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The Ethisphere Institute

• Introduction

  The Ethisphere Institute, a group dedicated to the research, creation, and sharing of best practices in ethics, compliance, and corporate governance, launched its quarterly publication in December 2006. The Institute commissioned Mindspace PR to assist with the launch of the magazine, and has since commissioned Mindspace PR to assist with the publicity of The Ethisphere Institute and Forbes joint-conference, “Driving Profit Through Ethical Leadership,” a first-time event held at the famed Rainbow Room in New York. The day-long conference culminated with a dinner honoring The Ethisphere Institute’s annual World’s Most Ethical Companies ranking.

• Projects

  Ethisphere Magazine launched its first issue in December 2006, and Mindspace PR was tasked with publicizing the magazine. Since the magazine was seen as competition to other magazines, the publicity efforts for the launch focused heavily on targeting corporate level and corporate social responsibility leaders through social media. Mindspace PR utilized wire services that would allow for coverage in blogs and other online sites, while simultaneously increasing search engine rankings. Additionally, the team managed traditional media relations efforts that resulted in an in-depth interview with Dow Jones for their corporate governance publication, and an ongoing relationship with Forbes Magazine. Mindspace PR was awarded the International Gold Quill for its launch efforts, the most prestigious communications award in the industry.

  The Ethisphere Institute joined forces with Forbes Magazine to hold a joint conference called “Driving Profit Through Ethical Leadership.” The public relations team was assigned the task of securing keynote speakers, managing media relations and securing media attendance and media coverage. Mindspace PR secured Dave Steiner, CEO of Fortune 200 company Waste Management, to deliver the lunchtime keynote address, and also secured the CEO of PepsiCo., America’s Foods to speak on a panel.

  While supporting The Ethisphere Institute and Forbes joint-conference, “Driving Profit Through Ethical Leadership,” Mindspace PR worked to leverage the power of the PR professionals from each of the World’s Most Ethical Companies winners, which were recognized at the conference dinner. Mindspace PR worked collaboratively with each company’s communications department in order to maximize their media contacts to benefit The Ethisphere Institute and the World’s Most Ethical Companies.

• Results

  The Mindspace PR team handled media relations and secured attendance to The Ethisphere Institute and Forbes joint-conference, “Driving Profit Through Ethical Leadership,” from renowned media outlets including ABC Radio, CNBC Fast Money, Dow Jones Newswires, and Wall Street Journal. CNBC Squawk Box and CBS News Radio covered the event live that morning. The efforts from World’s Most Ethical Companies resulted in coverage in the Wall Street Journal, Business Journals across the country, trade publications, online blogs and newsletters, as well as 45 broadcast mentions across the country.

  In the first two weeks following the conference and the World’s Most Ethical Companies announcement, Mindspace PR generated 32 million television and radio impressions and 215 million online impressions.