The birth of a new thought leader

The brief: To boost Influential Software’s profile in the publishing industry and beyond, helping to generate sales and new business, and to position CEO, Andy Richardson, as an expert in his field.

Strategy and implementation: Midas developed a detailed PR plan that divided the campaign into three segments; news stories/announcements, thought leadership/profile raising opportunities and social media. With a limited news pipeline, the traditional media campaign became heavily weighted towards researching, creating and pitching opinion pieces on behalf of Influential Software?s CEO, issue jumping and placing interviews and profile pieces where possible. The PR campaign launch coincided with London Book Fair, so Midas set about arranging various journalist introduction meetings for the client at the fair. Midas established a blog for Influential Software, creating fresh content each week on relevant topics and disseminating these stories across the web via online media and social media channels such as LinkedIN and Twitter.

Results: Introduction meetings at London Book Fair were set up with journalists from The Bookseller, BookBrunch, Research Information, Book Industry Magazine and Book Business Magazine. Andy Richardson was featured in a BBC Online feature on small business IT and was interviewed on BBC Radio 4?s You and Yours programme on the government?s Midata scheme. Articles Midas drafted on behalf of the client, on subjects such as ebooks, royalties, big data and analytics, were picked up by BookBrunch, Publishers Weekly, eContent Magazine, Research Information, Publishing Perspectives, SME Web, VitAL Magazine, Public Technology, IT Reseller, Business Cloud News, Channel Pro and Guardian Online. The high calibre results generated by Midas during the initial trial period led to Influential Software extending their contract and becoming a retained client.

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