Solution
- Built an integrated PR system with group-wide news monitoring and cross-affiliate meetings
- Developed and placed feature angles targeting business, lifestyle, entertainment, and profile sections beyond the society and education pages
- Maximized viral reach for reputation-building topics: offline events for students, donations, MOU signings, and free content
- Planned and ran high-impact PR content such as press conferences and photo events
- Provided proactive crisis management consulting on negative issues
Results
- Laid the groundwork for integrated communication across the four affiliates and a joint system for developing PR items
- Established accurate understanding of YBM and its brands among consumers and journalists through a single communication channel
- Diversified PR content with tools the group had never used before: instructor and brand-model interviews, photo opportunities, press conferences, and infographics
- Generated coverage far outstripping competitors, lifting awareness and preference for both the TOEIC test and the YBM brand
