Following a successful partnership with SSPR in 2016, e2k entrusted SSPR with securing and facilitating press meetings and a coverage strategy for PBWC’s most high-profile conference in its 28-year history. e2k asked SSPR to capitalize on PBWC’s prominent speakers, including Hillary Rodham Clinton, Rosario Dawson, Taraji P. Henson and Memory Banda. One of the main challenges in establishing a seamless media relations plan was coordinating interviews between dozens of journalists and event speakers under the pressure of security restraints and last-minute scheduling changes. SSPR was also tasked with expanding the scope and variety of coverage, specifically to target the younger, millennial audience.
How we got there
SSPR designed a strategic outreach plan to secure national tier-one business and lifestyle press, with the ultimate goal of showcasing the PBWC Conference as a high-caliber, must-attend event for all women in business. Interviews and media placements centered around the key theme of the event: diversity and inclusion. In order to expand support to include a
younger demographic, SSPR leveraged keynote speakers like 19-year-old activist Memory Banda, and carefully matched reporters with speakers most relevant to their coverage area for interviews. The SSPR team demonstrated its ability to stay creative and flexible by pivoting around speaker conflicts and forming a seamless on-site partnership with the e2k events team.
SSPR secured 89 pieces of earned media placements in publications including Brit + Co., Inc., Marie Claire, Mashable, TIME, TeenVogue and more, with an online readership reaching more than 8.1B and social shares exceeding 181K. SSPR also secured five on-site interviews with top-tier national publications, including a live, on-camera interview with CNN and Academy Award nominee Taraji P. Henson. The success of this conference is evident in the depth and caliber of media coverage, which elevated PBWC’s brand visibility among businesswomen and men alike and helped position them as a leading voice in the diversity and inclusion conversation.
“Your work was phenomenal. Hillary aside, we’ve never had the quality of media and quality of coverage that we saw this year due to your efforts. It was really comforting going into the event that we knew we had an A-level partner in this process.”
Jason Greenberg, e2K