We opened businesses’ eyes to the value of turnaround in an incredibly delicate landscape​.
The UK benefits from world-leading turnaround expertise, yet the business practice is little-known. Amidst unprecedented turbulence for businesses during the coronavirus pandemic, we raised awareness of turnaround as an essential business practice – encouraging businesses to avoid unnecessary insolvencies whilst also protecting jobs,, the economy and UK PLC.​
APPROACH ​
When the pandemic plunged many struggling yet viable businesses into crisis, we launched the IFT’s impact report to convey the role of turnaround in helping businesses survive and thrive.​
To create a compelling story we quantified this: in 2019, IFT members & partners saved over 200,000 jobs and protected £2billion in enterprise value.​
We humanised the issue by focusing on the profound social impact of successful turnaround, in helping to preserve livelihoods and industries.​
We leveraged relevant hooks to contextualise the report, including the passage of the Corporate Insolvency and Governance Bill.​
A highly personalised pitching process was vital in a landscape where journalists were predominantly working from home and many were solely focused on covering the pandemic news cycle.​
​RESULTS ​
We adopted a tiered approach, focusing on national business journalists, business trades, and major regional newspapers.​
We secured interviews with IFT Chair Steve Scown with the Financial Times and the Sunday Express.​
In an especially competitive media landscape, the report and the IFT’s insights on turnaround were covered in the Sunday Express and major business trades – Business Leader, Business Live, Financial Director and London Loves Business.​
Highlighting regional differences in businesses’ resilience, we secured pieces in Yorkshire Evening Post and Newcastle Journal.​
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