Avilio is a productivity and performance coach, helping professionals change their behaviour and better manage their work-life balance. Avilio’s founder, Philippe Masson, needed PR to raise his profile along with that of the Avilio brand. The goal was, by creating insightful content and generating media coverage he could then share on his LinkedIn, to ultimately boost his and the brand’s credibility, generating greater trust with his key audiences – C-Suite professionals and HR executives.

Avilio wanted PR results that would help to build the brand’s reputation. Specifically, it wanted to ensure that when prospects put ‘Avilio’ into an online search, they would see a raft of coverage and articles showcasing the business’ expertise. As a consultancy, rather than talking about itself, Avilio needed PR that would showcase its knowledge and unique views on how to improve productivity and performance.

To focus on Avilio’s expertise and squeeze as much value out of the project as possible, CRC designed and executed a quantitative research survey of UK business managers, quizzing them about topical issues such as wellbeing, parent guilt and burnout. Managers were asked about their stress levels, the causes of stress and how well they feel their employer supports them. This ensured the survey touched on numerous topics, giving CRC lots of data with which to create compelling campaigns.

CRC devised a PR and content plan for how to use the data to deliver maximum impact. For instance, the findings of the survey were showcased in a report on the Avilio website, which was then used a lead generation tool.Meanwhile, three press releases presented key findings on the most interesting themes – for instance, the prevalence of parent guilt and stress-related absence from work. This activity was supported by thought leadership articles, placed in the HR and B2B trade press, which enabled us to explore the root causes of stress and burnout, as well as practical tips for businesses, in more detail.

Over the course of the three-month campaign, we achieved 28 pieces of coverage for Avilio. This included a mix of news coverage and thought leadership in titles such as HRMagazine, Raconteur and theHRDIRECTOR successfully hitting Avilio’s key audiences. In addition, we secured an in-depth interview for founder PhilippeMasson for FT Adviser’s Better Business page. The research also gave Avilio a huge amount of content to use across its website and social media channels.

“CRC are proactive and easy to work with. I never had to chase for an update and, as someone who was fairly new to how PR operates, this was reassuring.”

– Philippe Masson, CEO, Avilio

‍

Services mentioned

All services

Strategy Development and Brand Positioning

We work out what you stand for, who needs to hear it and how to say it, then turn that into a plan.
Key Messaging Development

A messaging framework gives everyone in your business the same clear story to tell, from the boardroom to the press release.
Executive Profiling

Even in B2B, people buy from people. We make sure your senior leaders are the ones journalists, investors and buyers turn to.
Press Office

An always-on press office that gets your announcements to the right journalists and keeps your business visible between them.
Thought Leadership

We find the point of view your market needs to hear, then build the content and coverage that makes it yours.
Reactive PR

When the news agenda touches your market, we get your spokesperson's view to journalists while the story is still being written.
AI Visibility

Your buyers now ask AI assistants who to talk to. We make sure the answer includes you, using the same earned coverage those tools trust.
Quantitative Research

Original data gives journalists a reason to write about you and gives your leaders something worth saying.
Content Creation

Content written by people who have worked as journalists, so it is clear, accurate and worth reading.
Crisis Communications

Planning, media handling and clear messaging to help your business respond quickly and credibly when something goes wrong.
Media Training

Practical interview training for leaders who speak to print, online, broadcast and podcast media.
Events and Awards

Support before, during and after industry events, plus an awards strategy and entries that showcase your best work.
Social Media

Concise, consistent social content that puts your coverage and expertise in front of the audiences you want to reach.

Talk to us about your next campaign

A 30-minute conversation with a director. No pitch, just an honest view of what PR can do for your business and what it would take.

Book a free consultation