Positioning a leading organisation as credible, visible, and trustworthy
Highlights
2,300+
media mentions in 2024
550+
media hits in national newspapers and broadcast since 2022
3
Labour Cabinet Ministers secured for CMI events
450%
increase in media coverage since 2022
The challenge
The Chartered Management Institute (CMI) came to us with a defined three-year strategy and a clear vision of where the organisation aimed to be by 2025. Despite having over 220,000 professional members and generating substantial original data through its monthly surveys of managers working across the UK economy, the CMI struggled for share of voice in a crowded field. The CMI’s three key communications objectives were to be credible, visible, and trusted.
Our solution
Collaborated with CMI’s policy, public affairs, and research teams to refine CMI’s narrative and create a media strategy that aligned more closely with the organisation’s policy goals
Employed a campaign-style approach for ongoing media engagement around key moments, focusing on trusted mainstream press and broadcast
Leveraged CMI’s membership, case studies, and survey data, alongside partnerships, to strengthen CMI’s public policy engagement and credibility with MPs across Westminster
Positioned CMI’s senior leadership as thought leaders to expand its media presence and highlight the breadth of its expertise
Our impact
Generated extensive media coverage across mainstream, broadcast, sector, and regional media outlets building CMI’s reputation and credibility, and ensuring their research has reached key policymakers. Their research has been cited by Prime Minister Starmer and Deputy Prime Minister Rayner, and has informed policy announcements by Chancellor Reeves.
”Atalanta has been an expert partner to the CMI, supporting on both strategic guidance and day-to-day delivery. In particular, Atalanta has a deep understanding of how media and public affairs can work in tandem to achieve our organisational goals. The team has plugged seamlessly into our structures, helping us focus on impact. Indeed, our partnership with Atalanta has seen the CMI double its media coverage over the past year. I’d recommend them to any organisation looking to build credibility and visibility with media and policymakers."
— Caroline Mallan, Head of External Affairs and PR, Chartered Management Institute (CMI)
Chartered Management Institute (CMI) and Keir Starmer speaks at USDAW Conference, Blackpool, United Kingdom - 29 April 2024 by Keir Starmer is licensed under CC BY-NC-ND 2.0 DEED.
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