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Case study

Elevating Venn Negotiation’s Visibility & Authority

Christine McKay, Founder & CEO of Venn Negotiation, wanted to establish her brand and voice in the highly competitive field of business negotiation.
Client
Elevating Venn Negotiation’s Visibility & Authority

How Engagement PR & Marketing Positioned Christine McKay as a Go-To Thought Leader in David & Goliath Business Negotiation

Executive Summary

Christine McKay, Founder & CEO of Venn Negotiation, wanted to establish her brand and voice in the highly competitive field of business negotiation. With decades of experience negotiating with Fortune 500 companies and a mission to champion small and midsize businesses often in David & Goliath style negotiations, Christine sought to position herself as a counterpoint to aggressive “win-at-all-cost” negotiation philosophies. Engagement PR & Marketing worked with her to make her messaging magnetic, expand her presence across multimedia platforms, and align her social media and owned media platforms under a compelling narrative. In just 12 months, Christine secured 70+ podcast features, 12+ media placements, award recognition, keynote speaking opportunities, and a board presidency—cementing her position as an authoritative voice in negotiation strategy.

Client Overview

Client: Venn Negotiation, founded by Christine McKay, MBA (Harvard). Mission: Empower small and midsize businesses—often the underdogs in David vs. Goliath negotiations—to secure fair, sustainable contracts. Services: Negotiation strategy consulting, VennMasters training, books, and In the Venn Zone podcast. Background: Christine’s journey is central to her brand. From homeless at age 19 to earning a Harvard MBA at 32 to sitting at the negotiating table with nearly half of Fortune 500 companies while championing smaller businesses worldwide.

The Challenge

  • Low visibility — little digital or media presence outside her immediate circle.
  • Unclear brand narrative — her podcast, book, and business messaging needed alignment.
  • Thought leadership positioning was a key pillar to her brand strength — Christine needed recognition as a go-to negotiation expert for both media and underdog businesses.

Strategic Approach

  • Brand Presence & Digital Footprint – Expanded her digital footprint through press releases, podcast features, and media mentions.
  • Thought Leadership & Speaking – Secured 70+ podcast features and speaking opportunities, including the #2 podcast on negotiation and a keynote at The Grow Retreat 2023.
  • Unified Messaging Across Platforms – Aligned book, podcast, and brand narrative under one cohesive message.
  • Personal Narrative Development – Positioned Christine’s resilience story as a cornerstone of her credibility.
  • Awards & Recognition – Secured nominations and finalist placements in major business awards.

Results & Metrics

  • 70+ Podcast Features – Including Negotiations Ninja (#2 negotiation podcast globally).
  • 12+ Media Features – Expanded her national and local presence.
  • Award Recognition – Finalist in the 2023 Women’s Leadership Awards (LA Business Journal).
  • Speaking Engagements – Keynoted national and international stages.
  • Board Presidency – Named Board President of MOSTe in 2021.
  • Strategic Business Wins – Converted podcast hosts into clients.
  • Digital Footprint Expansion – Press releases and consistent media presence increased SEO and visibility.

Key Brand Messages Emerging

  • Negotiation is a conversation, not a battle — positioning Christine as relationship-focused.
  • Underdogs deserve a fair seat at the table — mission-driven positioning resonating with small businesses.
  • Authenticity matters — Christine’s personal resilience story connected emotionally with audiences.
  • Messaging alignment multiplies impact — creating consistency across book, podcast, and PR initiatives.

Lessons Learned

  • Authenticity is authority — lived experience builds unmatched credibility.
  • Strategic alignment multiplies impact — unifying platforms under a single message creates clarity.
  • Thought leadership is cumulative — podcasts, awards, and media placements build authority over time.
  • Awards and speaking engagements open doors — reinforcing credibility and providing new opportunities.

Conclusion & Client Impact

Through Engagement PR & Marketing’s visibility campaign, Christine McKay and Venn Negotiation transformed from an unknown consultancy to a recognized authority in business negotiation. Today, Christine is a sought-after speaker, board leader, award finalist, and a trusted media source for journalists covering negotiation and business strategy. Her story demonstrates how strategic storytelling, thought leadership positioning, and digital footprint expansion can elevate small businesses into recognized, credible brands.