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Global Market Research Firm Turns to PR and Thought Leadership Campaign to Boost Industry Awareness and Sales

Situation Overview
The employee engagement market is red hot, attracting a wave of start-ups while also drawing renewed attention from long-time market leaders.

A global HR consultancy, which specializes in using market research to identify employee engagement flaws and then help companies execute strategies to strengthen their employee base, had an image problem that was hurting its ability to sell more to existing customers, as well as to sell into new companies.

Among the objectives that this global HR consultacy wanted to achieve:

  • Improve strategic messaging
  • Execute a strategic public relations campaign
  • Execute a strategic speaking program to extend influence and help drive sales interest

Problems Solved
The public relations campaign, which generated 15+ media placements per month in 2005-06, was recognized with a Silver Trumpet Award in 2006 from the Publicity Club of Chicago for outstanding marketing in a public relations program. Campaign results included a variety of nationally syndicated media placements, in addition to featured placements in Fortune, New York Time and The Wall Street Journal.

The company then turned to PWMG to help it launch a new Safety Market Survey Practice, in order to establish its key team members as thought leaders and help drive new sales opportunities.

The public relations campaign for the launch of the Safety Market Survey Practice earned a Silver Magellan Award in 2007 from League of American Communications Professionals and also secured eight bylined articles and multiple media placements in the new safety vertical in the three months following the launch.

Related PWMG Services
Public Relations | Marketing Strategy | Database Marketing

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