B2B PR benchmark: A Good Day’s Work for Robertson Cooper

Business psychology and wellbeing experts Robertson Cooper, along with its Good Day At Work brand, wanted to promote the annual Conversation event to potential attendees from the industry via a national media campaign. Here’s how we helped the firm with an outstanding B2B PR push.

Objectives

Business psychology and wellbeing experts Robertson Cooper, which owns the Good Day At Work campaign, wanted to promote its yearly Conversation event to potential attendees from the industry through a national media campaign.

Our primary objective was to drive ticket sales amongst HR practitioners and secure press coverage about the conference, and the company’s work overall. Within this, we needed to place interviews with speakers in relevant titles, ensuring the event was named and the date mentioned.

Strategy & Plan

We implemented a three-pronged strategy to fulfil our requirements:

*Call upon established, ongoing media relationships to spread the word about the event

*Invite HR media to attend the event and interview speakers whilst there, creating long form feature content mentioning the Good Day At Work brand

*Build a story around the event, which would help lift it beyond the industry pages and into mainstream publications, amplifying the campaign significantly

This involved:

*Drafting and distributing a press release with full details of the event, which also acted as an invite to the conference

*Using Robertson Cooper’s own Good Day At Work report we developed a fresh, newsworthy angle based on the idea of wellbeing at work- this resulted in two stories; a typologies piece looking at different characteristics of people in the workplace, and a second focussed on how managers can negatively or positively impact on staff days at work.

*Smoking Gun PR were on site at the event to liaise with media and speakers to lock in interviews, including time with Alastair Campbell and John Amaechi.

 

Measurement & Evaluation

Measurement for this campaign was based on media hits in the run up, during, and after the event.

Results

We secured three major pieces of media coverage before the event, helping sell out all tickets.

Media attendees from four primary industry titles were in attendance, including HR Grapevine, HR Magazine, and Changeboard.

Interviews were successfully completed, leading to a further 11 pieces of immediate coverage, and six in longer lead media.

Our typologies story appeared in The Sun’s employment pages during the week of the event, with a full page hitting the London Evening Standard on the day.

Total reach was 2,890,159 people, costing the client £2.40 per 1,000.

All coverage contained the brand name.

Results

2,890,159 total reach, costing £2.40 per 1,000 people
100% of coverage contained brand name
Hits in The Sun, along with high profile industry titles like HR Magazine and Changeboard
17 media hits following the event
All tickets sold for the event