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Public Relations Case Studies
• The Kelsey Group
• Availant Inc.
Objective
Generate press coverage and broader awareness of The Kelsey Group,
the leading provider of global Yellow Pages industry research and
intelligence, by capitalizing on breaking news about the $7 billion
acquisition by an investment firm of one of the largest Yellow Pages
companies in the U.S.
Challenge
Required rapid response to breaking news in order to connect Kelsey
Group analysts with key reporters, within the short window of opportunity
afforded by today's compressed news cycles.
Strategy
• Identify key telecom, M&A and business reporters at wire
services, national daily newspapers, local daily newspapers in the
acquired company's market, and online news publishers who were likely
to report on the breaking news.
• Issue a media advisory via e-mail directly to reporters regarding
The Kelsey Group's credentials as an expert on the Yellow Pages industry,
and the availability of Kelsey Group analysts for comment on the current
buy-out deal.
• Schedule interviews and track coverage.
Result
• Within two hours of the announcement of the buy-out deal, Tango
Group identified press targets, issued a media advisory, and lined
up interviews with major media, including: Acquisitions Monthly, Arizona
Republic, Associated Press, Bloomberg News, Chicago Sun-Times, Denver
Post, Financial Times, Reuters America and The Wall Street Journal.
• Generated press coverage in high-profile business and trade
media (print, online and broadcast).
• Strengthened relationships with key reporters who utilized
The Kelsey Group as a source for stories on subsequent Yellow Pages
industry buy-out deals.
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Objective
Generate awareness of Availant as an innovator in the systems and applications management space, specifically as a developer of availability management and storage management technology.
Challenge
Overcome zero name-recognition due to a recent name change, and reposition the company to move from a services-based business to a product company.
Strategy
Implement an integrated public relations program with an emphasis on making news and building press and analyst relationships to gain visibility among prospects, customers and potential partners.
• Initiate a news release program to issue a steady stream of newsworthy company information.
• Build relationships with key industry analysts through briefing tours and ongoing communications to create top-of-mind awareness among these important industry influencers.
• Implement a media liaison effort based on positioning senior IT staff as subject matter experts, available for comment on the hot topics of storage and availability.
Result
• Garnered substantial visibility among target audiences including investors, prospects, partners and customers, with an active news release program.
• Secured analyst briefings with all primary targets, including Aberdeen Group, Enterprise Management Associates, Gartner, Hurwitz Group, IDC and META Group. Ongoing effort to build analyst relationships resulted in the development of two proprietary white papers and additional coverage of Availant relative to its marketplace.
• Generated interviews and press coverage among trade and business press, including a seven-minute company profile segment on the syndicated television program BusinessNow.
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