From Data Citations to Industry Authority

When mission-driven organizations have compelling stories but lack the internal capacity to broadcast them, they need a partner that acts as an extension of their team. For the National Funeral Directors Association (NFDA), The Harbinger Group stepped in to shift the narrative from simple data mentions to deep, authoritative industry leadership.

By moving away from a “reactive” model and implementing a proactive “News Engine,” we helped the NFDA transition into a period of record-breaking engagement between July and November 2025.

Key Outcomes of Our 2025 Partnership

• Exceeding Earned Media Targets: We placed the NFDA on track to hit or exceed every single earned media goal set for the year.
• Securing High-Profile Placements: Our team secured 726 stories in outlets like the Wall Street Journal, The New York Times, and Barron’s.
• Dominating the Podcast Space: We secured 20 targeted podcast interviews in just 6 months, reaching a combined audience of over 100,000 listeners.
• Driving Resource Engagement: We doubled the original goal for the number of resources downloaded by the public.

Our Strategic Roadmap: The NFDA Success Story

Building a campaign that moves the needle requires more than just “checking boxes.” Here is how THG executed a high-impact roadmap for the NFDA.

1. The Pivot to “Meaningful Coverage”

In 2024, NFDA was often cited for simple data, such as cremation rates. In 2025, THG shifted this focus to “Meaningful Coverage,” ensuring that 47% of all coverage now includes quotes, personal stories, and deep insights from NFDA spokespeople. This established the organization’s leaders as the primary experts in the funeral service profession.

2. Optimizing the “Inbound Inquiry” Process

To ensure no opportunity was wasted, we overhauled the NFDA’s media response system. By creating rapid-response kits and establishing a clear point-person, we cut average response times down significantly, allowing us to capitalize on breaking news cycles.

3. Real-Time Convention Impact

During the 2025 NFDA Convention, THG provided 96 hours of on-site support. Our team:

• Secured attendance from high-profile media members, including Harper’s Magazine and the Chicago Tribune.
• Conducted 16+ on-site media interviews.
• Captured 68 clips of high-value video and B-roll content for future Remembering a Life YouTube campaigns.

Measuring Success by the Numbers

The impact of this strategic shift is most visible in the data. Between July and mid-November 2025, our team moved the needle for the NFDA’s digital and media footprint. By the time our data was finalized in November, we had achieved 166% of our goal for MAT release pickups with 935 placements and reached 152% of our goal for proactive story placements. This momentum extended directly to the public, as we drove 210 resource downloads, shattering our initial goal of 100. Even the Remembering a Life podcast saw a 23% increase in downloads in just four months, proving that our audience was hungry for the expert-led content we prioritized.

Ready to Elevate Your Organization’s Voice?

Your mission deserves to be heard, but great stories require a strategic engine to reach the right ears. Whether you need to transition to an industry authority or require a partner that acts as a true extension of your team, The Harbinger Group is ready to help you exceed your goals.Contact us today to learn more about our strategic approach and how we can build a custom roadmap for your success.

FAQs:

How can an agency help establish our organization as an industry authority?

A strategic partner shifts your presence from simple mentions to “Meaningful Coverage” by connecting journalists with prepared spokespeople who provide deep, quotable insights. For example, we helped a client move from only 5% of their coverage featuring expert insights to 47% in just one year.

How do we know when it’s time to pivot our marketing strategy?

If specific tactics—like B2C ads or difficult media hooks—aren’t delivering a clear ROI, an agile partner should pause and reallocate those resources. We successfully protected a client’s budget by shifting focus from unprofitable consumer ads to high-authority organic traffic and B2B partner sales.

What is the best way to drive engagement for our digital resources?

Success comes from promoting existing content in a timely manner and aligning it with trending media topics. Using this approach, we saw one client’s resource downloads jump to 210% of their goal and drove a 2,381% increase in traffic to key educational blog posts.

About the Author:

Eileen Rochford, CEO of The Harbinger Group

What makes Eileen tick isn’t any one brand, strategy or objective — it’s an undercurrent of curiosity that propels her to constantly tackle challenges in new ways.

With a communications approach that puts operational efficiency, executive leadership and digital marketing front-and-center, she’s committed to finding unique and creative solutions that help her clients speak meaningfully to the people they want to impact most.

At The Harbinger Group — a Woman-Owned Business she proudly founded in 2003 — Eileen is responsible for leading strategy development, creative ideation and overall account performance. Using the pioneering and proven THG Brand Activation Marketing Model, she helps clients demystify data by strategically interpreting it and using it to build modern brand foundations. 

With 25+ years of corporate communications experience, Eileen’s work history has turned her into a tour de force of industry know-how. Collaborating with businesses in finance, education, professional services, private-equity and insurance sectors, she’s developed a well-rounded, renaissance-style expertise that reflects her many (and ever-expanding) passions. Her specialties include B2B communications, corporate brand strategy development, CEO branding, leadership communications, digital PR strategy, issues management, and executive presence.As co-host of the business communications podcast, “Can You Hear Me?,” Eileen speaks with subject matter experts on everything from the politics of post-COVID corporate practices to the national impact of Supreme Court decisions. Despite her busy personal life, which includes completing six marathons, raising a son and daughter, and acting as pet-parent to several furred friends, Eileen makes sure to find time to rest, relax and recharge…before getting curious all over again.