Lucas Group, one of the nation’s leading executive recruiting firms, sought to create a PR program to reach three key audiences – job seekers, hiring managers and the next generation of Lucas Group employees. Lucas Group hired Wilbert to devise a PR plan to ensure the company stood out within a fiercely competitive industry. The initial focus was on positioning as thought leaders the general managers of each recruiting division – accounting and finance, legal, sales and marketing, HR, IT, supply chain operations, and military transition.

Given the Lucas Group’s national footprint, Wilbert cast a wide net that included trade publications, national business media and industry influencers (including bloggers and podcasters). Wilbert developed strong relationships with reporters from several of these media outlets, leading to repeat successes.

Exceeding expectations

Lucas Group had a stated goal of 35-45 total media placements in the first year. Wilbert delivered more than 150 placements, with Lucas Group appearing in media outlets such as The New York Times Magazine,Yahoo! Finance, Business Insider, Fortune,U.S. News & World Report, Fast Company, Ladders, Society of Human Resources Management, NPR Marketplace and the Atlanta Business Chronicle. These placements generated millions of online views and provided Lucas Group with unprecedented exposure within its industry and beyond.