Having worked with an international IT security software company for two years, as part of a group of retained agencies, GingerPR’s client wanted to gain efficiencies from its multi-agency model, and improve consistency and co-ordination. By making these changes they hoped to improve processes and get more coverage from the existing budget.
GingerPR developed a ‘hub and spoke’ model, where we acted as a central co-ordinating hub agency, overseeing reporting and content generation. By integrating with the client’s marketing team, we identified key topics and news spikes throughout the year, developing research-based news ideas to run internationally on a quarterly basis. These activities were co-ordinated by GingerPR across the UK, Germany, France, the US, India and APAC region, working closely with local ‘spoke’ agencies.
The GingerPR team also took control of the coordination of monthly PR team update calls, reporting on actions, progress and results to the client.
The hub and spoke model has been a resounding success. Across the international PR agency network, we achieved 545 pieces of coverage in 12 months. We also increased the volume of proactive news stories, co-ordinated across the globe, and delivered four international research projects in a year.
GingerPR was responsible for the centralised development and co-ordination of four ‘content packs’ that agencies could roll out locally, as well as ‘hot topic’ thought leadership material for use by agencies at a local, country level.
Having worked with an international IT security software company for two years, as part of a group of retained agencies, GingerPR’s client wanted to gain efficiencies from its multi-agency model, and improve consistency and co-ordination. By making these changes they hoped to improve processes and get more coverage from the existing budget.
GingerPR developed a ‘hub and spoke’ model, where we acted as a central co-ordinating hub agency, overseeing reporting and content generation. By integrating with the client’s marketing team, we identified key topics and news spikes throughout the year, developing research-based news ideas to run internationally on a quarterly basis. These activities were co-ordinated by GingerPR across the UK, Germany, France, the US, India and APAC region, working closely with local ‘spoke’ agencies.
The GingerPR team also took control of the coordination of monthly PR team update calls, reporting on actions, progress and results to the client.
The hub and spoke model has been a resounding success. Across the international PR agency network, we achieved 545 pieces of coverage in 12 months. We also increased the volume of proactive news stories, co-ordinated across the globe, and delivered four international research projects in a year.
GingerPR was responsible for the centralised development and co-ordination of four ‘content packs’ that agencies could roll out locally, as well as ‘hot topic’ thought leadership material for use by agencies at a local, country level.
