Intelligence

Vested Earns Industry Award for Media Training

Lauren Pozmanter

Senior Account Manager

For the second year in a row, Vested has earned an Agency Elite Award from PR News.

It is always exciting to see our agency recognized for our work and the value we create for our clients – this one is especially thrilling. As a PR agency, we are measured by not only the quality of meeting we can bring to our clients, but by how well we can help them turn a conversation into positive coverage. PR News is an excellent source of best practices on the craft of communication, which makes this recognition a huge honor. Our whole office shares these beliefs.

The winning campaign was a media training exercise we conducted with Jet.com in 2016 after retail titan Wal-Mart agreed to acquire the company. “The Vested team provided crucial support to ensure that all client-side executives and spokespeople at Jet.com were on the same page and could maximize the company’s visibility amid this major transaction,” the publication wrote in the award summary.

Our co-founder and CEO, Dan Simon, who was a finalist for an Agency Elite Award as well as a Platinum PR Award in categories for excellence in agency management, played a leading role in our work for the company.

The firm is particularly proud of this recognition because it is clear that being prepared for large-scale corporate announcements delivers real value. In 2010, Goldman Sachs began listing “bad press” as a material risk factor in its reports to shareholders, and many companies have followed suit. This shows that proactively avoiding negative headlines is a legitimate method of value creation.

This kind of PR isn’t a cost. It’s an investment.

At the same time, there are more controlled channels through which to release news. This isn’t so much a regulatory issue — Regulation Fair Disclosure was liberalized in 2013 to permit material disclosures on certain owned media platforms — as it is an issue about optics: having the right production, and using the right words to frame a deal, truly matter. Even modest acquisitions should have multidisciplinary, well-thought-out plans attached. Treat them like a product or service launch.

And the larger the deal, the more value a team can preserve by ensuring the planning is strong and execution is flawless.

This award win comes on the heels of Vested being named as the Holmes Report New Agency of the Year for the North America region, which validates the strength of the agency’s innovative model and the commitment of its people.

We look forward to continuing our work with our clients in delivering their messages and creating a strong brand.

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