Using PR to Become an Expert Source
One Article Gets Many Placements
Steve Butler, CEO of Pension Dynamics and Retirement Plan Cost Guru, hired Placemaking Group to design a publicity program around an article that he wrote on cash balance buy-out plans. Butler wanted to reach his target audiences, but did not have the resources to find media that would print the article. We identified vertical publications in his key markets and contacted editors to secure publication.
Gaining National Coverage
In addition to bylined articles, we set up listings for Butler as an expert source using online resources where reporters search for expert contacts. We also contacted reporters directly to promote Butler’s business and his expertise. Major media, such as CNBC.com and the Chicago Tribune contacted him for their articles related to retirement planning.
The media contacts that we made paid off with Butler’s portfolio of PR placements increasing dramatically and still continuing to grow. His cash balance buy-out plan article gained placement in legal, insurance, commercial construction and other industry trade publications. Reporters who interviewed him continue to call on him for quotes. As a result of a successful PR campaign, Butler’s business, Pension Dynamics, is growing and thriving.