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This established and successful 10-year old service company had never engaged public relations and was rarely mentioned by the press or asked to present at industry events. The company offered a service that received little media attention.
PR Strategy
Given the company’s strengths in brand strategy and design thinking, double E communications recommended a strategy that positioned the company as a “thought leader.” We created a series of trend pitch letters, press releases and position papers that showcased the company’s outstanding thinking on a number of compelling industry topics.
Equipped with these materials, double E communications drove a distinct media effort to educate reporters and industry event organizers on the company’s spokespeople as subject matter experts.
Tactics included:
- Subject matter expert positioning: a concerted and direct approach where we reached out to reporters (via a flurry of phone calls and emails) with pitches timed to be relevant to the reporter’s area of coverage
- Speaking engagement abstract development and phone pitching to industry event organizers
Results
After a decade of virtually no press or industry visibility, the 18-month thought leadership effort amplified and exalted the company’s presence.
PR results included:
- Local television coverage including interviews with the
company CEO - Company profile articles spotlighting the studio’s work
- Executive “personality profile” articles
- A series of high profile speaking engagements at key
industry events - Awards recognition for the company’s best work
