Thought Leadership


Concirrus – Quest For Success Case Study

Concirrus – Quest For Success Case Study

Concirrus - Quest for Success

B2B PR Case Study - Insurtech

“This time last year we were seen as an industry outsider – the increase in brand awareness has now firmly positioned us as part of the insurance community, helping to drive change.”

Andrew Yeoman

CEO, Concirrus

Quest for Success
Year 1

the messaging lab icon

Messaging Lab

Persona & Messaging
Development

Workshops

Communication strategy

Personas

Messaging validation interviews

 

The forge icon

The Forge

Campaign Planning

1 Messaging matrix

1 Brilliant ideas bank

 

The Beehive icon

Beehive

PR Delivery

1 Exhibition publicity package

60 Journalists briefed

7 Press releases

10 Interviews

6 Thought leadership articles

 

the messaging lab icon

Messaging Lab

Persona & Messaging
Development

Workshops

Communication strategy

Personas

Messaging validation interviews

 

The forge icon

The Forge

Campaign Planning

1 Messaging matrix

1 Brilliant ideas bank

 

The Beehive icon

Beehive

PR Delivery

1 Exhibition publicity package

60 Journalists briefed

7 Press releases

10 Interviews

6 Thought leadership articles

 

Impact to date

118

pieces of
coverage

196.3m

impact
score

400%

increase in
news uptake

60%

coverage in
publications
with a DA
of 40+

the messaging lab icon

Messaging Lab

Persona & Messaging
Development

Workshops

Communication strategy

Personas

Messaging validation interviews

 

The forge icon

The Forge

Campaign Planning

1 Messaging matrix

1 Brilliant ideas bank

 

The Beehive icon

Beehive

PR Delivery

1 Exhibition publicity package

60 Journalists briefed

7 Press releases

10 Interviews

6 Thought leadership articles

 

Impact to date

118

pieces of
coverage

196.3m

impact
score

400%

increase in
news uptake

60%

coverage in
publications
with a DA
of 40+

BACKGROUND

Concirrus is the creator of Quest, an innovative data and analytics platform that is changing the way the global insurance industry manages risk. Its Marketing Director, Caroline Hurst, was tasked with establishing the brand, as well as scaling her department to enable and support an aggressive, international growth plan.

Challenge

The challenge was three-fold.

1 Although extremely effective, the working practices within the insurance industry are no longer efficient in today’s digital world. Engaging and collaborating with decision makers to help them understand the value digital technologies could deliver was critical.

2 The speed at which the business was evolving meant that any external support Caroline invested in had to be responsive, knowledgeable and efficient.

3 With one main competitor appearing to offer a similar capability within the marine sector, identifying and demonstrating Concirrus’ unique differences were essential.

Challenge

The challenge was three-fold.

1 Although extremely effective, the working practices within the insurance industry are no longer efficient in today’s digital world. Engaging and collaborating with decision makers to help them understand the value digital technologies could deliver was critical.

2 The speed at which the business was evolving meant that any external support Caroline invested in had to be responsive, knowledgeable and efficient.

3 With one main competitor appearing to offer a similar capability within the marine sector, identifying and demonstrating Concirrus’ unique differences were essential.

OUTCOME

Caroline Hurst comments: “As a business, we better understand who we are targeting and how to engage them more effectively. It’s no longer based on intuitive engagement – we’ve captured the essence of what we need to say and who we need to say it to, so that everyone can play a role – the impact of this is that our extraordinary growth has been enabled in a more coherent way. The communication strategy has provided us with those invaluable marginal gains and the customer validation carried out by EC-PR was the most valuable piece of work we did this year.

Next year we are focussed on expansion with ambitious plans afoot. We’re looking forward to continuing our partnership with both Lorraine and Liz at EC-PR to see just what they are capable of.”

Concirrus Andrew Yeoman LinkedIn Post

“The PR outreach has been exceptional and has delivered everything we’ve asked of it. The Concirrus voice leads the media we have targeted; our authority is now established in maritime and our share of voice is in the ascendancy. A year into the campaign and EC-PR has secured 118 pieces of coverage in our target media with more than half of those with a Domain Authority of 40+. We have also seen noticeable peaks in website traffic directly related to the PR activity.”
Caroline Hurst

Marketing Director, Concirrus

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Thought Leadership Case Study: SELIS – Amplifying Success

Thought Leadership Case Study: SELIS – Amplifying Success

Selis - Amplifying Success

Thought Leadership Case Study

BACKGROUND

SELIS (the Shared European Logistics Intelligent Information Space) was a three-year €17 million flagship European Commission-funded research project and part of the EC’s €77 billion Horizon 2020 research and innovation programme. Bringing together 37 partners f rom across Europe, including research organisations, SMEs and large industry players, SELIS delivered an open source, cloud-based intelligence platform for logistics collaboration. The project hopes to motivate faster, more efficient, flexible and sustainable supply chain ecosystems in Europe.

Challenge

After three years of research & development, during which time the SELIS project team’s own efforts to promote the project had had limited impact, and the logistics community, which was set to be the main adopter and beneficiary of the project’s innovative platform, remained largely unaware of the strides the project was making.

