When Bel Air Investment Advisors, an industry leader in providing investment advice exclusively to high net worth individuals, families and foundations first came to the agency, their major concern was about controlling PR messages. A thought leadership platform was established that would allow for Bel Air Advisors to be viewed as a media resource. As such, through quotes, there would be more consideration for controlled coverage. The challenge was to identify what was the particular “own-able” expertise of each portfolio manager and match it with targeted media sectors; and then leverage it to the financial and business news cycle, building in the process, a base for long-term media relationships. The strategy worked. As breaking news in Bel Air’s sector’s crossed the wire and we were able to leverage Bel Air’s media reputation to present them as “the expert you want to quote.”
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