Business psychology and wellbeing experts Robertson Cooper, along with its Good Day At Work brand,
wanted to promote the annual Conversation event to potential attendees from the industry via
a national media campaign. Here’s how we helped the firm with an outstanding B2B PR push.

Objectives

Business psychology and wellbeing experts Robertson Cooper, which owns the Good Day At Work campaign,
wanted to promote its yearly Conversation event to potential attendees from the industry through a national media campaign.

Our primary objective was to drive ticket sales amongst HR practitioners and secure press coverage about
the conference, and the company’s work overall. Within this, we needed to place interviews with speakers
in relevant titles, ensuring the event was named and the date mentioned.

Strategy & Plan

We implemented a three-pronged strategy to fulfil our requirements:

• Call upon established, ongoing media relationships to spread the word about the event
• Invite HR media to attend the event and interview speakers whilst there, creating long form feature content mentioning the Good Day At Work brand
• Build a story around the event, which would help lift it beyond the industry pages and into mainstream publications, amplifying the campaign significantly

This involved:

• Drafting and distributing a press release with full details of the event, which also acted as an invite to the conference
• Using Robertson Cooper’s own Good Day At Work report we developed a fresh, newsworthy angle based on the idea of wellbeing at work- this resulted in two stories; a typologies piece looking at different characteristics of people in the workplace, and a second focussed on how managers can negatively or positively impact on staff days at work.
• Smoking Gun PR were on site at the event to liaise with media and speakers to lock in interviews, including time with Alastair Campbell and John Amaechi.