Individual Public Relations

How to create career paths for low-income workers may not make for newspaper headlines.

But it's crucial news for manufacturers working hard to win in international competition, and potentially life-changing for low-income workers hoping to move beyond living for paychecks to building wealth and assets. The Hitachi Foundation is mining lessons at "laboratories of workforce development" they have helped to seed throughout the country. A traditional press campaign won't get these lessons to the people who need them. So Rosenberg Communications developed a strategy built on Word of Mouth Public Relations, e-mail and online social marketing, engagement of allied organizations and associations, outreach to bloggers, development and distribution of online content, and direct marketing to selected reporters.

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