Crisis Prevention Institute

What We Did

Executed a three-pronged media relations strategy to leverage the Crisis Prevention Institute’s expertise and further position them as a thought leader.

The Result

500+ pieces of news coverage, an increase in sales and one of the top PR industry award wins.

Elevating expertise during global tension.

As the world leader in de-escalation and crisis prevention training, Crisis Prevention Institute (CPI) has educated more than 15 million workers across the globe. When the COVID-19 pandemic hit, CPI wanted to make their expertise available to frontline workers and the general public during their time of need.

CPI turned to partner Laughlin Constable Public Relations to develop a media relations and thought leadership campaign. Through a trade and gen pop media approach, our efforts resulted in hundreds of pieces of news coverage, increased sales and even some PRSA hardware.

CPI Media Image Breaker

Developing new strategies and partnerships.

We worked closely with CPI’s team of experts to create a timely media relations strategy, identifying valuable media touchpoints for important cultural moments where CPI’s de-escalation tactics were of increased need. Together, we developed content focused on diffusing the conflicts people faced in crowds or out in public places, like handling tension tied to wearing masks and social distancing.

The strategy resulted in national attention, along with a new business partnership for CPI to customize training for the National Retail Federation's 16,000 members nationwide.

CPI Media Image Breaker 2

Securing national news attention.

With the NRF partnership secured, we developed a strategic and targeted approach to announce it. We pitched The New York Times on the exclusive story on de-escalation needs in the retail industries reaching an audience of more than 150 million across its news, social and digital properties. To further amplify the partnership news, we then pitched stories to news media across the nation.

CPI Voting Entrance

Focusing on current events.

At this point, CPI’s expertise on crisis management and de-escalation was all over the news. But it wasn’t just relevant during the summer of 2020. In-person voting for the upcoming presidential election would soon become a big concern.

To address voter anxiety as people were headed to the polls, we introduced a follow-up media relations campaign designed to educate voters on CPI’s proven de-escalation tactics.

Awareness was the objective, and the campaign resulted in 225 articles being published across the U.S. in the week leading up to Election Day.

Growing awareness, relationships and national recognitions.

Our efforts to position CPI as a thought leader resulted in over 500 pieces of news coverage across online, print, TV, radio and social media. The coverage had a reach of over 609 million earned media impressions, equivalent to an ad value of $5.6 million. The campaign also increased sales and website traffic for CPI, and won LCPR and CPI a Public Relations Society of America Bronze Anvil, one of the industry’s highest national honors.