WPEngine

So, the company in 2013 set out to find a dynamic public relations partner that would help raise awareness about its brand and offerings among senior marketers and content professionals; increase its media coverage in relevant trade and internet media outlets and expand its media coverage to broader media outlets; and spotlight its spokespeople as thought leaders.

The PR team started with an extensive media research audit of the client and its competitors. The results indicated that media coverage was mainly business focused – with limited thought leadership or stories on big issues and little in the way of compelling, visionary media coverage.

With this intelligence in hand, the PR agency and client joined forces on three main objectives. They would implement media campaigns to provide the company with an opportunity for thought leadership and allow the business to disrupt the media landscape within its industry. They would aim to increase awareness of the client’s spokespeople as authorities and visionaries in entrepreneurism, marketing, publishing and WordPress. And they would move forward to secure media coverage that would set the company apart from its competitors.

The public relations team developed a threefold approach to help the client do that. The strategic plan included quarterly thought leadership campaigns, monthly product news outreach to marketing and tech media outlets and a CEO/corporate public relations program. A key initiative to advance these efforts would be a third-party survey on the blogosphere.