Randy White is a client who’s published a lot of articles, as well as authoring some books. He’s a psychologist, executive coach and co-heads the leadership program at one of the world’s leading business schools, HEC Paris. He’s got a lot to say.
This makes our job as publicists easier. We can usually open the door at management publications just with his credentials. But placing the story takes some finesse. We have to make the subject fresh, relevant and topical.
- In-depth knowledge of the client’s subject and audience
- Awareness of trends in the client’s industry
- The ability to make the story pitch compelling
For this particular article focusing on the intergenerational workplace, we teamed Randy–a baby boomer–up with his generation X colleague from Paris, Dr. Jeremy Ghez for a broader perspective.
Once we got the invitation, Randy and Jeremy worked with King’s English to develop the story. We also helped conduct interviews with two third-party sources to help validate the position.
The article, with a title borrowed from The Who’s Pete Townshend, appeared earlier this month. Read it here.