We’ve talked about brand relevance as a PR strategy before.
One of the ways we've done this is by helping companies lead conversations around socioeconomic and regulatory issues impacting their industry.
Though these opportunities are inherently risky, they are also something audiences faced with change tend to seek expertise and POV on. This is true for customers/target customers and the press who cover their industries alike.
There are ways to come at these opportunities from a nonpartisan place of expertise rather than a politically charged stance, and we’ve worked with clients to build this type of thought leadership around new regulations in the hospitality, education and employment industries, to name a few.
Here, we break down some of those examples.
Leadership on Hospitality Training Standards
When Axonify, a workplace training provider, tasked us with helping them break into the hospitality industry as a new sales vertical, we started with a thorough media audit. We uncovered hospitality groups were facing an emerging issue: new human trafficking training standards, with laws set to take place by the end of that year.
STRATEGY: A content-based thought leadership approach, capturing this news hook and turning Axonify into a leading voice in the media through timely insights.
EXECUTION: Development of a survey report polling hospitality managers for POV of and ability to comply with the regulation.
We used the results to demonstrate urgency for reporters to cover this issue, with our experts as sources. We targeted an influential list of trade and top-tier media, and the client also used the report as an on-site tool to help attract and nurture leads.
RESULTS: Five pieces of trade coverage for the campaign (secured quickly), with 100% linked back to the company’s website, driving qualified sessions and on-site conversions.
Rapid Response on Benefits Policy & Law
When OneDigital, an insurance brokerage, financial services and HR consulting firm, wanted to boost market position and awareness, our first step was to increase its media presence on emerging issues acutely impacting current and target customers.
STRATEGY. Position the firm's consultants as top industry experts by offering unique insights and in-depth expertise on timely legislative and regulatory changes impacting the employee benefits landscape.
EXECUTION. Ongoing rapid response uncovered through daily news monitoring, pitching unique insights and POV to secure interviews and commentary.
We successfully leveraged events including the Investor Choice Act, Biden's Ozempic/GLP-1 coverage proposals, IRS guidance on employer 401K contributions and more to grow OneDigital's footprint in target outlets.
RESULTS: The campaign has helped establish market leadership for OneDigital's offerings and expertise via ongoing high-value visibility in national and trade outlets including CNN, WorldatWork, PlanAdviser, and Boston Business Journal.
Leveraging Cybersecurity News to Place Priority Messaging
For Infosec Institute, provider of cybersecurity training and certifications, driving attention to the need for cyber awareness and training is a top priority. Tapping into legislation and White House programming creates the perfect opportunity to do so.
STRATEGY. Drive attention, urgency and relevance to Infosec's mission and offerings by tying into government news.
EXECUTION. Thought leadership reactions to proposed, pending and enacted legislative changes and government initiatives, with timely POV that reinforces key messages around cybersecurity gaps, training and upskilling.
Rapid response spanned news moments such as breaches, accreditations and new programs from the National Cyber Director.
RESULTS: Continued newsjacking has helped grow Infosec's visibility, with one of the latest efforts driving six pieces of coverage alone, including in CIO, HelpNetSecurity, TechTalks Daily Podcast and pending pieces with IT Brew, Security Magazine and Dataversity.
If you're ready to learn how to leverage regulatory and legislative news in a thoughtful way, we'd love to talk about what opportunities exist for you.
What’s a Rich Text element?
The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
Static and dynamic content editing
A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
How to customize formatting for each rich text
Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
