AXELOS global best practice – joint venture company created by the UK Government’s Cabinet Office and Capita plc – which develops, enhances and promotes international best practice methods and frameworks including PRINCE2®, MSP® and ITIL® 4.

Metamorphic PR was asked to devise an integrated communications campaign to help promote one of AXELOS’ newest best practice approaches – RESILIA – aimed at improving organizations’ cyber resilience.


  • Raise awareness of the issues about low quality cyber security training in UK companies
  • Emphasise the vulnerability to cyber-attack created by employees
  • Present the solution: AXELOS’ RESILIA best practice learning
  • Use a range of integrated activities to support the campaign


  • Analysed Ipsos MORI survey among executives responsible for cyber security learning in companies
  • Generated two phases of media relations activity aimed at relevant media
  • Created accompanying collateral including a downloadable guide to improving cyber security learning and training
  • Created professional video content featuring AXELOS expert commentary on the research and best practice advice
  • Drafted supporting cyber security-related blog content.


  • Widespread media coverage in both phases of media relations
  • Visits to cyber-related pages on AXELOS website: unique page views up 56% to 2410.
  • Time on AXELOS cyber-related web pages up 169% to 2:22 mins
  • Entrances to the AXELOS website via cyber-related pages: up 225% to 1,030
  • Appearance of AXELOS web URLs in Google search results for cyber-related search terms: up 26% to 4,700
  • “I initially approached Metamorphic PR to support AXELOS Global Best Practice, which was in start-up mode at the time, in the creation of a content strategy. Over seven years, and several hundred blog posts later, AXELOS is leading the way in thought leadership within our industry and this is thanks in main part to the professionalism and creative input from Metamorphic PR. I would definitely recommend the services of Metamorphic PR to anyone that wants to take their content creation and thought leadership to the next level.”

    Adam Cracknell – Head of Brand, PR and Communications, AXELOS
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