OPT Associates

OPT Associates, a career development and diversity consultancy, hired Sprung PR to promote From the Outside In: Seven Strategies for Success When You’re Not a Member of the Dominant Group in Your Workplace (Amacom, 2000), a book written by the firm's principals. Sprung PR took a two-pronged approach. One campaign targeted mainly career advice and feature writers with a pitch letter that highlighted a set of real-world office dilemmas that the book deals with. The second campaign targeted mainly workplace news writers with the results of an opinion survey, which we helped the authors design, that queried workers about their perceptions of discrimination in the workplace. Each campaign yielded more than a dozen media placements – in major daily newspapers (including Chicago Tribune and Tribune Syndicate, Gannett syndicate, San Jose Mercury, San Francisco Chronicle, Orange County Register, Newsday, Atlanta Journal-Constitution, Orlando Sentinel, Christian Science Monitor), magazines (BusinessWeek Online, Working Woman and Black Enterprise), and over a dozen syndicated and large-market local radio talk shows.