Making workplace psychology impossible to ignore
The brief
In spring 2026, Better Linked approached us with a clear goal: position founder and organizational psychologist Corinna Häsele as a leading expert on modern leadership, workplace psychology, and healthy organizational cultures.
Rather than relying on company news, we developed a thought leadership strategy centered around Corinna’s expertise. Our objective was to translate complex psychological insights into timely media stories that would resonate with HR, business, and mainstream audiences alike. Through earned media, expert commentary, and compelling storytelling, we set out to build visibility, credibility, and lasting relevance.
The Campaign
Our strategy focused on turning workplace psychology into conversations journalists genuinely wanted to cover.
Working closely with Corinna, we developed a series of thought leadership storylines tackling some of today’s most pressing workplace challenges—from productivity myths and leadership crises to employee wellbeing and organizational performance. Instead of simply reacting to existing debates, we created fresh perspectives rooted in psychological research and practical experience.
At the center of the campaign stood Quiet Cracking—a concept describing the gradual decline of employee performance and wellbeing long before burnout becomes visible. The topic struck a nerve and became the anchor of our media outreach, leading to interviews, guest articles, and expert contributions across leading HR and business publications.
Building on this momentum, we introduced additional narratives around productivity, leadership, and workplace connection, tailoring each story to the editorial focus of individual media outlets. By consistently delivering relevant insights instead of company announcements, we established Corinna as a sought-after expert and Better Linked as a credible voice in the evolving world of work.
The Results
Within just three months, our strategy generated 8 earned media placements with a combined reach of more than 13 million, while additional interviews and guest articles remained in progress.
Coverage included respected publications such as WirtschaftsWoche, Kurier, HR Performance, Springer Professional and wissensmanagement, while the campaign also sparked interest from additional outlets including Brigitte, Handelsblatt, and the OMR HR Podcast, opening up further opportunities for continued visibility.
By transforming psychological expertise into timely media narratives, we successfully positioned Corinna Häsele as a trusted expert on modern leadership and workplace culture. At the same time, we strengthened Better Linked’s reputation as a consultancy that doesn’t just respond to workplace trends—but helps shape the conversation around them.
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