CPRS Webinar – Creating Eminence for Deloitte Canada
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Business Case

Deloitte's decision to launch this media relations campaign was based on surveys conducted among previous years' event attendees, who indicated that media coverage that featured TMT Predictions would influence them in positive ways. As a result, media relations has become a key component and measurement of success for the overall marketing campaign. Without a successful media relations campaign, Deloitte would realize less value for its significant investment in this program, generate smaller crowds at events and, as a result, fewer executives would know about Deloitte's eminence in TMT and hence less new business would be generated. Media coverage featuring the report also provides a tremendous opportunity for Deloitte to differentiate itself from other large professional services and accounting firms, consulting firms and professional research firms. 

Campaign Goals

The overarching goal of this campaign was to showcase the knowledge and expertise of Deloitte spokespeople (TMT leaders) across the country by generating widespread media coverage for TMT Predictions among target audiences in national, regional and online stories. A secondary goal was to build eminence for Deloitte as a leading professional services firm and thought leader in the TMT industries.


Did Broad Reach Communications meet the campaign's goal? Find out during this webinar!


Andrea Lekushoff, President and Founder, Broad Reach Communications
A leader in the Canadian public relations industry, Andrea Lekushoff has two decades of experience creating business value for many of the world's most respected brands. As the president and founder of Toronto public relations agency Broad Reach Communications, she brings with her strong leadership and entrepreneurial skills, sound business acumen and a track record of success in attracting and retaining both clients and associates.

With a unique vision and a passion for delivering the highest level of client service, Andrea founded Broad Reach as an alternative to the traditional PR agency model. Broad Reach was among the first Toronto PR firms to only use senior practitioners to deliver client work in a flexible, family-friendly work environment.

Before founding Broad Reach, Andrea was a strategy consultant with Deloitte, one of the world's leading professional services firms. There she worked with some of North America's premier blue-chip brands and helped create brand, market, customer and competitive strategies. Earlier in her career, she held senior communications roles with two award-winning PR agencies. She also worked for Brightparks Labs (a high-tech start-up incubator) and prior to that, spent four years advancing Canadian policy interests with Washington-based media as the Press Assistant at the Canadian Embassy in Washington, D.C. While in D.C., she was awarded the Canadian-American Business Council's Outstanding Contribution Award for her success in enhancing this non-profit's reputation, generating high-profile media coverage and increasing its membership.

Andrea holds a Master of Business Administration from the Richard Ivey School of Business, a Bachelor of Arts (Honours) in French language and literature from the University of Western Ontario, and is fluent in English and French. Her love for travel and adventure led her to successfully climb Mount Kilimanjaro in 2004 and hike the Inca Trail in 2006. She is also available to provide organizations with commentary on her areas of expertise, including public relations, women in business, and entrepreneurship.



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CPRS would like to thank CNW Group for their generous support of this event.