Midas secures national coverage and multiple broadcast interviews for CEO & best-selling author, Margaret Heffernan
Uncharted by Margaret Heffernan (Simon & Schuster)
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, with reviews, interviews, features and op-ed pieces. Following the successes of the initial 3-month campaign, Margaret decided to extend her contract with Midas for an additional month. 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 as one of Andrew Hill’s top FT Book Awards choices; thought pieces; multiple mentions), a feature in The Observer and a column in The Sun, as well as regional outlets such as Bath Life and The Bristol Magazine. For digital, we secured interviews and op-ed pieces in outlets including GQ, Tech Trends, Computer Weekly, Management Today, Open Access Government, IAI News, Crisis Response Journal, 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 (the first interview of a brand-new series), Sky News, BBC Radio London, Talk Radio and Today FM – The Last Word, and generated interest in podcasts including House of Comments, Humanists UK, Future Imperfect, and Conversations on Inspirations. For events, we secured a range of speaking opportunities, with 5×15, RSA, Stratford Winter Weekender, Ripples of Hope and How to Academy all confirming events, some of which had to pivot to virtual. By the end of the campaign, Margaret’s Uncharted was an Amazon best-seller in a number of categories (Business Economics, Economic Conditions, Professional Financial Forecasting).