Thought Leadership and Media Relations via Bylined Article Development

Thought Leadership and Media Relations via Bylined Article Development

Client: Terresolve Technologies

 Objectives:

  • Leverage the EPA’s new regulation to Terresolve’s advantage by creating a comprehensive white paper that positioned Mark Miller, the CEO, as a thought leader in the field of environmentally acceptable lubricants for the marine transport industry.

COVER_-_2013_04_-_April_2013_-_LNGStrategies and Tactics:

  • Interviewed Terresolve’s CEO on key topics that would drive thought leadership positioning.
  • Conducted research into EPA ruling and costs associated with changing to biodegradable lubricants in the shipping industry to become immersed in the subject matter.
  • Created targeted pitch for key trade publications and commenced media relations and outreach.

Results:

  • Through our media relations effort, placed a five page feature article, which included specially developed visuals and charts by the Lubes n’ Greases in-house design team.
  • Wrote and secured A Letter to the Editor addressing a competitor’s response to the article.
  • Generated a surge of inquiries about the EPA ruling and Terresolve products as a result of the two placements, thereby driving leads and inquiries.

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