Prophet
MEDIA RELATIONS
Prophet (www.Prophet.com) is a management consultancy
that helps clients achieve competitive advantage
by creating and implementing integrated business,
brand and marketing strategies. It works with companies
from strategy to execution to develop, operationalize,
grow and protect one of their most valuable assets:
their brand. This global firm bases its marketing
initiatives around the expertise and thought-leadership
it brings to client engagements. Its focus is largely
oriented toward media relations strategies combined
with public speaking at industry venues.
The need
Prophet is a highly regarded authority on branding
issues and concerns – particularly because
of its emphasis on brand as an integral, underlying
aspect of an organization’s business strategy.
Hodge Schindler was retained to develop
a long-term, strategic communications program designed
to help build Prophet’s visibility and credibility.
The challenge: to support Prophet’s “expertise
marketing” initiatives in a way that would
help the firm build and extend its own brand as
the preeminent voice in brand strategy.
Our approach
We researched Prophet’s perspective and
points of differentiation via presentations and
books authored by its senior executives; we also
held brainstorming sessions and one-on-one interviews
with Prophet’s leaders to gather information
for articles and white papers.
Hodge Schindler also
researched appropriate media markets that would
be receptive to Prophet’s
message on brand, including mainstream press, marketing
and business management periodicals.
- We created Prophet’s press kit and evaluated
and wrote supporting materials, such as case studies
for dissemination on its Web site and its sales
kits.
- Hodge Schindler wrote and edited numerous articles
under the bylines of senior Prophet managers.
- We positioned story ideas to editors and reporters
at targeted publications.
- We consulted with Prophet on PR strategies to
support its initiatives, from a new book authored
by one of its partners to a benchmarking study
on best branding practices and attitudes.
The outcomes
Prophet has experienced an overall increase
in visibility and media interest based on the
heightened number of incoming queries from prospects,
journalists and competitors.
Since 2001, articles
and quotes by members of its senior staff have
appeared in various high-profile business and
marketing publications, with an average of three
bylined article placements per month and regular
citations in such publications as Business Week,
the Wall Street Journal and The New York Times.
A
library of published articles has been accumulated
in the form of PDF files, which Prophet makes available
on its Web site.
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