providing therapy, supervision and training to clients internationally.
Alongside her clinical work, she presents weekly radio shows focused on mental health and wellbeing and writes a quarterly Ethics column for the BACP's Private Practice Journal.
This combination of professional credentials, clinical experience and existing media experience gave the campaign a strong foundation for expert-led PR.
The opportunity
Mental health and psychology are regularly connected to stories across news, lifestyle, relationships, work, wellbeing and popular culture.
The opportunity was to make Christine's professional knowledge useful to journalists covering these subjects while ensuring her commentary remained grounded in her genuine areas of expertise.
Rather than relying on promotional stories about Cambridge Therapy Centre, the campaign could position Christine as a source journalists could approach for informed psychological insight.
The PR strategy
The campaign focused heavily on expert commentary and reactive media opportunities.
Christine's expertise could be applied to a wide range of subjects, including:
mental health and emotional wellbeing
relationships and family dynamics
social burnout
habits and behaviour
rejection
toxic positivity
journaling
sleep and wellbeing
social interaction
parasocial relationships
workplace and everyday psychology
decision-making
seasonal mental health
managing routines
therapy and psychological support
This gave the campaign considerable flexibility.
Rather than repeatedly pitching the same subject, we could respond to new journalist requests and developing media conversations where Christine had relevant professional insight to contribute.
Responding to the wider news agenda
Some of the campaign's opportunities came from subjects already attracting public and media attention.
Christine was able to provide psychological context around stories involving relationships, behaviour, emotional responses, celebrity news and wider cultural conversations.
Other coverage was more advice-led, including topics such as avoiding social burnout before Christmas, improving sleep routines, coping with rejection, journaling, toxic positivity and building healthier habits.
This combination allowed the campaign to move between timely reactive commentary and evergreen mental health advice.
Media coverage
The supplied campaign board contains more than 30 published media opportunities during the six-month campaign.
Selected publications included:
The Independent
Daily Mail
Yahoo
MSN
Dazed
SheerLuxe
Country & Town House
Bored Panda
The Economic Times
The Irish Star
The Mirror US
Saga
Woman's Weekly
Woman's Own
Far Out Magazine
Service95
Atlanta Black Star
NewsBreak
BACP Therapy Today
Coverage spanned national news, lifestyle, health, relationships, wellbeing and specialist professional media.
Building authority around genuine clinical expertise
Mental health PR requires particularly careful positioning.
The objective was not simply to place Christine's name into as many stories as possible.
Her commentary needed to reflect her genuine professional knowledge and credentials, remain appropriate to the subject being discussed and provide something genuinely useful to the journalist and reader.
Christine's qualifications made it possible to approach a broad range of psychology and wellbeing subjects while retaining a clear professional foundation.
That distinction is particularly important in areas involving mental health, therapy and psychological behaviour.
Creating repeated opportunities from one area of expertise
The campaign also demonstrates how broad a credible expert PR programme can become.
Psychology is relevant to considerably more than explicitly clinical stories.
It intersects with relationships, work, family, sleep, habits, social media, celebrity culture, wellbeing, decision-making and everyday behaviour.
By identifying these connections, Fair PR could continually find new applications for Christine's expertise rather than depending on occasional Cambridge Therapy Centre business news.
That helped create sustained media activity throughout the six-month period.
The outcome
Across six months, Cambridge Therapy Centre developed a substantial body of earned media evidence around Christine Schneider's professional expertise.
The supplied campaign records show more than 30 published media opportunities, with coverage appearing across national, international, consumer, lifestyle, health and specialist publications.
The campaign demonstrated how strong professional credentials combined with responsive expert commentary can create repeated media opportunities across a surprisingly wide range of subjects.
You can view Cambridge Therapy Centre's published articles in our Media Coverage database, alongside hundreds of other articles secured for our clients across a wide range of industries, sectors and areas of expertise.
The results
| Result | Details |
|---|---|
| Campaign | Cambridge Therapy Centre |
| Campaign length | 6 months |
| Expert | Christine Schneider, Clinical Psychologist and founder |
| PR approach | Expert commentary, reactive journalist opportunities and mental health and psychology PR |
| Published media opportunities | More than 30 across the supplied campaign records |
| Selected publications | The Independent, Daily Mail, Yahoo, MSN, Dazed, SheerLuxe, Country & Town House, Bored Panda, The Economic Times, Saga and Woman's Weekly |
| Campaign focus | Psychology, mental health, relationships, wellbeing, behaviour and practical expert commentary |
Could your professional expertise become a media opportunity?
Expert PR works best when it starts with genuine knowledge that journalists can use.
Fair Public Relations helps credible professionals identify the subjects they can speak about with authority and turn that expertise into relevant earned media opportunities.
Explore Expert PR
