Often a company is best represented to the media through its CEO, especially when that individual is both dynamic and articulate.

Recognizing these qualities in Cookson America chairman Richard Oster, we developed a pro-active publicity strategy for him which included pursuit of editorial interest from both local and national business publications.

Research indicated that Oster had not yet been introduced to a very wide audience, despite his service in very visible civic and business capacities. A placement strategy was developed which focused on his responsibilities as CEO of a $3 billion multi-national conglomerate, at the heart of that relationship, was the fact that he was an American coming to the rescue of a floundering 300-year old British-based industrial enterprise.

A number of important placements were achieved: an in-depth examination of the man in Rhode Island Monthly, Rhode Island’s glossy monthly magazine; a “Faces Behind the Figures” profile in Forbes, the prestigious national biweekly; a business leader interview in Providence Business News; a profile piece in Britain’s Financial Times newspaper and, along with strong coverage of Cookson developments on a regular basis in Rhode Island’s daily newspaper, a most favorable end-of-year column by the Providence Journal Bulletin’s financial editor.