Linhart PR researched, recommended and executed a paid thought leadership content program with the Financial Times. Specifically, Linhart PR:
>>Researched three outlets with a global C-suite audience – Financial Times, The New York Times and The Wall Street Journal – and recommended Financial Times as the best fit based on Graebel's typical target client and on the alignment of the outlet’s coverage and readers — 72 percent of whom work at large global companies, 30 percent are C-suite executives and 59 percent are business decision makers.
>>Identified possible content topics by auditing Financial Times coverage and cross-referencing key topics with Graebel's areas of expertise. In partnership with the mobility team, Linhart PR landed on these three topics for the partner content series:
- Reinventing the employee experience in the face of challenging labor markets, including providing corporate relocation opportunities as a talent attraction and retention tool
- The role of technology as the enabler of culture and communications in the post-pandemic work-from-anywhere workplace
- Mobility’s role in building corporate diversity, equity and inclusion with a global workforce
>>Interviewed Graebel subject matter experts — identified by the Graebel marketing team — to gather their perspectives on the three article topics. This was the basis for the partner content, which Linhart PR created with the Graebel and Financial Times teams, to hit the right voice and positioning while sharing original, tangible new ideas for readers.
>>Managed the entire process with the Financial Times team, including contracting; the editorial review process and page layout design; coordinating Graebel's approval of the Financial Times social promotional content; facilitating reporting at the campaign mid-point and end; and acting as a liaison between Graebel and the Financial Times to address questions and needs.
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