When B3 Communications began working with Cognitiative, the agency was brought in as a partner to build awareness for Cognitiative and position the company's founder and CEO, Laurie Windham, as a force and expert in the consulting industry.
was ready to release her
second book, The Soul of the New Consumer: The Attitudes, Behaviors and Preferences of E-Customers (Allworth Press, September 2000), the business press were much more accessible and interested.
role in the company and decided to optimize the opportunity created by the Internet to be an industry expert; B3 Communications
was ready and able to shift strategies.
The team consequently shifted its focus away from building Cognitiative
into a consulting powerhouse to promoting Windham
as a thought leader and industry expert.
To position Windham
as an expert on e-business, the B3 team leveraged a completely different approach than traditional PR methodology.
Since the goal was no longer highlighting Cognitiative
as a company, creating a new space or establishing leadership in the market, B3 Communications shifted from a "news driven" to a "personality driven" approach.
The team's efforts ultimately benefited Cognitiative
as a company and allowed Windham
to shift emphasis to accommodate her
own career goals.
executed a PR strategy that leveraged strong relationships with the business press to significantly raise visibility and brand awareness of Laurie Windham
team's media savvy and agility drove the business media to value Windham
as a trusted resource, resulting in frequent requests for her
comment on e-business trend stories.
The team's efforts led not only to Windham being a resource for the press, but the combined efforts of book writing, working for prestigious clients, years of experience and PR positioned her to be a successful professional speaker and columnist.
is a featured keynote speaker at top conferences and tradeshows around the world.
The PR strategy successfully evolved to focus on Windham
as an individual, positioning her
as a driving force and expert in the industry.