Quorum provides public affairs software for legislative tracking, stakeholder management, and grassroots mobilization for organizations engaging in public policy. The company partnered with PANBlast on a strategic PR program to leverage its extensive legislative data, generate newsworthy insights, and elevate its position as the foremost voice in public affairs technology.
Challenge
PANBlast faced three primary challenges in executing this program. First, the fast-paced political landscape requires constant adaptation to maintain relevance. Second, translating complex data into compelling stories for diverse media outlets demands a deep understanding of both the subject matter and varying audience needs. Lastly, differentiating Quorum’s voice in a crowded news cycle dominated by major political events necessitates creative approaches.
Strategy
PANBlast collaborated with Quorum’s marketing and data specialists to mine their extensive database for unique insights on legislative activities and social media trends among lawmakers. This data formed the foundation for creating diverse, targeted stories appealing to a range of media outlets.
A cornerstone of the strategy was the development of the “2024 State Legislative Trends” report, which analyzed activity across all 50 state legislatures and Congress. PANBlast crafted customized pitches for different media tiers – from trade to national – emphasizing relevant data points for each outlet’s audience.
To maintain a steady stream of newsworthy content, the team established a proactive system of regularly analyzing Quorum’s data to identify emerging trends. This approach allowed them to prepare data-backed insights on potential hot-button issues before they hit the news cycle, enabling Quorum to offer timely commentary on topics such as AI legislation, climate policy and congressional productivity.
Campaign Results
The program successfully positioned Quorum as a leading authority in the industry, with its data cited in discussions on congressional productivity, political profanity trends and state-level AI legislation:
- Secured 82 pieces of quality media coverage (27 per quarter), surpassing the target of 20 per quarter
- Achieved an average domain authority of 76, exceeding the goal of 70
- Increased Quorum’s share of voice against its competitive set by nearly 40%
- Landed coverage in multiple Tier-1 publications, including Huffington Post, Yahoo! News, USA Today and The Washington Post
- Secured features in wish-list industry publications such as American City & County and PolitiFact
- Obtained quotes and data mentions in diverse outlets including Emerging Tech Brew, Government Technology and BBC
- Generated a pending opportunity with The New York Times, with an environmental reporter planning to use Quorum’s climate policy data