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Develop a PR program that establishes Mellon Financial as a technology savvy company within the business, financial and IT communities, as well as among its 26,000 employees.
To prove Mellon Financial’s technological know how to the business, financial and IT communities, BlinnPR decided on the following strategy. First, secure only high profile opportunities. Second, make Marty McGuinn, CEO and Janey Place, Executive Vice President of eCommerce, the focus of our publicity efforts. And last, pitch two different stories with the same smart story approach -- Mellon’s “Dot Com-Dot Corp Strategy” and “How Smart Companies Balance ROI vs. Strategy.” Over the last year, Mellon’s perception in the business, financial and IT communities has dramatically improved due to favorable coverage in Fast Company, Institutional Investor, American Banker, The New York Times, CIO, Inter@ctive Week and InformationWeek, among others. Plus, Mellon executives have become sought after speakers at industry conferences and have recently participated in CIO Perspectives, BusinessWeek’s CIO Summit and DCI’s eCustomer Conference & Exposition, to name just a few. All of this exposure has been accomplished without a single press release.
The second challenge was to demonstrate Mellon Financial’s technological expertise to the company’s 26,000 employees. After conducting an audit of Mellon’s internal communications efforts, BlinnPR’s recommendation was to distribute a regularly updated messaging guide and newsclips about the company’s eCommerce Group. BlinnPR believed that a messaging guide would ensure consistency of messaging across Mellon’s nine Lines of Business (LOBs) and explain to employees how the organization is taking advantage of the Internet. The final product, a 15+ page document, which has been circulated to every employee, provides an overview of Mellon’s eCommerce Group, contains key talking points, describes Mellon’s eCommerce strategy and illustrates how Mellon’s eCommerce Group is closely working with each LOB. In addition, Mellon’s internal communications department, on the recommendation of BlinnPR, now regularly distributes eCommerce Group newsclips so employees can read about the company’s eCommerce efforts. So far, initial feedback from senior management has been extremely positive.
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