DDI

HOW WE GOT THERE

Next PR set three key objectives for the campaign:

• Increase national and industry media coverage through spokesperson interviews and commentary opportunities
• Boost SEO by securing backlinks to the report landing page
• Attract and engage CEOs, Chief Human Resources Officers and other company leaders though media placements, social media engagement and report downloads

Next PR and DDI worked together to refine the reports’ contents, with Next PR guiding the client to ensure the highlighted insights were clear, digestible and concise. To maximize survey readership, Next PR advised DDI to publish the reports as ungated resources, enabling any visitor who clicked on a report link to access the survey results.

For the launch media strategy, Next PR conducted extensive research to identify relevant HR and business reporters based on prior coverage and the team’s strong media relationships in the HR space. Next PR also collaborated with DDI’s social media team, researching target reporters’ Twitter handles for DDI to follow and engage with prior to the report launch.

Ahead of each report launch, the Next PR team worked under embargo to pitch the story and maximize coverage on launch day. Outreach to top-tier/national targets began two weeks prior to each launch, highlighting compelling statistics within the reports.

The team followed up a week before launch, the day of launch and again after the report was live, sharing a different data point each time to deliver ongoing value to reporters. Pitches referenced the reporter’s prior coverage and tied a DDI statistic to a previous story to build relevance.

After each report launch, the team continued momentum by leveraging current events or other trending stories to reference DDI’s research.

For example, during Women’s History Month in March, Next PR pitched specific angles around women in the workforce and landed a CNBC interview about women leaders leaving the tech space. The client spokesperson weaved in data points and the published story included a backlink to the report. Similarly, when Silicon Valley Bank collapsed that same month, there was speculation it was related to remote work policies. Based on survey results, the team secured commentary on the value of and demand for remote work in Forbes tied to the breaking news.