Secured wall-to-wall coverage of LCP's flagship pensions report in August 2009, helping boost the firm's profile and generate at least 15 major new business leads
The challenge
Now in its 16th year, LCP's authoritative Accounting for Pensions report, which assesses the health of pension schemes run by Britain's biggest companies, has spawned many imitations. The challenge was to position AfP as the FTSE 100 pension survey and LCP as experts on corporate pension issues.
Our response
We devised a tactical PR campaign to maximise coverage across national and specialist media. We played an advisory role in the planning and writing of the report itself before managing the launch. Our work around the launch included identifying key messages, drafting the press release, coaching LCP spokespeople, organising the press conference, setting up interviews with print and broadcast media, advising on digital strategy and providing strategic counsel throughout the process.
Results
Bob Scott, LCP Partner, was interviewed about the report on BBC Radio 4's Today Programme, BBC Radio 5 Live's 'Wake Up To Money', BBC Breakfast, BBC News, Channel 4 News and CNBC.
The day after the launch, we secured coverage in every national newspaper, 27 regional newspapers, 12 pension trade publications and on more than 200 websites. Several months later, the report was still generating regular coverage, and has helped strengthen relationships with key journalists.
