What happens when you don’t blast your data to dozens of reporters, but instead focus on the right one?
Well, that’s the approach BAM took with Workea’s latest AI skills report and it paid-off with an in-depth feature in ZDNET. Here’s how a strategic pivot, a strong data story, and a well-prepared spokesperson made it happen.
The Challenge
Workera developed a comprehensive State of Skills Intelligence Report with striking findings about AI skills in the workplace. The data was compelling:
-
84% of companies now prioritize verified AI skills over college degrees
-
Only 11% of employees feel their employers' AI training is effective
-
While 88% of organizations claim to prioritize AI skills in promotions, only 25% of employees feel these skills are actually being prioritized
These insights had the potential to spark important conversations about the future of workplace skills development. But in an overcrowded landscape of “new data” press releases, we knew we needed the right media partner to amplify the message.
Our Approach
After identifying ZDNET's Sabrina Ortiz as the ideal journalist to cover this story based on her beat, writing, and audience, we crafted a tailored pitch highlighting the most compelling data points from Workera's report.
Sabrina expressed initial interest, but after receiving the report, things went quiet. Rather than blast the report to a broader list, we saw an opportunity—and made a pivot.
We offered Sabrina exclusive, early access to the report and its findings
The Pivot
This exclusivity offer was the turning point in our media relations strategy. By communicating that we were pausing all other outreach, and offering Sabrina the first look at this valuable data, we demonstrated our confidence in both the report's significance and in her as the right journalist to tell this story.
The exclusive angle resonated, prompting Sabrina to arrange an interview with Workera's CEO, Kian Katanforoosh. From there, we quickly shifted into prep mode: conducting media training, refining talking points, and ensuring Kian was ready to speak to both the data and its larger implications for the workplace.
The Result
The preparation paid off. Kian delivered a compelling interview, contextualizing the data within larger workplace trends, and speaking authoritatively about the future of skills intelligence and verification.
The resulting piece in ZDNET was everything we'd hoped for: a comprehensive feature positioning Workera as a leader in the evolving conversation around workforce readiness and AI.
Key Takeaways
This successful placement reinforces several best practices in media relations:
-
Lead with compelling data: Numbers tell a story and give journalists the foundation to build their narrative around. It's not about who has the most data, but about framing it in a way that says something new.
-
Know when to leverage exclusivity: Sometimes focusing your efforts on the perfect journalist match, rather than casting a wide net, yields better results.
-
A prepared spokesperson matters: Even groundbreaking data needs a credible, confident voice to bring it to life.
-
Patience and persistence are key: The initial silence after sharing the report didn't deter us; instead, it prompted us to add value to our offer.
Turning Reports Into Real Coverage
At BAM, we continue to refine our approach to media relations—always looking for creative ways to share our clients' stories with the right journalist, at the right time, with the right message. Workera's success demonstrates the power of strategic thinking and relationship building in securing meaningful coverage that drives industry conversations.
Curious about how we’d approach your media strategy? Reach us here.
LEAVE A COMMENT