CASE STUDY

The Association for Project Management (APM)

How PLMR Genesis Helped APM promote the benefits of its membership to project professionals
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Client

The Association for Project Management (APM)

Sector

Professional Services

Services provided

Public Relations

The Situation

The Association for Project Management (APM) is a professional membership organisation that sets the standards for the project profession and raises its profile.

APM is the only chartered organisation representing the project profession in the world and delivers learning and networking opportunities, qualifications, research, resources, events and best practice guidance for the project community, helping the profession deliver better. The charity has more than 40,000 individual members and over 400 corporate partners based across 140 countries.

What we did

APM was looking for strategic PR and media relations support to work with its in-house team to manage and enhance its reputation among key target audiences and promote the benefits of its membership to project professionals.

APM also identified the need to further improve the retention of existing members and corporate partners, and to proactively support recruitment to continue its expansion.

Specifically, a target was set of doubling the number of project professionals pursuing chartered status within an 18-month period, while increasing its cohort undertaking APM qualifications.

Additional goals included increasing media profiles of its senior leadership team and laying the groundwork for greater international awareness.

The Result

PLMR Genesis worked closely with APM to create and implement a communications strategy that identified audiences to engage, messages to develop, and channels to target proactively.

We are currently conducting a proactive media relations programme centred on APM’s research, reports and events, as well as internal promotions and corporate partner activity for case studies.

Within the first nine months, we have achieved over 75 cuttings in leading trade media titles covering the built environment, HR and training, transport and logistics, and other sectors. A notable highlight has been the National Apprenticeship Week sector-tailored press releases showcasing APM’s research and practical support to address the skills gap which was placed in 15 publications.

We are also currently developing several thought leadership pieces and supporting APM’s public affairs activity with our London-based PLMR Group specialist team.

The Outcome (so far)

  • Increase in media coverage and consistent flow of coverage across trade press
  • Anecdotal evidence of greater reputation of APM among project profession
  • Greater awareness of APM among target media contacts

 

Testimonial from APM: 

“We are really enjoying working with PLMR Genesis in helping build the visibility of APM and project management as a career choice to a wider audience across through a wide range of media. We have seen a consistent flow of media coverage since they came on board, and we look forward to future success in our upcoming PR campaigns.”

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