Selling your expertise can sometimes be more difficult than selling a widget. Knowledge has to be validated. Value has to be proven.
Simple, straightforward communication is key to explaining even the most complex of industries.
Abel Communications has worked with professional services firms in industries from financial planning to accounting to bridge design and engineering.
We get it. We understand that what you’re selling comes from that space between your ears and not an assembly line. So how do we show the world what you know?
We start by listening. We interview your experts to get their take on a topical issue. We also do our homework to understand what people in any given industry might be most interested in or confused about. And then we help you share expert commentary and best practices.
The Abel approach to helping a professional services firm develop Thought Leadership in a given category is second to none. Tell us your story. Then watch us share it with the world.
case study: conrad siegel actuaries
Conrad Siegel Actuaries is one of the largest and most respected employee benefits firms in Pennsylvania. Recognized as both an industry leader and a trusted advisor, the firm offers independent, fee-based services backed by careful attention to detail.
Conrad Siegel refreshed its brand and launched a new website. As part of the firm’s new look and feel, Conrad Siegel brought on Abel Communications to develop and manage a public relations program, with a focus on media relations, thought leadership and strategic content. The firm had never previously engaged in a proactive PR campaign and its leadership team had little experience with the media.
Abel Communications began the program with media training and message development in partnership with Conrad Siegel’s marketing firm, JPL. We helped Conrad Siegel understand that its team already had uncommon expertise in categories such as employee benefits, financial planning and health and welfare.
With Conrad Siegel, we identified a core group of thought leaders who could speak confidently to the press and educate both business-to-business and consumer target audiences about newsworthy topics. Topics we focused on included the Affordable Care Act, saving for retirement and creating effective employee benefits plans. We created a steady stream of content including bylined columns, press releases and short videos. This content formed the basis of our press outreach.
We shared the expertise of Conrad Siegel’s team with targeted media, securing positive coverage in print, radio and TV. Key media coverage included the Wall Street Journal, Central Penn Business Journal, WITF SmartTalk, The Patriot News, Fox43, Plan Adviser, Washington Post and Huffington Post.
Working with Abel has been a rewarding experience for our firm. The quality and frequency of the media coverage has been outstanding and the Abel team has done a great job explaining the process and delivering value every step of the way.John Jeffrey