SOLUTION

EC-PR proposed an intensive three-month PR outreach programme aimed at celebrating the successful conclusion of the SELIS project and promoting the commercial benefits of adopting SELIS’ logistics collaboration models. The programme consisted of a proactive media outreach, including profiling key journalists and influencers from across Europe interested in the subject, securing story placements, arranging media interviews and developing news announcements, combined with building thought leadership by means of articles and blog posts.

OUTCOME

After an intensive and brief ramp-up period the programme swiftly generated the first tangible results, including press coverage in tier 1 media outlets, such as Forbes and Intelligent CIO, and leading logistics trade publications, including Logistics Voices, Supply Chain News and JOC.com.

Dr. Takis Katsoulakos and Makis Kouloumbis of Inlecom Systems (the SELIS project coordinating partner) were positioned as thought leaders on innovative new logistics models through article placements in JOC.com, Logistics Voices, Computer Weekly and TechTarget.

The results of SELIS ‘Living Labs’ (real-life testing environments) were communicated through press interviews with key Living Labs partners from the industry and academia who endorsed the project’s outcomes.

“EC-PR have quickly grasped the complexities of the SELIS project and managed to transform them into a compelling media narrative. By building strong connections with our project partners and bringing them into media activities they have strengthened the credibility of our story which is important for future commercialisation of the project’s innovations. The results generated have been impressive.”
Dr. Takis Katsoulakos

MD, Inlecom Systems, the SELIS project coordinating partner

SELIS Project at a Glance

Intense ramp-up of PR programme

2

News releases

4

Press interviews with SELIS project partners

3

Feature articles placed

15

Pieces of coverage in tier 1 business and trade publications

1

Speaking opportunity secured

Intense ramp-up of PR programme

2

News releases

4

Press interviews with SELIS project partners

3

Feature articles placed

15

Pieces of coverage in tier 1 business and trade publications

1

Speaking opportunity secured

Intense ramp-up of PR programme

2

News releases

4

Press interviews with SELIS project partners

3

Feature articles placed

15

Pieces of coverage in tier 1 business and trade publications

1

Speaking opportunity secured

More Case Studies

GUARANTEED PERFORMANCE

Being in the right place at the right time… We will deliver feature length coverage to your target press… or your money back.

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How to Become a Thought Leader

PR Guide for for Business Leaders

Becoming a Thought Leader is considered the holy grail of PR and marketing. Thought Leadership in the STEM industries is essential as a way of driving innovation, producing exciting solutions and sharing new ideas. Consequently and importantly, these leaders are trusted sources of information for their audiences. But in this noisy world where everyone has an opinion how do you raise your profile?

Please complete the form and we will email our definitive guide.

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You can read more about WHY Thought Leadership is so important in our blog post here.

Thought Leadership: How To Communicate Authoritatively

Thought Leadership: How To Communicate Authoritatively

If you’ve actioned Stages 1 & 2 in our last blog HOW TO BECOME AN INDUSTRY THOUGHT LEADER you will be smiling like a Cheshire Cat about the fine piece of valuable content you have in your possession.  But how do you get it to be seen and heard by the people and media that matter?

 

STAGE 3: COMMUNICATION

Prioritise your targets.

Prepare a list of who you want to target, for example: The Marine Professional, MarineLink and Maritime Executive may be on your list.

Prioritise and work through the list of targets to research, the format and tone that similar articles take, and where they are being shared (websites, blogs, social groups).

Identify the contact details of the people, editors and reporters you want to persuade to run your material and approach them on a one-by-one basis. Ensure that when writing to named contacts you use the research you have carried out on their media outlet and that you tailor your piece accordingly.

Format your material.

Each channel will need its own appropriately formatted material. I would recommend that you start with one or two media organisations and do your learning and do it well. Remember, as a thought leader you need to produce new and interesting content regularly: Think outside the box!

This could be a White Paper, Comment piece, Short film, Blog, Speech or Podcast.

Approach your chosen media targets.

Approach the organisations you’ve identified, one by one, and offer them a comment, article, opinion, contribution to their media channel – make sure this is relevant to their audience:

Written material

Get it subbed and edited by a colleague you like and respect. When they have finished reading, get them to answer the magic question: So what? Let their answer guide you as to what to add or take away. Ensure you chop out anything that doesn’t directly contribute to your idea. Also add as many visuals, photos, graphs, cartoons as you possibly can to bring your idea to life. Use humour to lighten ‘dark’ material.

Video

Make it concise and dynamic but be prepared to vary your pace. Corporate films shouldn’t be more than 90 seconds long, talks no more than 17 minutes (see Ted Talks https://www.ted.com/watch/tedx-talks)

Conferences & forums

Take every and any opportunity to present your idea. If you are
 not an experienced speaker, start small. In your own office with colleagues, amongst clients, some people find doing a webinar is ok because they can’t be seen.

Ask for feedback.

At every event ask what your audience would like more of – this will ensure you get constructive feedback and will keep you motivated. Don’t expect to please everyone – in fact, a bit of push back suggests you have pushed the boundaries – this is good.

