Case Studies

Seeking Diverse Media Placements

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The challenge
The Insurance Industry Charitable Foundation (IICF), conducted a search for a public relations agency to assist IICF in promoting its bi-annual Women in Insurance Global Conference in New York City in June 2017. Founded in 1994, IICF is a 501©(3) tax exempt charity funded and directed by insurance industry professionals. IICF sought a public relations agency to help gain increased media exposure beyond that of the 2015 conference for the 2017 theme, which was The Power of Diverse Thought and Innovation.

After a national search, Kimball Hughes Public Relations was selected to not only conduct public relations on behalf of IICF and the conference, but also to manage all social media messaging related to the conference and develop thought leadership content related to the event and the expertise of its speakers.

The solution
Kimball Hughes PR established a weekly call with IICF leadership, and worked to best understand the goals of the conference and its audience. Analyzing the PR efforts undertaken in 2015, we developed a timeline and plan of action to go beyond those results and maximize media opportunities before, during and after the 2017 conference.

First, we reached out to conference keynote speakers to develop bylined article concepts related to their planned presentations, as well as diversity in the workplace issues in the news. Using our relationships with trade and North American media outlets, we pitched and secured numerous media interviews and article placements with targeted outlets. Second, we created a content calendar for social media, highlighting key topics and speakers over a series of weeks leading up to the event. We also modernized IICF’s media materials, creating a branded and highly sharable digital press kit.

At the conference itself, the Kimball Hughes PR team provided live social media coverage of the event and coordinated 16 on-site media interviews with six different media outlets, including Reuters and Dow Jones. Of those 16 on-site interviews, six were live-to-tape for broadcast trade media.

Exceeding the nine media placements that highlighted the 2015 conference, Kimball Hughes PR’s work resulted in approximately 30 news stories, interviews and bylined articles published in relation to the 2017 Women in Insurance Global Conference. Sixteen of those media placements were secured or published post-conference.

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