Profile building through media placement with the Center for Creative Leadership (EMEA)

The Center for Creative Leadership is a top-ranked, global provider of executive education. It serves more than 20,000 individual leaders and 2,000 organisations annually through its exclusive focus on leadership education and research.

The CCL’s Europe, Mid-East and Africa (EMEA) branch is based in Brussels and was looking for a fresh approach to media placement with the aim of increasing their profile within their target audience and building their business through increased take up of their executive education offering.

Challenge

Although it’s sometimes risky to measure success by counting media placements, the CCL were keen to become recognised as thought-leaders in their field and as such needed their stories to be told in the publications favoured by potential clients. They were looking for a planned and considered approach to media placement across a range of executive titles and professional journals.

Action

Sandy McLean PR was tasked with raising the CCL’s brand profile through media placement, first in Europe and then in Russia, the Middle East and Africa. Through a proactive and targeted drive, over 300 media pieces were placed for CCL EMEA. Over one third of these featured in respected global publications such as the Financial Times, Wall Street Journal and International Herald Tribune.  In addition to English, articles have appeared in Russian, French, German, Spanish, and Dutch.

Outcome

The media placement programme has exceeded expectations. Not only that, it has resulted in an increase in CCL EMEA speakers at HR and talent management conferences throughout the region and stronger working relationships have been formed with the PR and marketing team at CCL headquarters.

You can read more about the CCL and the work they do here: www.ccl.org