Building Brand Authority for a Leadership Development Platform

Challenge

When Rising Team launched, it faced multiple challenges typical of early-stage companies. The brand had low name recognition and entered a saturated team development marketplace, where many platforms competed for attention. Demonstrating tangible value and ROI to potential clients and media was critical but difficult without a robust library of customer testimonials or case studies. In addition, limited media availability and the need to strictly maintain brand voice added complexity to digital public relations efforts. The company had also secured a funding round; however, the amount was below the typical thresholds that drive investment news coverage, making it more difficult to attract media interest and attention from investors and stakeholders.

Strategy

5WPR developed a strategic PR campaign to position Rising Team as a standout brand in leadership development. We began by building consistent media outreach, introducing Rising Team to targeted reporters through thoughtful pitching that highlighted Jennifer Dulski’s leadership expertise and vision. We emphasized Rising Team’s unique offerings, particularly aRTi, a personalized AI leadership coach, to differentiate the platform from competitors. Recognizing Jennifer’s strong communication skills, we leaned into podcasts as a primary storytelling channel, pitching episodes that explored topics like purpose-driven leadership, building better remote teams, and the intersection of AI and leadership.

We also worked in real-time to position Jennifer's insights on trending HR topics, such as the Big Stay, strategies for engaging Gen Z employees, the importance of work friendships, and even fun moments like the role of emojis in workplace communication around National Emoji Day. 5WPR further enhanced Rising Team’s thought leadership by coining a new HR term, "NATO applying," addressing recurring trends in the workplace and ensuring Rising Team stayed ahead of the conversation.

In addition, we approached the company’s funding announcement creatively, shifting the narrative from funding size to the unique aspects of the investment, such as Rising Team’s female leadership, AI-driven innovations, solutions for the disengagement crisis, middle manager pressures, and combating workplace loneliness.

Results

Over a one-year period from July 2023 to July 2024, Rising Team achieved over 600 million total media impressions across profiles, features, bylines, podcasts, and thought leadership pieces. 5WPR secured high-value media placements in outlets including Forbes, CNBC, Fast Company, Worklife, HR Brew, and many other influential business and HR platforms. Rising Team’s voice became part of the broader conversation about leadership, innovation, and employee engagement, solidifying its presence as an emerging leader in the HR technology space.

Key Takeaways

Successfully launching a leadership development platform in a competitive market requires more than innovative technology. It demands a strong PR strategy, a differentiated narrative, and a commitment to executive thought leadership. Through creative storytelling, real-time trend engagement, and consistent media outreach, 5WPR helped Rising Team rise above the noise. This case study highlights that even in a challenging funding and media environment, a PR agency with the right expertise can build significant brand momentum, elevate a startup’s profile, and drive meaningful conversations around the future of work.