Building bridges - positioning the Institute of Export as an industry expert

Remit

The Institute of Export is Britain's leading support body for British firms involved in international trade. It provides expert advice on how to boost international trade and expand operations overseas. The not-for-profit organisation is the only professional body in the UK offering recognised, formal qualifications in international trade.

While the Institute's unique status as a non-governmental, education charity status distinguishes it in the marketplace, like many professional organisations, it faces perennial challenges such as membership growth and communicating to wide-ranging stakeholders. Previous limited media coverage and a low profile also exacerbated these challenges. 

Following the appointment of new chair Lesley Batchelor in 2007, the Institute engaged Quest PR to deliver a powerful and cost effective communications programme that would meet business objectives and position the Institute as an expert commentator across the regional and national business media. 

Objectives

• To position the Institute as a leading expert on international trade
• To raise the profile of the new Institute chair
• To support the launch of the Institute's new services, particularly the business membership scheme

Planning and Implementation

Having identified that a lack of comment in the national media was key to communicating its expertise, Quest devised a PR strategy that that was rolled out in January 2008 and which

incorporated thought leadership articles, reaction to major economic dates and issues and Institute events

The Institute's business membership service was a key part of the strategy and central to the campaign was introducing companies, particularly SME's, to the Institute and outlining how they can grow overseas with its expert assistance.

When the business membership scheme took off, PR activity built upon this platform and a wide range of editorial was secured to introduce potential members.  

Results

The Institute is now recognised by regional and national press as an expert in its own right. Media organisations who approach Quest PR for expert comment from Institute chair Lesley Batchelor include BBC TV, radio Five Live, Radio Four, the FT, Sunday Times, Yorkshire Post and Daily Mail.

Over a 12-month period spanning January-December 2008 Quest PR achieved 36 pieces of coverage which were seen, read and heard by almost 4.5 million people. Extended editorial pieces have been secured in a wide range of publications, including Director magazine, Business Telegraph, EN Magazine, Growth Business and Marketing Direct.

"From a standing start, Quest PR's media drive has provided us with a powerful platform as an expert in our field which is being acknowledged by our stakeholders. The coverage has given us a brilliant opportunity to bring the Institute to a wider audience and to reinforce our key messages. As a membership organisation our actions are always governed by a council of members who do not always understand how PR works.

"Quest's business approach and guarantees with regard to the target media, strategy and comparative billing means that we all understand what we expect from their activities. Frankly, Quest has over delivered on everything we targeted and we are looking forward to continued success in 2009."
Lesley Batchelor, chair, Institute of Export and International Trade