is a motivational speaker with an impressive bio: She was one of the first female F-14 Tomcat fighter pilots in the U.S. Navy.
Sadly, a political group chose to attack her because of her position on women in combat, and this was giving corporations pause when booking her.
, a boutique consultancy she hired to push the negative story off the first page of search results through additional positive content and search engine optimization. And its success, through an opinion piece under Lohrenz’s byline, wins the prize for Best Op-Ed Piece in Ragan’s 2014 PR Daily Awards.
DStreet successfully pitched a Lohrenz op-ed to Time magazine, not only to boost SEO but to establish Lohrenz as an expert on women in the military and, ultimately, the workforce.
The audience for the piece consisted of people following the women in combat story and, more importantly, those prospective clients who were using Google to research Lohrenz as a speaker.
The piece argues that in counterinsurgency operations, there is no difference between what is and isn’t the front line. Many women serve in combat, she wrote, as “temporary attachments” to infantry units, security patrols, interpreters, and other positions that constantly put them in the line of fire.
“But without documented combat time, these women are simply less promotable,” Lohrenz wrote. “The end result is that the military’s ‘combat exclusion’ policies have kept women out of critical leadership roles and created a formidable ‘brass ceiling.’”
After the Time
piece, other national outlets followed, among them NPR and Bloomberg. This increased coverage with the leadership angle and forced the politically motivated material off the front page of the search engines.
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