National coverage leads to a bestseller and a broader audience for Margaret Heffernan’s ‘Uncharted’

Uncharted: How to Map the Future Together, published February 20th by Simon & Schuster, is an exploration of our “prediction addiction”, challenging our blind reliance on technology, and advocating preparedness and creativity instead. Margaret asked us to generate publicity and organise a series of event surrounding the book’s publication and beyond, exploring coverage outside of the more traditional high-brow broadsheet and Radio 4 coverage that she had received in the past.

The Work

We delivered a carefully targeted publicity campaign. Five pieces appeared in the Financial Times, including a review by Tim Harford which was then published in The New York Times, The Observer ran a feature and columns appeared in The Sun as well as in regional press publications including Bath Life and The Bristol Magazine

Interviews with Margaret and op-ed pieces appeared in digital outlets including GQ, Tech Trends, Computer Weekly, Management Today, Open Access Government, IAI News, Crisis Response Journal, Publishing Perspectives and BookBrunch. We arranged a series of broadcast appearances including BBC World News – HARDtalkBBC2 –NewsnightBBC Radio 3 – Private PassionBBC Radio 4 – The SparkSky NewsBBC Radio London, Talk Radio and Today FM – The Last Word, and organised appearances on wide reaching podcasts including House of Comments, Humanists UK, Future Imperfect and Conversations on Inspirations.

Alongside the press and broadcast publicity, Margaret featured as part of a series of events, 5×15, RSA, Stratford Winter Weekender, Ripples of Hope and How to Academy. The ongoing Covid-19 crisis meant we had to adapt quickly to enable Margaret to appear remotely.

The Results

Uncharted was an Amazon best-seller in several categories: Business Economics, Economic Conditions and Professional Financial Forecasting. Margaret has become a key commentator within a much broader audience and through people seeing her wisdom and charisma during the Coronavirus crisis, is now being regarded as a positive voice in times of uncertainty.