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.
