During my time at Acuity Insights, I had the responsibility of crafting a series of press releases, each requiring careful consideration of timing to maximise visibility, shape the narrative effectively, and achieve our communication objectives. One significant press release during this period focussed on the company's decision to undergo a name change from Altus Assessments to Acuity Insights, a transformation prompted by the acquisition of One45.

Given the magnitude of this announcement and its potential impact on stakeholders, it was imperative to synchronise the release with optimal timing. This ensured that the news would capture the attention of their target audience, align with broader industry trends, and allow them to control the narrative surrounding this transformative change.

In collaboration with the marketing team, I wrote and sent the press release to the publishers. This involved engaging with key stakeholders, particularly CEO Rich Emrich and Co-founder Dr. Kelly Dore, to get insightful quotes to add depth and authenticity. Working closely with these leaders allowed me to incorporate their perspectives, conveying the significance of the name change and the rationale behind it.

The process involved multiple drafts, allowing me to refine the messaging and ensure every word resonated with their intended audience. The iterative nature of this process allowed me to incorporate feedback, address concerns, and refine the content until it accurately reflected the essence of the company's evolution.

Once the press release had undergone thorough review and refinement, it was then sent for publication. The careful coordination and attention to detail in the drafting and editing process were essential to not only informed the public of the change but also sparked curiosity and interest in the new offerings.