Situation: Scottsdale, Ariz.-based RSC Equipment Rental, the leading provider of equipment rental services for the construction, industrial/petrochemical, manufacturing and government sectors in the United States, Canada and Mexico, sought to increase awareness of the benefits of rental equipment vs. ownership.

PR Action: Hanser & Associates created an international media relations program targeting national trade and mainstream business news media across North America. RSC employees at the corporate office and in the field participated in media interviews, authored bylined articles and participated in the development of news releases designed to educate their key audiences on the benefits of rental.

Results: We steadily increased the company’s media coverage and impressions, reaching nearly 8 million readers during the first year of the program. Nearly 200 national news-media placements were secured. Not only did the quantity of placements increase as compared to past years’ performance, the quality of the placements improved. Public relations helped RSC become a leader in the equipment rental industry in efficiency and financial performance. During 2004, the first year we served RSC, the company’s record results included same store sales increasing 17 percent, fleet utilization improving to a highest level ever, and operating profits rising by 81 percent.

Posted: January 21, 2009 at 2:59 pm by sarag