We were recently recommended to help Leathwaite, the international human capital specialist firm, with their first step into PR.
Leathwaite was initially established back in 1999 to help leading organisations around the world secure the best human capital and so maximise employee and client satisfaction.
Over time they have developed and diversified to offer a range of business intelligence and management solutions. With the launch of The Pay Index – their free to use crowd-sourced compensation tool just for senior executives – they were very keen to get some top-notch coverage both in the UK and internationally.
Their research fitted neatly into one of the year’s most topical stories – the gender pay gap.
However, their research brought a new angle to the story – that the gender pay gap for senior executives dropped over the last six months following the introduction of new equality legislation both here and in the US.
After an intensive media training day in London, we began contacting key journalists and publications and began placing the story.
Publication day began with features running in Bloomberg, The Times (along with being included in their daily news digest), Forbes, Reuters, the Daily Mail, Yahoo! News and the respected trade journal Recruitment International.
Inevitably news of Leathwaite’s research spread internationally, with the story running on Yahoo!’s Spanish language news site along with publications in Brazil, Argentina, Japan, Malaysia and Zimbabwe.
And with the campaign resulting in a surge of new signings for Leathwaite’s Pay Index, keep an eye out for more media coverage in the coming months.
