Solution
A comprehensive media relations plan was developed by the agency to gain visibility for Andersen in the Seattle market. From the firm’s nine market offerings, three were chosen as priorities: Business Consulting, Tax, and Audit. Lead partners from each of these practices were designated as media spokespersons.
A media kit was created, including a corporate fact sheet, backgrounder, and multiple topic-specific press releases. Since the majority of Andersen’s news was nationally-driven, a concerted effort was made to incorporate local issues into each release. Targeted media lists were developed, with reporters and editors carefully chosen based on their demonstrated areas of expertise. Numerous stories were regularly pitched to local business media, taking into account the specific interest of each reporter. To provide a foundation for ongoing relationships with the Seattle business media, media briefings were set up. Andersen’s lead partners received media training and were scheduled for one-on-one meetings with key reporters. This effort introduced the firm’s partners to the local media and increased awareness of these individuals as expert resources for the local business media.
Outcomes/Results
Andersen’s media relations campaign was a long-term effort that continues to be implemented. To date the firm has received media coverage on television, in the online e-business press, in the Puget Sound region’s local dailies and the leading business weekly. Reporters from these same publications have met with and interviewed partners from the firm’s three priority market offerings.
APPROACH:
