TRC is a national engineering, consulting and construction management firm providing integrated services to the energy, environmental and infrastructure markets. The publicly-traded company serves a broad range of clients in government and industry, but did not have a strong public relations program in place to capitalize on its internal experts and communicate its value to clients outside of the traditional marketing/sales process. Denterlein was brought on as TRC’s agency of record to develop a structured PR program to support these efforts and establish TRC as a thought leader in key industry areas.
Denterlein immediately began to develop processes for identifying news (e.g., corporate announcements, project milestones, and use of pioneering technologies) to secure earned coverage, as well as drive thoughtful content development through strategic bylined articles and regular blog posts. We developed a strong set of metrics around agreed-upon key performance indicators, including identifying priority outlets and communications channels for priority sales prospects. We worked closely with corporate leadership and market sector leads to execute our plan.
Denterlein began tracking performance in January 2016. As of July 2016, we were achieving all of our goals, and surpassing them in several key metrics. We secured 30 earned stories and bylines, including 100 percent of the annual goal for placements in top-tier outlets; achieved a 400 percent increase in blog post readership within the first quarter alone; and achieved 130 percent of our proactive pitching goal to engage more stakeholders in strategic story development and placement.