Media relations
07.26.2010
In:
Public Relations
Challenge
Workplace Options, a global provider of work-life benefits and employee support services, helps companies increase employee productivity, reduce absenteeism and retain top talent by helping implement work-life programs. Their challenge? In a tough economy, companies are looking to reduce rather than add employee benefits. Workplace Options needed to remind employers of the often overlooked business benefits associated with offering employees work-life and other wellbeing services. To increase awareness within the C-suite and drive sales, Workplace Options sought media coverage beyond the usual trade journals reaching human resource managers.
Our Thinking
To earn the attention of mainstream news media, Capstrat recommended a series of branded Workplace Options polls on work-life service topics such as child care, wellness initiatives and employer-sponsored training to gain insights into employee sentiments. Using statistics from the monthly polls, Capstrat turned data into coverage with targeted pitching to mainstream media.
As economic woes reverberated on Wall Street, Capstrat further leveraged Workplace Options’ polls by publicizing the personal and professional tolls of the economic crisis. Workplace Options produced several polls focused on economic concern, its effects in the workplace and on employees’ sense of job security. Capstrat researched national media coverage trends on the economic crisis and determined which reporters were covering the issue and also potential gaps in coverage. Our analysis informed Workplace Options’ poll topics.
Results
Workplace Options’ polling series gained coverage in top-tier news outlets including The New York Times, The Los Angeles Times, Inc.com, MSNBC, CNBC, Information Week and Crain’s Business. In total, WPO earned nearly 70 media placements in one year. In addition to detailing the challenges employees across the nation were facing in the workplace, the polls helped build the case for how work-life benefits, such as Workplace Options’ programs and services, could help increase employee job satisfaction.
Several top-tier clients and potential clients referenced the positive coverage in discussions with Workplace Options. The company anecdotally cites the coverage as a part of the increase in business. Based on the success of this program, Workplace Options has now expanded the Capstrat’s media outreach scope to the United Kingdom and Canada.
