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“Nellie PR doesn’t bombard the media with press releases. Instead, it takes a targeted and issue-based approach that can turn even the most complex information and statistics into engaging and interesting news that delivers real value and exposure for our business.”
Peter Brooker
Head of Public Affairs | Experian
The challenge:
Develop greater awareness of Experian’s business information offering amongst key decision-makers
Generate awareness and coverage regarding the power and depth of Experian’s business information
Communicate Experian’s ability to integrate business information, the people behind the business and payment information – pushing Experian as thought leaders in the credit and business information industry
What we did:
The development and implementation of a PR strategy for Experian’s Business Information division
The creation of a Press Office function that provided the facilities to liaise with the media, respond to journalist enquiries and work closely with the marketing team and Press Office.
Reviewed the available data, agreeing on a series of research-based reports to be issued.
To support the research peaks campaign, strong media relations activity was undertaken. This included the selling-in of the research-based releases to key national journalists and PA News to ensure stories generated maximum press coverage.
Face-to-face briefings were secured with the leading trade media to communicate new offerings that communicated Experian’s core objectives. The briefings were followed up with the provision of press releases, in-depth articles and interviews.
Drafted, distributed and pitched new product announcements, new appointment press releases and case studies, including testimonials from clients such as: Eon, NPower, Scottish & Southern Electric, Wolters Kluwer, Britvic and Sage
In-depth, thought leadership articles were also produced to communicate Experian’s expertise and to increase awareness of Experian and the power and depth of its information.
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Results:
Over 108 separate activities recorded, including journalist requests for comments, the pitching of press releases and in-depth articles.
Coverage for Experian now over 167% higher than that of its nearest competitor
Over 240 separate articles of press coverage secured in the agreed target media, including: The Times, The Daily Telegraph, The Financial Times, Channel 4 News, The BBC, Accountancy Age and many more.
The selling in of the research-based releases to The Financial Times and The Daily Telegraph really paid off. Results included a one page spread with key spokesperson for Experian quoted in The Financial Times.
The coverage in the nationals was replicated in the trade media. In particular, the face-to-face media briefings resulted in high-level quality coverage, including a double-page spread about Experian’s new Risk Report in Credit Management Magazine – the number one industry title
Increase in requests from journalists, especially freelancers for Experian to provide columns, hints and tips articles
Series of in-depth articles secured to be featured in the leading trade titles – a direct result from the in-depth press briefings held
Want to know more?
If you’re interested in this public relations case study and want to know more about what Nellie PR could do for you, contact Ellen Carroll at ellen@nelliepr.co.uk or give us a call on 01392 927746, we would love to hear from you. You can also see more Nellie PR case studies.
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