ILO Press Campaign

06-04-2013

This case demonstrates H&H’s ability to extract the most important and relevant information out of the pool of material in order to accomplish maximum media results worldwide.

In 1999, International Labour Organization — a long-term client of H&H — approached Hoffman & Hoffman about releasing their Key Indicators of the Labour Market 1999 Report.

Based on H&H experience with similar publications, the ILO Report, 300 pages in length and full of tedious statistics, held little interest for the media unless a newsworthy angle could be found and presented to the press in digestible format.

H&H conducted a thorough analysis of the Report and narrowed the focus of the story to the three pages of the publication that focused on total hours spent on a job annually by workers worldwide.

H&H wrote a comprehensive press release explaining the labor trends worldwide based on the figures of the Report, citing working figures from various nations. This specific story created by H&H not only got attention of the media worldwide but it created excellent publicity for the entire ILO KILM Report. Such respected media outlets as The New York Times, The Washington Post, Financial Times, The Wall Street Journal, every U.S. TV network and all major international news wire services ran the story.

Press Release Lead:

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…. US workers put in the longest hours on the job in industrialized nations, clocking up nearly 2,000 hours per capita in 1997, the equivalent of almost two working weeks more than their counterparts in Japan where annual hours worked have been gradually declining since 1980, according to a new statistical study of global labor trends published by the International Labor Office (ILO).

The study examines 18 Key Indicators of the Labor Market (KILM), including labor productivity, labor costs, unemployment and underemployment and hours worked. It shows that the US pattern of increasing annual hours worked per person (which totaled 1,966 in 1997 versus 1,883 in 1980, an increase of nearly 4%) runs contrary to a world-wide trend in industrialized countries that has seen hours at work remaining steady or declining in recent years.

The long working hours of US and Japanese workers (whose 1995 total was 1,889 annual hours worked versus 2,121 in 1980, a decline of more than 10%) contrasts most sharply with those of European workers, who are logging progressively fewer hours on the job, particularly in the Scandinavian countries such as Norway and Sweden where hours worked in 1997 were, respectively 1,399 and 1,552 per year… [/sws_white_box]

Category: Press Campaigns