RBS and beetroot triumph at CIPR Awards

To win one prestigious award is a wonderful thing – but to win the double is amazing

Following Outside>In’s success in the ‘Best feature-led magazine’ category at last September’s IOIC (Institute of Internal Communications) awards, the magazine followed up by taking the gong for ‘Best publication’ at the CIPR Awards held in London.

The CIPR is the professional body for public relations practitioners in the UK, so Outside>In was up against publications for primarily external audiences for the much-coveted award.

And it was in excellent and eclectic company. The 2015 Excellence Awards shortlist ranged from a guide to recognising pain in those with dementia, to the UK’s first scented travel guidebook.

An integrated magazine and microsite, Outside>In is written, designed and produced by beetroot in close partnership with the RBS communications team. The Bank’s global readers appreciate the opportunities for interaction and the thought-provoking content that inspires them to get involved:  including taboo-busting features on mental health and interviews with transgender employees.

“Outside>In is a unique publication and one of the few sources of inspiring, easy to read articles”

As one reader commented in the latest reader survey: ‘Outside>In is a unique publication and one of the few sources of inspiring, easy to read articles.’

beetroot MD Bob Wailling said: “To win this award, the work has to be of the highest standard but we also have to attend an interview to discuss the thinking behind the publication. This is a fantastic achievement and hugely deserved.”

Here’s what the CIPR judges had to say about the magazine: “The Royal Bank of Scotland has faced a difficult few years with reputational problems both internally and externally. They have worked with beetroot to identify solutions for their internal communications by creating a magazine which focuses on the people of their organisation, rather than the strategic messages. This publication positively focused on staff, whilst not avoiding the bigger ‘elephant in the room’ issues, in a well-designed, easily accessible way. The judges felt that this was a great example of how to use a publication to turn around internal problems in a positive manner.”

So if there were ever any doubts about Outside>In being one of the finest employee magazines in the country, there are now two very good reasons to dispel them!

Bob Wailling

Bob Wailling is Managing Director at beetroot