Patience is a virtue, especially when it comes to PR. When beginning work with a new client, there is an excitement in wanting to share their story with the world and, more specifically, with journalists who can help you share that story. However, with journalists receiving hundreds of pitches daily, cutting through the noise requires a strategic process that can necessitate some experimentation to find what resonates. By creating a compelling story arc and identifying the brand’s place in the industry landscape, PR pros can pique journalists’ interest and drive coverage in key publications.

All PR is cumulative. One of our clients, VoloMetrix, has now achieved a steady cadence of coverage in key business press through consistent exposure in trade publications and informational briefings with relevant journalists and analysts. VoloMetrix is a people-analytics technology company that uses big data to optimize organizational performance, providing executives visibility into the daily activities and relationships that propel business forward. This technology helps improve companies’ organizational alignment, drive sales, and promote employee engagement. Because they have invented an entirely new technology and established a new category, we knew gaining traction would require some creative thinking and grit and—you guessed it—patience.

We began by sharing the news of their patent filing, establishing them as innovators and owners of the technology and of the people-analytics space. Next, we continued announcing major news including funding and new hires to their executive team. Most importantly, we have maintained a steady pace of proactive pitches, framing their company in an intriguing way by leveraging current trends and shaping the data collected. VoloMetrix is now well-established; it owns the people-analytics space and is considered an authority and resource on people analytics. We are thrilled by the momentum VoloMetrix has gained in both PR and overall business efforts and we are eager to assist them in their continued growth and success.

Following is a list of some of VoloMetrix’s media coverage from August 2014 through February 2015:

• How Big Data Will Change Everything About Managing Employees—Entrepreneur, Aug. 7, 2014
• 3 Behaviors That Drive Successful Salespeople—Harvard Business Review, Aug. 20, 2014
• Is Big Data watching you at the watercooler? –PC Advisor, Aug. 22, 2014
• Seattle startup VoloMetrix raises $12M, plans to triple staff—Puget Sound Business Journal, Oct. 13, 2014
• VoloMetrix Raises $12 Million Series B–Analytics For Organizational Performance—Forbes, Oct. 13, 2014
• VoloMetrix Raises $12M to Market ‘People Analytics’ Software—Xconomy, October 13, 2014
• VoloMetrix, pushing an app to track employee productivity, scores $12M—VentureBeat, Oct. 13, 2014
• Stop Wasting Everyone’s Time—The Wall Street Journal, Dec. 2, 2014
• The Wasted Workday—The Atlantic, Dec. 4, 2014
• How Quantified-Self Will Redefine the Future of the Enterprise—WIRED, Jan. 2, 2015
• The Geeks Arrive In HR: People Analytics Is Here—Forbes, Feb. 1, 2015
• In ‘People Analytics,’ You’re Not a Human, You’re a Data Point—The Wall Street Journal. Feb. 16, 2015
• ‘Big data’ analysis of employees is growing, but it has its drawbacks—The Times, Feb. 24, 2015