Building Corporate Reputation Through Strategic Media Relations

Situation:

Kimberly-Clark, a respected health and hygiene company, had developed a global business plan to build its market leading brands like Kleenex and Huggies, accelerate innovation, and expand into emerging and developing markets.  The company wanted to build awareness and support for its approach among investors, customers, business partners and employees.

Solution:

We worked with K-C’s corporate communications staff to develop and execute a strategic media relations campaign to make the global business plan come alive.  We identified the most innovative new products, marketing initiatives, exciting technologies and expansion plans across the enterprise, and developed a month-by-month calendar of activities to publicize across print, broadcast and online news media.  The comprehensive campaign leveraged K-C executive interviews, high-level feature pitches, bylined articles, targeted news releases and email alerts, aimed at reporters and media outlets covering consumer products, marketing, retail trends, health and hygiene and global business.

Results:

In the course of the most recent year, Kimberly-Clark’s strategic media relations program generated 1,600 positive stories for the company, including national and international coverage in The Wall Street Journal, The New York Times, USA Today, Financial Times, Businessweek, Fortune and Barron’s, as well as CNN, the NBC Today Show, ABC’s Good Morning America, CNBC and Fox Business.  The company underscored its reputation as an innovative brand builder and well managed business among its key stakeholders.