Hot topic trendjacking on steroids, breaking new coverage ground, and giving interviewees the (podcast) floor – knock and enter if you dare
This October, the IBA team has been frightfully good at securing coverage – from being a shining light during scary tech outages to breaking new ground in hallowed media outlets and even hearing voices on top-tier podcasts. Dare to enter and witness the monster PR results we’ve secured!
No ambulance chasing tricks here, only coverage treats!
Halloween is one of the fastest-growing “new” holidays translating from North America into Europe, a tactic the IBA team knows well. Witness a media hot topic that spread quickly following the AWS outage for the U.S. East region which struck down some of the world’s biggest apps and infrastructure – including financial institutions, social media apps, and even home smart devices.
But it just so happens IBA’s data movement client saw no disruption for its customers. Why? Because its solutions allow organizations to arbitrage cloud providers in real-time. Some might see this as an opportunity to “ambulance chase” and weigh in on the disruption caused, but for the last three years, IBA and the client have been running a campaign highlighting the value of multi-cloud abilities – and yet again, the industry has brought us a ‘head’ on a plate! Our on-the-day comment was easily turned round with our client’s subject matter expert and pitched across North America and Europe.
The result? Top-tier IT publication interview plus feature hits across the U.S., then into France, and Germany – no ambulance chasing tricks, only positive coverage treats!
Breaking new coverage in hallowed ground
The IBA team loves a challenge, and that’s exactly what we’ve been sinking our teeth into with our connected worker platform client. The mandate has been to get laser-focused on target food & beverage media outlets. With key holidays in quick succession, Halloween, Thanksgiving, and Christmas, where a lot of food and drink will be consumed, what better time for us to show how our client can help factories onboard seasonal workers quickly, efficiently, and safely.
That’s exactly what our latest industry thought leadership article centered on, and the reception has been freakishly quick. Within a couple of weeks of pitching, the team secured placements in three top food & beverage media outlets, including two first-time-hits for our client that have an extremely relevant readership. It’s this type of targeted placement that can really provide a brand and SEO visibility boost for client marketing campaigns.
We’ve been hearing voices – on the airwaves and in print
While general consumers this Halloween will likely be tuning into special editions of their true crime podcasts in droves, it’s worth noting the rise of this medium in the B2B world too. This month, IBA secured a spot for our data movement client’s AI expert to discuss Agentic AI communications protocols on an influential technology podcast. Worth noting that the resulting podcast is available through a variety of media, including Spotify, Apple Music, and in webcast form on YouTube.
Elsewhere, one of the commercial aviation experts at our aerospace & defense client has ghosted into three different features in influential industry media, covering topics ranging from AI-enabled aircraft maintenance to software selection criteria for airlines. All on message and just goes to show the power of executive profiling to establish an executive as an industry thought leader!
No jump scares here
All goes to show the benefits of a diverse and agile PR campaign, delivered by teams that think on their digital feet to treat their thought leaders to opportunities to trendjack and build their executive profiles across different mediums. No tricks here – you don’t need to be a clairvoyant to realize that!
Jamie Kightley is Head of Client Services at IBA International.