Promote yourself

Be prepared to promote the pants off your thought leadership activities. It’s a good idea to get media trained (we can help with this!) Remember that practice really does make perfect. You will make mistakes, so make the bad ones in private, choose somewhere safe to make your mistakes.

Do not expect anyone to care as much about this issue as you.

You will have to be persistent and expect some level of rejection. This is fine – not everyone is as forward thinking as you are!

Be prepared.

Be prepared to slice and dice your material for different audiences with interests in different aspects of your idea.  Don’t be precious, learn to adapt and give what the media outlet is looking for, as long as it’s still true to your beliefs.

Be Social.

Use whichever social media platform is relevant and appropriate to your audience. Make sure your profile pictures and wording are professional and get yourself a hashtag that people can follow to find your latest pieces. Learn the tricks of the trade, like adding relevant trending hashtags to your posts to help get them noticed, and then get active, because if you’re not then no-one else will be.

Now repeat, repeat, repeat!

Get our full FREE guide on How to become a Thought Leader here or email us at [email protected]

If you have reached the end of the blog and you’re not sure you have the time to action this, contact us to do the heavy lifting for you [email protected]

 

Thought Leadership: How To Become An Industry Influencer

Thought Leadership: How To Become An Industry Influencer

You are already an expert in your field but becoming a thought leader is considered the holy grail of PR and marketing. It’s when you’re called by the BBC News to be an expert on a breaking story, when the most respected industry trade magazine calls you for your opinion and when you’re asked to speak at those all-important industry events.

But in this noisy world where everyone has an opinion, how do you become a thought leader? How do you elevate yourself and the brand you represent, with your own clear, well thought out viewpoint?

The initial stages to becoming and staying a thought leader is taking the time to thoroughly Research & Formulate your thoughts before Communicating them with the media.  Follow our tried and tested steps to get you started:

STAGE 1: RESEARCH THE 5 BE’s

BE PASSIONATE

Focus on something you are passionate about. You must genuinely love your subject. If you care, you will come across as authentic and credible. To remain current, you will need to keep abreast of the latest thinking relating to your area of expertise – reading widely is an essential practice for a thought leader as is talking to other experts to fine tune your opinions.

BE INFORMED

Research your area properly so that you are informed on different possible perspectives.Consider topical issues, those in the news –  for example; climate change, autonomous ships and piracy, and develop your opinion on them. Writing and news reporting is rarely impartial, so think about what
 the motivation might be behind the various documented opinions you read.

BE EVIDENCE DRIVEN

Evaluate which angles have the most merit, and document these. Having looked at the main options, consider the evidence that the opinions are based on. Draw up a list of evidence the writers refer to and evaluate which you think is the most robust and persuasive. Which do you find the most compelling?

BE OPINIONATED

Develop your opinion with appropriate proof points.As you develop your opinions, remember to keep detailed notes and annotate your text so that you can keep track of where your influences have come from. Depending on the material format you produce, you may need to quote sources.

BE VISUAL

Create visual representations of your idea.Wherever possible, create models, illustrations, infographics or even cartoons to bring your ideas to life. If you struggle with this, find someone who can help you. Remember, different people engage with, and absorb, information in different ways; by using graphics you can simplify complex concepts, increasing your chances of engaging with more people.

KNOW YOUR AUDIENCE

It’s critical to be clear about who you want to engage withbecause this will inform the tone and intellectual level you need to adopt in your language, content and presentation style. For example, the BBC News traditionally broadcasts news stories in a way that an average 14-year old can understand – this means researchers and interviewers drill down to the essence of a story, sometimes appearing to oversimplify it in order to make it accessible to its broad audience. Other media organisations will have a different approach or style.

STAGE 2: FORMULATE

PULL TOGETHER YOUR THOUGHTS IN A ‘THINK PIECE’

With the information you have researched, draft a minimum of 100 words on each of the points below… alternatively, you can record your thoughts into a voice recorder. Ask yourself the following questions:

  • Why do you care about this?
  • Why should your audience care about?
  • What facts/developments do they need to be aware of?
  • What common assumptions/mistakes are made when trying to deal with this and why are they wrong?
  • Can you provide some examples of good and bad practices… – names, case studies, more names!
  • How do you propose this issue could be approached? Identify your evidence for suggesting this could work.
  • Map out the resistance you anticipate to your proposal, quote naysayers. Explain why you believe these naysayers to be wrong.
  • Summarise what you expect to achieve if your approach is followed.
  • Draft your introduction… and your conclusion.
NEARLY DONE…

Once you have your 1000+ words, take your draft to a colleague or your PR company, to review and provide constructive comment. For your key ‘Think Piece’, do not aim for a word count. You are aiming to produce a thoroughly researched, well argued, interestingly composed opinion that will provoke responses in thought, word or deed. And when you have done that – stop.

With your Think Piece done, your next challenge is to get your opinions out there!

For help on how to reach the right media outlets and audiences, don’t miss our Stage 3 article on Communication coming soon or request our full FREE guide on How to become a Thought Leader at [email protected]

If you have reached the end of the blog and you’re not sure you have the time to action this, contact us to do the heavy lifting for you [email protected].