PR Playbook: New Year, New Career

Summary:, a regional employment website, needed additional exposure at the beginning of the hiring year. I devised a local media campaign to coincide with an aggressive advertising buy that would launch in January 08. The goal was to drive job seeker traffic to the website through local media exposure while also building brand awareness and capturing local market share.


  • Developed individual media pitches for each of’s U.S. markets, revolving around the national pitchNew Year’s


  • Created a set of five tips for people who wanted to find a new job in 2008, called the “Five P’s” for finding a new job in 2008: probe, prioritize, project, plan, and persistence.
  • Media training involved talking points and key messages to local Community Relations Managers for use with local media
  • Other media coaching was conducted both on-site and via webinar
  • Secured a national placement that would run the final week of the year

Results: From December 31 – January 7, the campaign generated:

  • 104 media placements
    13 national stories (including the Wall Street Journal)
    91 local hits in 14 different markets
    1.5 million media impressions ($750K ad value)

 Here is an example; live TV interview in Houston.