Sirota

HR & Recruitment

THE GOAL

Sirota, a world leader in business performing consulting, engaged Mutant Communications for some PR in the lead-up to a joint event it was hosting with Hogan Assessment Systems, arguably the pioneer of personality profiling and psychometric testing. The aim was to reach targeted business and HR industry media in a very short time frame (less than two weeks) to encourage coverage and attendance at the event, which was to be attended by some of the top senior HR professionals in the region.

OUR PLAN

Through quick-thinking and strong media contacts, Mutant focused its efforts on pre and post-event press releases about the event, leveraging on the attendance of Lewis Garrad, MD of Sirota, and Tomas Chamorro-Premuzic, CEO of Hogan. Mutant also worked with Sirota to produce quality op-ed articles in the lead-up to the event and facilitated one-on-one interviews with highly targeted industry and mainstream media.

THE OUTCOME

With very little lead time, Mutant managed to secure coverage for both Sirota and Hogan across targeted publications such as Human Resources Magazine, HRM, Vertical Distinct and HR in Asia. We also secured an interview with both Lewis and Tomas on 938LIVE, as well as on BFM – The Business Radio Station in Malaysia.