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Case Studies: Recently,
three national organizations--Development
Dimensions International (DDI), The Gallup School of Management, and
TRAINING Magazine -- retained Hawthorne to promote the results of a
nationwide study about American workers' attitudes towards job training.
Hawthorne Associates worked with the three organizations to define the
key research findings and promote the study to major broadcast outlets
and print publications across the United States. Hawthorne
Associates developed an exhaustive list of
business editors and workplace reporters from major media outlets. We
developed a press release outlining the research findings and providing
background information on each sponsoring organization. The press release
was distributed to our database of media outlets and through BusinessWire.
Approximately
two weeks before Labor Day, we began contacting
the media and pitching the study as a great Labor Day story. Each business
editor and/or reporter was contacted by phone, fax, and/or e-mail. We
also developed a pitch document to assist representatives of the sponsoring
organizations in citing key points of the study during interviews. As
a result of our media outreach efforts, 38
television and radio outlets across the United States broadcasted information
about the survey, including CNN, CNN Headline News, Bloomberg News,
MSNBC, the ABC Network, and Fox News. In addition, 39 newspapers and
magazines -- online and print -- ran the story. Hawthorne Associates
also secured interviews with the Associated Press for both print and
radio, Bloomberg Business Radio, Lifelong Learning Market Report Newsletter,
Recruiting Trends, Projects Online Magazine, KDKA-TV, the CBS affiliate
in Pittsburgh, and FYI Industry Insight.
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