Positioning a leading organisation as credible, visible, and trustworthy
Highlights
6,500+
media mentions since 2022
600+
media hits in national newspapers and broadcast since 2022
570%
increase in media coverage since 2022
3
Labour Cabinet Ministers secured for CMI events
The challenge
In 2022, the Chartered Management Institute (CMI) approached Atalanta with a defined three-year strategy, clear communication objectives - to be credible, visible, and trusted - and a strong vision for the organisation. Despite representing over 230,000 aspiring and practising managers and more than 150,000 individuals studying on its management and leadership programmes, CMI was struggling to secure its share of voice in a crowded field and to respond effectively to ongoing funding cuts and challenges.
Our solution
Worked closely with CMI’s policy, public affairs, and research teams to refine CMI’s narrative and media strategy to align more closely with their policy goals
Identified key media opportunities with a focus on high-quality national press and broadcast, while strengthening relationships with priority journalists
Leveraged CMI’s membership base, case studies, and survey data, alongside leading a petition, identifying key political partners, and working with aligned organisations to strengthen CMI’s public policy engagement and credibility with MPs across Westminster
Elevated CMI’s senior leadership as authoritative voices, including joint media opportunities with other key stakeholders, growing its media profile and demonstrating the depth of its expertise
Our impact
Positioned CMI as a leading voice in the skills and management sector by securing extensive coverage across national, broadcast, sector and regional media. This strengthened its reputation and credibility, while ensuring its research reached key stakeholders.
”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.
Our accreditations
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