Online mental health platform We Lysn approached Boss Media PR to devise and execute a strategic communications plan. A tactical public relations campaign was thus conceptualised and implemented to launch Lysn to the market.
STRATEGIC TACTICS AND TECHNIQUES
The tactical plan consisted of using eight types of communication tools:
Training Session: Brief Founder, key psychologists and other stake holders within Lysn on media relations and requirements
Launch Activity: One-on-one media briefings with key editors and journalists
Media Relations: Day to day proactive media relations through a press office retainer
Brand and Personality Profiling: Built out the brand and the founder’s story to generate media interest
Agendaneering: Leveraged key happenings in the media
Calendar Hooks: Tapped into key calendar hooks
PR Content: Created bespoke PR content for unique angles, thought leadership and by-line pieces
PR SEO: Ensuring content on high domain authority sites through featured backlinks to Lysn website
TRAINING SESSION
After research and the initial planning phase of the project, Boss Media PR outlined the need for media training. This consisted of training key stakeholders for the preparation of public delivery and interviews with the media, both through face to face and on the phone delivery. As a result of that part of the training, documents were created to ensure staff understood their role as communicators and ‘faces’ of the brand.
LAUNCH ACTIVITY
Through one-on-one media briefings, Boss Media PR was able to thoroughly brief the media on Lysn, provide relevant assets, provide access to experts and secure key PR stories.
MEDIA RELATIONS
Lysn engaged Boss Media PR on a monthly Press Office Retainer basis which ensured a constant flow of publicity across a wide media net. Boss Media PR engaged with media on a daily basis to tailor new stories and publicity hooks. On top of this, Lysn was provided with day to day communication about on-going and pending publicity, along with fortnightly WIP meetings and monthly reports.
BRAND AND PERSONALITY PROFILING
Boss Media PR outlined a key opportunity for Lysn in brand and personality profiling. Through press release circulation, brand stories, Q&A’s and founder interviews, Boss Media PR was able to generate substantial publicity in both high reaching domain sites and high circulating print publications.
AGENDANEERING
Constant media monitoring ensured that Boss Media PR was able to keep abreast of current news and trends and thus leverage these stories for Lysn publicity. Whether through providing expert commentary, thought leadership or opinions from Lysn Founder, this activity enabled us to generate a constant flow of publicity.
CALENDAR HOOKS
Boss Media PR created a yearly overview of the key calendar hooks occurring each month that we could tap into for Lysn. These included World Suicide Prevention Day, R U OK?! Day and National Friendship Day. By staying proactive and providing access to experts in the lead up to these days, we were able to become a key media resource.
PR CONTENT
Outlining news hooks and relevant content was a pivotal aspect of Boss Media’s PR plan for Lysn. By drafting bespoke content, by-line pieces and exclusive quotes, we were able to continually feed the media with exclusive PR content.
PR SEO
For any digital publicity, Boss Media PR ensured that the content featured on high domain authority sites through featured backlinks to the Lysn website. This enhanced the brand’s SEO and Google ranking.
RESULTS ACHEIVED
In just the first 3 months, Boss Media PR secured 61 media placements across print, online and broadcast media. This coverage included Sydney Morning Herald, The Daily Telegraph, Start Up Daily, Smart Company, Whimn, Yahoo, 9 Honey, Executive Style, Woman’s Day, Women’s Health and Fitness, Allied Health Magazine, Daily Mail, Now to Love and Healthcare IT. The combined coverage reached an audience of over 19.8 million with a PR value of over a quarter of a million in just the first 3 months. Today, Lysn’s coverage has exceeded over $6 million in PR value and continues to gain coverage across a broad media landscape, including a recent segment on Today Tonight.
In addition to this, within the first 6 months of implementation of the PR plan, Lysn’s online bookings tripled, with a continued increase each month. Boss Media PR also positioned Lysn’s founder and the brand as a key opinion leader in the mental health space, thus opening doors not only for further PR opportunities, but for business collaboration and partnerships.
A quote from We Lysn’s founder Dr Jonathan King: “While many consider hiring a pr publicist to be nonsense, engaging with boss media has not only helped us grow our public awareness in the media, but has allowed us to reach many who were in need of mental health support. Having a publicist engage with multiple media outlets has helped us get over 20 publications in less than two months. This is not only a testament of her ability at her job, but the value she can bring to any organisation.”
