STRATEGIES • CREATIVE • FACILITATION – EMAIL: MLLCGORMAN@GMAIL.COM
BRAND STRATEGIST • CREATIVE DIRECTOR
CEO Publicity: Richard M. Oster
Often a company is best represented to the media through its CEO, especially when that individual is both dynamic and articulate.
Recognizing these qualities in Cookson America chairman Richard Oster, we developed a pro-active publicity strategy for him which included pursuit of editorial interest from both local and national business publications.
Research indicated that Oster had not yet been introduced to a very wide audience, despite his service in very visible civic and business capacities. A placement strategy was developed which focused on his responsibilities as CEO of a $3 billion multi-national conglomerate, at the heart of that relationship, was the fact that he was an American coming to the rescue of a floundering 300-year old British-based industrial enterprise in the grip of excessive 1980s debt.
We had long felt that Oster’s enormous energies, his business and financial savvy, devotion to work and community, as well as his personal drive would pique the interest of reporters. Following this instinct, a variety of publications were “sourced” n search of likely fits for the Oster/Cookson story, and letters of interest along with applicable background information were forwarded to a number of editors. Phone contacts followed to determine interest and provide follow-up. To those editors who expressed a level of interest in an eventual story, a patient buy persistent effort was made to stay in touch, to update, and to suggest interview possibilities.
A number of important placements have been achieved to date: an in-depth examination of the man in Rhode Island Monthly, Rhode Island’s glossy monthly magazine; a “Faces Behind the Figures” profile in Forbes, the prestigious national biweekly; a business leader interview in Providence Business News; a profile piece in Britain’s Financial Times newspaper and, along with strong coverage of Cookson developments on a regular basis in Rhode Island’s daily newspaper, a most favorable end-of-year column by the Providence Journal Bulletin’s financial editor.