Publicity & Public Relations
Reach and Credibility with Earned Media
PR Campaign Hits Radio, Print & Online
Interactive Health Services (IHS), the leading provider of population health management programs, wanted to launch an annual recognition program for client companies that had exceeded their employees’ collective health improvement goals for the year. Element-R, working with Unicom Marketing Group, developed the company’s first PR program to support the Awards, while exposing IHS’ highly successful service to the broader, national business community.
Working closely with the executive and sales teams, Element-R captured the IHS brand story, and announced the Healthiest Companies award winners via a national and local publicity campaign. A new web site specific to the Award was also created as an online component to the campaign.
National and local press materials and aggressive media contact resulted in 46 articles published nationally and online, reaching nearly 50 million people. Element-R also conducted a radio media tour featuring IHS’ CEO and President, resulting in airtime at more than 1,000 broadcasters, reaching an estimated 7.8 million listeners – an impressive success for the company’s first public relations campaign.
Small Firm Gets Big-Time Credibility Boost
Smart Story Angles Get Noticed
When Financial Solutions Advisory Group, a national RIA firm serving high net-worth individuals, needed to project credibility with prospects, Element-R used the firm’s experience in acquiring a retiring solo RIA to gain market authority.
Older investment advisors were retiring and selling off their client bases to a new generation of advisors their clients have never met. Proof of this trend was the emergence of M&A and acquisition services for investment advisors supplied by Schwab and Fidelity, among others.
The public relations campaign created by Element-R helped FSAG leverage the trend by reporting on it and supplying eight helpful tips clients should ask a new advisor when the old advisor sells out. Feature interviews on Bloomberg Television, and a cover story in Worth magazine, among other placements, helped FSAG open dialogue with new partners – and close business with new clients.
First-Time Exhibitor Garners Media Attention
One-on-One Interviews for New Division Launch
The newly-formed Life Sciences division of IPM wanted visibility at the CRO (Contract Research Organization) Partnership Conference. The event was the initial step in building greater awareness for a major life sciences conference later in the year. Challenges the company faced: It was its first time at this conference; it had never conducted trade show media relations before; and there was less than three weeks until the event.
With no real “news” to announce, Element-R dug for angles for its PR campaign that might interest the media. The discovery: both CROs and pharmaceutical manufacturers find internal communication and project coordination to be common difficulties that can inhibit drug trials. The media pitch: “10 ideas that can help promote better drug trials.”
Interviews were secured with trade reporters representing six leading U.S. and European pharmaceutical-related publications. Upon follow-up, the company was invited to contribute two feature articles.