The Challenge
Michael Bungay Stanier, bestselling author and leadership coach, was preparing to launch his new book “How to Work with (Almost) Anyone” in a crowded marketplace of business and leadership content. While Michael had established credibility with previous works, the challenge was breaking through the noise of countless leadership books and positioning this new release as essential reading for business leaders.
The business book market presents unique challenges for authors seeking to establish thought leadership. With thousands of leadership and workplace books published annually, even established authors face difficulty securing meaningful media attention that translates into sales and long-term authority building.
Michael needed to differentiate his workplace relationship expertise from the broader leadership category while securing high-profile media placements that would reach key business decision-makers. The goal extended beyond simple book promotion to establishing sustained recognition as the go-to expert for workplace relationships and leadership coaching.
The campaign required coordination with the publisher’s existing efforts while developing a strategic media approach that would maximize impact during the critical launch window and create lasting authority beyond the initial promotional period.
The Solution
Coordinating Strategic Book Launch Media Impact
The strategy began with developing a comprehensive media approach that positioned Michael as the definitive expert for workplace relationships rather than just another leadership author. Working in coordination with the publisher, the team developed messaging and positioning that differentiated Michael’s expertise in the specific area of workplace relationship dynamics.
This positioning strategy focused on Michael’s unique perspective on coaching conversations and relationship-building in professional settings, creating clear differentiation from generic leadership content. The approach established Michael as the authority specifically for workplace relationship challenges that business leaders face daily.
Targeting Premium Business Publications for Maximum Credibility
Understanding that credibility was crucial for establishing long-term thought leadership, the strategy prioritized securing placements in premium business publications that business leaders actually read and trust. The team systematically targeted Forbes, NASDAQ, ReadWrite, MSN, Under30CEO, and Inc. Magazine based on their reach among key decision-maker audiences.
Each placement was strategically crafted to showcase Michael’s expertise while providing genuine value to the publication’s audience. Rather than simple promotional content, the approach focused on positioning Michael as a valuable expert resource that publications would want to feature for their readers’ benefit.
Building Sustainable Thought Leadership Beyond Book Launch
The media strategy extended beyond the immediate book launch to create a sustainable platform for ongoing thought leadership recognition. The team developed an authority-building approach that would generate continued media opportunities and expert recognition long after the initial campaign concluded.
This long-term approach included establishing Michael as a go-to expert source for workplace relationship stories, positioning him for inclusion in expert roundups, and creating a foundation for future media opportunities around workplace dynamics and leadership coaching topics.
The Results
Media strategy delivered comprehensive launch coverage
The targeted approach successfully secured 12 strategic media placements around the book launch, providing extensive coverage across major business publications. These placements included features, expert mentions, and inclusion in authoritative expert lists that reached key business leader audiences during the critical launch period.
The variety of placement types ensured multiple touchpoints with potential readers while establishing credibility through association with trusted business media brands. Each placement reinforced Michael’s positioning as the workplace relationship expert while providing different angles and perspectives on his expertise.
Premium publication recognition established market authority
The campaign achieved featured placement on Forbes expert lists and secured coverage across NASDAQ, ReadWrite, MSN, Under30CEO, and Inc. Magazine. These premium publication features provided the credibility and reach necessary to establish Michael as a recognized authority in the business leadership space.
The Forbes expert list inclusion was particularly significant as it positioned Michael alongside other recognized business thought leaders, providing ongoing credibility that extends beyond individual article placements. This type of recognition creates compound value for future media opportunities and speaking engagements.
Thought leadership platform created lasting competitive advantage
The campaign successfully established a sustainable thought leadership platform that continues generating media opportunities and expert recognition beyond the initial book launch period. This ongoing authority positioning provides lasting value that compounds over time, creating a competitive advantage in the coaching and speaking market.
The sustained recognition enables Michael to command premium rates for speaking engagements, attracts higher-quality coaching clients, and positions him for future book deals and business opportunities. The thought leadership platform created through strategic media placement provides ongoing business value that extends far beyond the original campaign investment.
By The Numbers
Media Coverage: 12 strategic media placements secured during book launch period
Premium Publications: Featured coverage across Forbes, NASDAQ, ReadWrite, MSN, Under30CEO, and Inc. Magazine
Authority Recognition: Achieved featured placement on Forbes expert lists
Platform Building: Established sustainable thought leadership positioning for ongoing opportunities
Expertise Positioning: Successfully differentiated as workplace relationship expert vs. generic leadership content
