Mindspace has worked with the Ethisphere Institute, which is dedicated to the research, creation, and sharing of best practices in ethics, compliance, and corporate governance among its membership, since the launch of Ethisphere magazine in 2006.
Seeking a way to draw attention to the magazine, the Institute again relied on Mindspace to help promote the conference centered on ethical leadership that the company was holding with Forbes.
Strategy
To achieve the end goal of generating more attention to Ethisphere magazine, the team focused its efforts on promoting the conference's theme of recognizing the world's most ethical companies, says Jennifer Avrhami, account executive at Mindspace.
The firm designed pitches to secure influential keynote speakers and generate media coverage in news outlets in the US, Middle East, and Europe, she adds.
Tactics
The team distributed templated press releases to the communications departments of each company being recognized at the conference for distribution, in hopes of further garnering the conference coverage.
“A lot of these are very well-known brand names with very powerful PR teams in-house, so we wanted to use that as much as possible,” says Cathy Planchard, group PR director at Mindspace.
Results
The effort achieved its goal of securing coverage about both the conference and the institute by a number of outlets around the world, including CBS Radio, The Wall Street Journal, CNBC's Fast Money, Trade Arabia, and Business Intelligence Middle East.
“It couldn't have been more perfect timing to see press... appear in... [the Middle East],” says Alex Brigham, executive director of the Ethisphere Institute.
Future
Mindspace plans to work with the Ethisphere Institute on various PR efforts.
PR team: The Ethisphere Institute (New York City) and Mindspace (Tempe, AZ)
Campaign: Driving Profit Through Ethical Leadership conference
Duration: March-June 2008
Budget: $30,000
