Driving Media Visibility Through Written Thought Leadership

As 2024 began, Datasite tasked 5W with securing 80 media placements under a new and highly limited directive. All live interviews, including broadcast, podcasts, and real-time commentary, were paused. This constraint disrupted the traditional visibility model, which previously combined live and written formats. To succeed, 5W had to completely rebuild its PR approach to maintain momentum and deliver measurable visibility without executive media participation.

5W responded by developing a written-first strategy rooted in expert bylines, strategic commentary, and proprietary data insights. The team built a centralized content library featuring data-backed talking points tailored to specific sectors, including healthcare, industrials, and consumer technology. We leaned into vertical-specific storytelling and timely topics such as regional deal activity, economic impacts on M&A, and global market trends. This method not only preserved Datasite’s voice in the media but also established its subject matter experts as trusted thought leaders within the industry. The focus on content marketing ensured relevance, speed of execution, and consistency across all outreach efforts.

Despite the limitations, the campaign exceeded all expectations. 5WPR secured over 100 placements across both top-tier and trade publications, including Kiplinger, The Hollywood Reporter, Law.com, and Private Equity International. As the year progressed, Datasite’s acquisition of Grata allowed for the reintroduction of executive interviews. The foundation built through strategic messaging and media anticipation enabled 5W to quickly generate 24 additional placements in outlets such as The Wall Street Journal, FORTUNE, the Minnesota Star Tribune, and PE Hub. These efforts not only maintained the brand’s media visibility but also enhanced its reputation as a trusted source for insight across the mergers and acquisitions landscape

The success of this campaign underscored the importance of adaptability in a changing media environment. Without access to live spokesperson engagement, 5W pivoted to a dynamic written strategy that delivered high impact and sustained relevance. By combining a strategic narrative with digital marketing tactics and data-driven content, we kept Datasite top of mind during a pivotal moment in its business journey. This case illustrates the power of strong content, vertical precision, and agile planning. Going forward, we will continue to leverage these insights to further elevate Datasite’s brand visibility and support its ongoing expansion.