Overview
Rising Team is a team performance platform focusing on hybrid and flexible work companies. Founded by Jennifer Dulski - who formerly held executive positions at Google, Meta, Yahoo!, and others - the company is operating in a very competitive market and had limited brand awareness before engaging with 5W.
Strategy
The 5W team focused on several tactics to elevate Rising Team's media profile and position the platform as a must-have for hybrid and remote organizations. A dynamic and engaging speaker, CEO/Founder Jennifer Dulski was offered for consistent phone interviews with top reporters - both for assigned pieces and to build relationships for future coverage. 5W also pitched podcasts, securing feature segments for Jennifer as it allowed her to give a deep dive into the platform's points of difference, supporting the focus on market distinction.
The 5W team kept its finger on the pulse of the news, offering Jennifer for commentary via newsjacking of hot HR topics such as The Big Stay, engaging Gen Z workers, the benefits of work friendships, emojis in the workplace around National Emoji Day, Tesla rescinding job offers and conducting layoffs, and others. The credibility 5W established for Dulski and Rising Team in the media led to success with coining an HR term - "NATO applying" - which converted to strong trade and business coverage.
Results
In just over a year, 5W secured 690.2 million earned media impressions, reaching outlets like CNBC, Forbes, WorkLife, FOX Business, Business Insider, Fortune, Forbes, Employee Benefits News, and countless others.
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