Midas secures national coverage and multiple broadcast interviews for CEO & best-selling author, Margaret Heffernan

Uncharted by Margaret Heffernan (Simon & Schuster)

Our client

Margaret Heffernan is one of the UK’s most highly regarded thought leaders. She mentors CEOs and senior executives of major global organizations, and is Lead Faculty for the Forward Institute’s Responsible Leadership Programme. An entrepreneur, CEO and keynote speaker, she is the also author of five previous books: Beyond Measure, A Bigger Prize, Wilful Blindness, Women on Top and The Naked Truth. The best-selling Wilful Blindness: Why We Ignore the Obvious at our Peril was named one of the most important business books of the decade by the Financial Times and was shortlisted for the FT Business Book Award 2011.

What the client wanted us to do

Midas PR was hired by Margaret Heffernan to provide publicity and secure events around and beyond the hardback publication of Uncharted: How to Map the Future Together (20th February, Simon & Schuster). Uncharted is a compelling exploration of our “prediction addiction”, challenging our blind reliance on technology, and advocating preparedness and creativity instead. Our task was to draw from the book’s wide-ranging examples (from architecture to social care, and from parenting to finance), to generate coverage for the author beyond the more traditional high-brow broadsheet and Radio 4 coverage that she had received in the past.

How we did it

Midas generated targeted publicity for the book across print, broadcast and digital media over our 3-month campaign, including reviews, interviews, features and op-ed pieces. We worked across a wide range of sectors – including business, consumer, tech, literary, regional and specialist outlets – through which we cemented her as a commentator with a broader audience. The book turned out to be exceptionally topical during the outbreak of Covid-19, which gave more scope for comment pieces and in-depth interviews. Capitalising on Margaret’s wisdom and charisma, we positioned her as the positive voice in times of uncertainty, with her inspiring ideas providing a hopeful response to the Coronavirus crisis.

What we achieved for the client

Midas secured broad print coverage, including five pieces in the Financial Times (including a review by Tim Harford picked up by The New York Times, inclusion in the business book of the month round-up, thought pieces, and multiple mentions), a feature in The Observer and a column in The Sun, as well as regional outlets including Bath Life and The Bristol Magazine. For digital, we secured interviews and op-ed pieces in outlets including GQ, Tech Trends, Computer Weekly (who wanted to interview her twice!), Open Access Government, Publishing Perspectives, and BookBrunch. In terms of broadcast, Midas secured interviews with BBC World News – HARDtalk (syndicated across the BBC TV and radio network), BBC 2 – Newsnight, BBC Radio 3 – Private Passions, BBC Radio 4 – The Spark, Sky News, Talk Radio and Today FM – The Last Word, and generated interest in podcasts including House of Comments, Future Imperfect, and Conversations on Inspirations. For events, we secured a range of speaking opportunities with RSA, How to Academy, The London Book Fair, Ripples of Hope 2021, 5×15, Stratford Winter Weekender, and Budleigh Salterton Literary Festival. Although a number of these had to be postponed due to the Coronavirus crisis, we were able to secure replacement podcast interviews with several of them, ensuring Margaret’s calm and insightful approach still reached these audiences.

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