The Fat Cat Tuesday report by the High Pay Centre – which describes itself as an independent non-party think-tank established to monitor pay – says that by late afternoon today, top FTSE 100 CEOs would have made more money than the average UK worker will earn all year (£27,645).
The story has received widespread publicity this morning, with coverage on BBC News, Sky News, The Times, The Telegraph, the Daily Mirror, the Daily Express and elsewhere. #FatCatTuesday is trending on Twitter at the time of writing (Tuesday morning).
High Pay Centre director Stefan Stern told PRWeek he had undertaken about a dozen press interviews as part of publicity for the report.
A press release, embargoed until 10pm yesterday (Monday), was sent to the media in December.
The PR activity was handled internally by the think-tank.
Stern said: "We didn’t use an agency. Frankly, we can’t afford one. It’s a very clear simple story, very easily understandable. I’m not sure an agency would be able to add much to this, other than the ‘arms and legs’ of extra people. People immediately understand what we’re talking about."
He also said the story had "momentum and recognition" already because this is the fourth year running that the report has been released.
"It still cuts through; it’s still a good business story, a popular business story. The media like to try to make business more easily understandable and this is a really accessible way of thinking about business."