Ackermann PR refers to itself as a “deep generalist,” providing PR services across multiple industries while providing a depth of expertise in key service areas such as strategic media relations (the skill for which it is best known), marketing communications consulting, public affairs, crisis and issues management, and—unusually for a midsize firm—in-house market research. In terms of industry sectors, the firm has similarly broad experience, but particular depth of expertise in real estate, tourism and economic development, healthcare, technology, sports and entertainment, and consumer products.
The past 12 months have seen a significant expansion of the firm’s digital strategies division, which is distinguished by its focus on return-on-investment. The firm offers digital audits to some larger clients, and has worked hard to ensure that digital and social media expertise is integrated into all account teams and client projects. “Working with the team at Ackermann on our social media outreach has honestly been one of the best decisions we’ve made in a long time,” says Annette Brun, VP of marketing for HGTV Network. “It’s truly amazing what you can do in a short period of time if you have the right people advising you.”
That’s one factor that contributed to solid growth in 2010, along with a major new assignment, focused on the educating the public about the H1N1 virus, from the Centers for Disease Control in Atlanta. The CDC joins a client list that includes Pilot Flying J (one of the leading operators of travel centers in the country), The Titanic Museum, Water Magic, paper manufacturer Evergreen, Verizon retailer Cellular Sales, Anderson Companies, Ruby Tuesday, EDP Biotech, Invisible Fence, East Tennessee Medical Group and the Boys & Girls Clubs of the Tennessee Valley. All of that work resulted in fee income of around $2.2 million, enough to make the firm a leader in the Tennessee market.
The launch of the Titanic Museum was a particular highlight, with Ackermann handling outreach to three distinct groups: tourists visiting the Smoke Mountain region, Titanic enthusiasts, and fans of the James Cameron movie. The grand opening, hosted by Regis Philbin, was attended by 20,000 people and generated massive media interest. The attraction has been drawing 100,000 visitors a month since the opening.
Founder Cathy Ackermann has brought together a leadership team with big market, big agency experience, including executive vice president Jeff Hooper; formerly of Midwest as agency Flynn Sabatino & Day, and Lisa Hood Skinner, who has worked with clients such as McDonald’s and Kraft General Foods.