We set out to leverage the book’s powerful stories and tools to connect the messages of authors Dr. Rob Bogosian and Christine Mockler Casper with senior executives to establish a language of “culture of voice.” The book was competing in a cluttered space, challenging us to differentiate its authors from others in their field. Our targeted media relations approach, which strategically leveraged timely news hooks like the GM Motors management crisis and the Ebola crisis, created demand for the authors’ expertise and resulted in significant coverage in top business and industry media, including Fast Company and Entrepreneur. We also teamed with the authors to produce an eye-catching, practical SlideShare that gained more than 200+ unique views across the C-suite in just a matter of months. Our tightly focused program achieved the authors’ mission to make “culture of voice” a recognized concept across the leadership community.