IPR Clients by Expertise

Asset Management/Investment Banking/
Private Equity

Corporate

Financial Services

Internet-based/Digital Services

Hedge Funds

Banking

Insurance

Management Consulting

Non-Profit

Real Estate

IPR Case Studies

Spokesperson Programs

PNC Financial Services
For more than seven years, IPR worked with PNC Financial Services Group to build recognition for their market commentators in order to enhance PNC’s reputation for financial expertise. The successful media relations program initially established PNC Chief Economist Stuart Hoffman as a national media presence and valued commentator on economic trends. Shortly thereafter, IPR worked with PNC to build media and industry recognition for Jeff Kleintop, who had joined PNC in the newly-created position of Chief Investment Strategist in its Wealth Management unit.

Not only did the program succeed in terms of spokesperson placement, it also helped to elevate PNC’s recognition as a large, successful U.S. bank with the ability to provide sophisticated financial and asset management advice to its clients. Simultaneously, IPR also worked on behalf of the client in obtaining favorable profile stories in major business media, telling the story of PNC’s rebound from near collapse to top-tier banking organization under Chairman James Rohr.

As noted, IPR’s work with PNC initially focused on Chief Economist Stuart Hoffman. The goal was to focus attention on PNC through Mr. Hoffman’s role as a highly regarded national and regional economic commentator and forecaster. Although already established, he had not been active with the media for several years when IPR was engaged to enhance his national reputation.

The strategy was to create a foothold with prominent top-tier publications by leveraging Mr. Hoffman’s expert analysis of economic conditions and creating greater frequency of media engagements. The premise was that PNC would build its reputation as a national leader in forecasting and market commentary through spokesperson media exposure.

As a result of the program, Mr. Hoffman gained greater stature as a leading national economic commentator across a wide range of media outlets. His annual outlook is regularly featured in high-profile articles in The New York Times and The Wall Street Journal. In addition, he is now quoted frequently in numerous quality national media forums, including Associated Press, Barron’s, CNBC, CNNMoney, NPR, The New York Times, USA Today and The Wall Street Journal. Mr. Hoffman’s expertise as an interest rate forecaster is now well-known and highly-regarded by the media, and PNC customers and potential customers.

Branding and Positioning

West Coast Investment Firm
On behalf of a San Francisco-based investment management firm, IPR executed a proactive media relations program in the wake of a “quiet period” for the company. The firm, which had been a high-flier prior to the market downturn affecting its growth funds, had retreated from the limelight. The portfolio managers were reluctant to speak to the media, and the firm needed to rebuild its brand and public profile. The task was to reposition the company as a leader in the value discipline, as well as growth, and gain positive visibility in the wake of a regulatory incident.

After establishing a strategy of disciplined media engagement, IPR trained select portfolio managers and scheduled a series of reporter/editor encounters. These strategies resulted in the following.

• Major media placements showcased the investment team, with coverage in The Wall Street Journal and The New York Times, and a cover story in Investment Advisor, among many other placements.
• A broader team of portfolio managers was trained to tell their “corporate story” and support PR effort in both media and client encounters.
• The expanded PR effort eventually included coverage in Barron’s, Business Week and other top-tier publications.

Baring Private Equity Partners (BPEP)
In our work with BPEP, IPR was involved in all aspects of marketing and public relations and succeeded in putting a relatively small player in the private equity business “on the map” in terms of brand recognition and awareness.

The strategy was to work closely with the Baring sales and marketing team in determining the best competitive positioning. IPR focused on leveraging BPEP’s market expertise and transaction track record as the credibility-builder for media engagement. Once messaged, an expansive media engagement was undertaken. Before long, the BPEP name garnered a quantifiably greater association with private equity.

Reputation Management

Forbes Billionaire
A Forbes billionaire with a reputation as both an astute businessman and media mogul wanted to secure and protect his image as a businessman. IPR was tasked with presenting him to the world of business as a forward-thinking entrepreneur.

The strategy that IPR proposed was a combination of carefully selected speaking engagements, award acceptances, and media interviews that would serve to build a solid reputation in business and media circles.

By utilizing IPR’s access to top-tier media and carefully managing the opportunities available to him, he was exposed to individual media through one-on-one interviews in intimate settings. Personal appearances before groups were restricted to large, well-managed engagements. Before any of the client’s meetings with the press, IPR conducted extensive due diligence and vetting for suitability, chemistry and enhanced likelihood of a favorable outcome.

As a result, our client enjoys a high, positive media profile in the U.S. and abroad and is perceived as a world business leader in the forefront of his profession.