Strategic Thought Leadership and Media Relations Campaign for Northeastern University’s College of Engineering

The Opportunity

Northeastern University’s College of Engineering retained Belfort Group (BG) to generate awareness about the College by promoting the research and industry acumen of its esteemed faculty. BG needed to promote their faculty as thought leaders, secure proactive media opportunities that feature the faculty’s research and expertise, and earn placements in leading engineering newsletters.

The Strategy

BG conducted editorial discovery sessions to understand the research and identify story ideas. We introduced College faculty experts to national print, broadcast, radio, and online journalists and prepared faculty for media opportunities through briefing sheets.

The Result

In the first 10 months, BG secured media coverage with top-tier media outlets, including the Boston Globe, the Weather Channel and Fortune Magazine. BG also secured and worked with Northeastern University’s Central Communications department to coordinate an in-person visit by the New York Times to Northeastern’s campus to spend a day meeting with faculty and touring labs. The media relations campaign resulted in more than 65 million media impressions.