Behave – Total Media Case Study

Behave, the behavioural consultancy, part of Total Media, wanted to raise awareness of its new proposition, Reveal-Ex, position itself as a leader in psychological safety, what it means, how to measure it and how it can influence staff productivity. Propeller’s PR team spearheaded a campaign to spotlight this solution, conducting a comprehensive survey with CensusWide and drafting a 4000-word white paper aimed at HR leaders across tech and financial services. 

Using the report to raise Behave’s media profile, Propeller landed bylines, comment opps, and interviews across the media, including titles such as Business Leader, Management Today, The FT, The Independent, Vice, and HR Review, with a total campaign reach of over 108 million.

Reach was amplified on LinkedIn with shares from recruitment platform Reed, Worklife and Professor Amy Edmondson, originator of the term ‘Psychological Safety.’ It was also promoted at an owned event.


  • Total of 16 pieces of coverage across nationals, HR and business trade media, in titles such as Management Today, The FT, The Independent, Vice, and HR Review
  • Total reach of the campaign overall was 108.6 million
  • Event attended by three journalists and a number prospects and industry leaders
  • The campaign provided Behave with credibility on the subject and has already led to at least three business conversations.
  • Work awarded a SABRE certificate of excellence.

“Propeller drove the strategy and implementation of the campaign from start to finish, securing high-profile interviews and coverage in key trade and national media. We’re delighted with the extensive reach of the research and whitepaper which has created organic engagement with highly relevant journalists, industry thought leaders and prospects. Safe to say the report has made a clear positive impact.”

Alexandra Dobra-Kiel, Innovation & Strategy Director at Behave.