The Ripple Effect: How One Great Story Drives Long-Term PR ROI
When one PR placement reaches over 915 million people, you know you've landed something big. But for our team, true success goes beyond the first hit — it’s about how that story continues to deliver measurable value, long after the initial headlines fade.
That’s exactly what happened when we partnered with our client, Incognia, to turn proprietary research into a high-impact media moment, and ultimately, a long-term asset that positioned them as a thought leader in fraud prevention for the gig economy.
Turning Insight into Influence: A Media Strategy That Performs
We began with a clear objective: use Incognia’s data on fraud in ride-hailing and food delivery to elevate their profile with gig economy platforms — the exact audience they wanted to influence.
But raw data isn’t enough. To make it land, we reframed the findings to highlight real-world business consequences — including how specific types of fraud were eroding margins, trust, and platform integrity. This story wasn’t just interesting — it was urgent for executives navigating growing fraud risks.
Image Courtesy of 2025 Incognia Frontline Report
Quality Over Quantity: A Deliberate Media Play
Rather than push the data to dozens of outlets, we took a targeted, strategic approach — offering an exclusive to a high-impact national publication. After just five carefully selected pitches, we secured a feature story in Business Insider, complete with original interviews and editorial framing.
From there, the results snowballed:
Business Insider feature (UVPM: 76.9M)
Secondary coverage reaching an additional 840M UVPM
Organic pickups in top-tier outlets like The New York Post, CIO.inc, and Morning Brew
Sustained momentum over 6+ months without additional spend or content creation
This wasn’t accidental. By leading with credible data, a sharp angle, and the right outlet, we created a ripple effect that continues to deliver ROI.
Why the Strategy Worked — and How It Pays Off
What turned this campaign into a long-term success wasn’t just media savvy — it was our methodical approach:
Audience-first targeting: We focused on business, tech, and identity reporters with proven interest in fraud and platforms.
Narrative framing: We moved beyond “fraud” to tell a platform-specific story with financial and operational stakes.
Smart exclusivity: We selected Business Insider for its reach, reputation, and audience alignment — giving the story early credibility.
Ongoing leverage: The original placement became a proof point in subsequent outreach and drove continued coverage over time.
By thinking beyond the first placement, we built a media asset that compounds in value — without constantly reinventing the wheel.
The Business Case for Strategic PR
When done right, PR isn’t just about visibility, it’s a growth engine. For Incognia, this campaign did more than generate clicks. It positioned them as a credible, go-to source in a growing market, helping them break into target accounts and accelerate conversations.
This is the kind of ROI companies should expect from their PR investments:
Strategic story development based on audience needs
Measurable reach and ongoing influence
Coverage that opens doors, not just headlines
Six months later, we’re still referencing this campaign in new pitches — because the data is still relevant, and the story still works.
Why Lasting PR Starts with One Great Hit
If you're investing in PR, don’t settle for fleeting buzz. Look for a team that brings:
Strategic insight
Data-driven storytelling
Audience alignment
Long-term thinking
At 983 Group, we design campaigns that work harder, last longer, and deliver real ROI — not just impressions. Because when the story is built right, one hit can change everything.