PR: Mystery Shopping Providers Association

We’ve all heard of “mystery shopping.” Trouble is, lots of people were hearing some wrong things. So the MSPA chose Hart as its PR agency to develop a plan that would 1) promote mystery shopping as a strategic customer satisfaction tool for consumer organizations, 2) increase general appreciation for mystery shopping and 3) draw additional attention to the MSPA and its member organizations.

Three goals … requiring multiple PR tactics. We re-energized ongoing media relations. Launched social media, including a blog, Facebook fan page and LinkedIn group. Developed scams initiatives to enhance MSPA’s credibility in the mystery shopping industry. Created surveys on customer service trends and distributed results to national and local media. And, promoted MSPA workshops by pitching key media outlets in appropriate cities.

Within five years, more than 400 mystery shopping stories were developed, creating some 175 million impressions in outlets such as Time Magazine, The Wall Street Journal and The New York Times. Broadcast coverage included MSNBC, Good Morning America and NPR. And major feature stories showed up in influential trade pubs such as Credit Union Management, Nation’s Restaurant News and DSN Retailing Today.

We love a mystery with a happy ending.