Case Study: Authentic Leadership




Client: Bill George

PTA conducted a full boutique campaign for the former CEO of Medtronic on a book outlining his views on business ethics, personal integrity, work/life balance, corporate governance and overall business strategies. It included a national print and broadcast campaign, piggybacking local media on Bill’s travel schedule (12 cities), setting up speaking engagements, a Public Radio tour and a small targeted advertising campaign.

This campaign gained early momentum with a positive review in the New York Times followed by major print and broadcast coverage in the business media along with a strong hometown campaign in Minneapolis. In addition, PTA set up speaking engagements for Bill and executed a promotion with the Northwest Airlines World Clubs during the month of October with a special offer for book giveaways accompanied by subscriptions to Fast Company. The book was a Business Week bestseller in October and performed very well on amazon placing in the Business Bestseller category for several months. It also was selected as one of the top six Business Books of 2003 by The Economist.

Media Highlights:

New York Times Review Northwest Traveler
Fortune Bylined Article Chief Executive
Fast Company Review Across The Board
Knight Ridder Review Strategy & Business Associated Press Feature
Harvard Alumni Bulletin Investor’s Business Daily Column Feature
Directorship Business Week Online Feature
Executive Excellence Wall Street Journal Manager’s Journal
Fast Forward USA Today Mention
MWorld CNBC – Closing Bell
Directors & Boards CNBC – Market Week with Maria Bartiromo
Director’s Monthly Fox News Channel – The Cavuto Report
Leader to Leader CNNfn – Street Sweep
Bloomberg TV & Radio Today Show Interview
Reuters TV Interview Westwood One Jim Bohanon Interview




This was fun. You all did a wonderful job.
— BARBARA BUSH, Author of Barbara Bush: A Memoir