The agency's work will focus on thought leadership via a local and national media relations program. The PR campaign targets markets and sectors where Russell Reynolds has expertise, such as the energy industry in Houston, positioning the search firm's consultants as experts in these areas. Makovsky has also taken a "war room strategy," analyzing the day's news to further position Russell Reynolds consultants as experts.
As an IPREX member, Makovsky is working with partner firms, such as JSH&A PR in Chicago and Vollmer PR in Houston, to aid the effort.
The company is conducting in-person briefings with reporters at outlets such as The New York Times. So far, it has earned media placements in The Wall Street Journal and Chicago Tribune, among others.
"We felt that we needed to reconnect with journalists nationally," said Sandra Galvin, director of marketing and communications for Russell Reynolds. "People are looking at executive search consultants to be more consultative than transactional."
The effort also targets the C-suite, with information on long-term succession planning and globalization.
"There's a great demand for the services that Russell Reynolds provides because of the turmoil at the top of companies, particularly in financial services, where companies are looking for leadership to guide them out of the slump," said Scott Tangney, EVP at Makovsky.
Russell Reynolds issued an RFP in April and Makovsky was selected mid-May after a competitive search that began with eight firms, and ended with two finalist presentations. Russell Reynolds would not disclose the other competing firms.