Det’on Cho Corporation PROFIT 500 media relations

Challenge

Det’on Cho had been growing at a tremendous rate, and in the spring of 2013 was named as one of the 500 fastest-growing companies in Canada by PROFIT magazine. This sort of achievement is incredibly rare for northern companies, and Tait knew that this was a good-news story that would be well-received not just by Det’on Cho employees, but by people all across the North.

Solution

Det’on Cho received advanced notice from PROFIT that it had made the list, but wouldn’t find out its ranking until the magazine was released. Tait worked to prepare as much as possible in advance so that it could add the finishing touches and announce Det’on Cho’s achievement the day after the magazine hit newsstands.

Tait began by organizing announcements to Det’on Cho employees in Yellowknife and by video to employees at the mining camps. We also organized a news conference to follow the Yellowknife employee announcement. Following this, we distributed a news release across the North and followed up with a number of media outlets to pitch specific angles. In the end, the story was covered by all major northern news organizations and helped lead to a profile of Det’on Cho in Up Here Business.