Driving national conversation on AI in the classroom for Oxford University Press
MIDAS delivered research PR and broadcast outreach to position OUP as an authority on AI and education.
Media relations (print, digital, broadcast, podcasts)
Campaign strategy & positioning
Thought leadership & profile building
Trade PR & industry influence
441 million
estimated reach
249
pieces of coverage across print, online and broadcast
41
broadcast interviews and features
150+
outlets for PA Media syndication
The Brief
Oxford University Press appointed MIDAS to deliver a fast PR campaign for new AI research. With no product launch planned, our brief was to position OUP as a leading authority on AI and education, landing alongside the Government's Curriculum Review and generating coverage across mainstream, education and cultural media.
The Work
We built messaging from research surveying 2,000 UK pupils on AI attitudes. We shaped the press release by aligning findings with the Curriculum Review announcement and pitched under embargo to allow coverage planning. We offered interviews with senior spokespeople, a headteacher and pupils across national, broadcast, education and trade media, sustaining momentum with follow-up commentary and op-eds.
The Results
We secured coverage across major national outlets, shaping headlines on pupils' AI use and misinformation literacy and reinforcing OUP's position as a trusted authority on AI in education. Our work delivered exceptional reach and authority within a compressed timeframe.
