Center for Workforce Development

The Center for Workplace Development in Newton, MA retained Wanger Associates to create and implement a media relations effort to promote a major research study related to informal learning.

Objectives

	To generate maximum national and local media coverage in the trade and general media, particularly in the six communities where the research was undertaken and the funders resided.
	To generate increased business opportunities for the Center, primarily through the selling of the study report and, possibly, through obtaining new consulting leads.
	To increase public understanding of the importance of informal learning so managers could implement new strategies in the workplace which would improve productivity and competitiveness.
	To increase awareness of the Center for Workforce Development as a nonprofit research organization.

Results

	The story we developed appeared in major trade publications and more than 300 major daily newspapers across the country and abroad, including every targeted city.
	Since the report was released, the Center sold more than 300 copies of the study (about 10 times more than was anticipated) and has had more than 350 inquiries.
	The demand and interest was so great that the Center is in the process of developing a separate consulting division to work with other companies in implementing informal learning studies and programs.

Among the key media placements:

	Cover story in Training Magazine and a major feature in Industry Week.
	A major segment in NPR’s Morning Edition. The reporter visited one of the corporate sites and interviewed principals of the study as well.
	AP ran a major piece that was picked up broadly and also ran on the AP radio wire which also generated a number of radio interviews. Many of the stories ran on the first page of busines sections in such papers as The Los Angeles Times, The Kansas City Star, The Orlando Sentinel, The Portland Oregonian, and The Sacramento Bee.
	Key trade newsletters such as Employment & Training Reporter, Human Resources Management Ideas and Trends, HR Reporter, and The Daily Labor Report ran major stories.
	The Financial Times in London ran a story in both the American and International editions.