In April 2005, a major consulting firm specializing in financial services strategy and risk management retained The Clarion Group to "up-tier" its national corporate media relations program.
The Clarion Group's mission is to create relationships with the media that result in articles that demonstrate the client's industry expertise and enhance its brand.
To meet the client's goals, The Clarion Group developed a non-imperial media relations strategy that focuses on creating long-term relationships with key reporters.
The objective of the non-imperial approach is to identify when and where the media's and the client's agendas intersect. In this particular case, The Clarion Group and the client worked together to develop three distinct ways to market the consulting firm's intellectual capital and to engage the media:
 Education : Share sector expertise and market intelligence with financial services beat reporters
Headline News : Provide timely analysis of breaking news events in the financial services market
Business Agenda : Selectively engage with media based on the firm's business priorities – publication of new reports, industry conferences, etc.
Through the program, the consultancy immediately became a valuable partner to reporters covering the financial services sector. In three months, The Clarion Group secured interviews for the client with:
News articles featuring analysis by consultants at the firm appeared in The Wall Street Journal, major regional dailies (via The Associated Press), and Dow Jones Newswires.
We look forward to continued success with this excellent client.
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