For 4.5 years, Anita de Graaf has been ultimately responsible for Hoffmann's communications activities. It is therefore not surprising that the enthusiastic marketing and communications professional regularly enlists help. On the PR front, nxt agency schoon was tasked with setting a media stage for Hoffmann in a three-month pilot.
Traditionally established sixty years ago, Hoffmann is a corporate investigation firm. After all, fraud, extortion and violations of integrity are unfortunately a real danger for organizations. When incidents occur, Hoffmann provides a quick and proper solution to minimize the damage. Hoffmann can also be called in to prevent incidents. A selection of possible services: fraud and integrity investigations, corporate theft, testing and setting up corporate network and information security, as well as research into and prevention of undesirable behavior in the workplace.
The latter area of focus in particular strengthens the importance for a public relations strategy. "There are more and more reports in the media about undesirable behavior in the workplace. Many of the large companies where undesirable behavior has been exposed in the media are organizations for which we did the research. This evokes many reactions, both positive and negative. Besides not having the manpower to respond adequately to everything, we cannot respond to many reports due to the sensitivities of information from our investigations and privacy protections. It was therefore in our interest to use PR ourselves to make noise in the media about our work," says Anita.
The help of nxt agency was enlisted to make this noise and respond to the many media reports. "I knew co-founder Remi Kuchler from the past and so the step to work with nxt agency was quick. We set up a three-month PR pilot where we highlighted two of Hoffman's topics. With a focus on transgressive workplace behavior on both topics, we generated a lot of media reach and gained a media platform that we had less of before."
Specifically, the pilot resulted in a media reach of nearly 50 million across various media, including nu.nl, NRC, and De Ondernemer. And that tastes like more. "The cooperation has gone incredibly well. That's why we decided to extend the pilot! Because nxt agency is a smaller agency the lines are short and we can easily switch with each other. For example, we have a WhatsApp group where we can communicate quickly. Nxt agency is also always accessible. We have achieved good goals and the cooperation is fine!"
