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Shining a light on LEAD

March 16, 2004

The Leadership Education and Development Program in Business, Inc. (LEAD) had been helping minority high school students pursue business careers since 1981, but the organization lacked the kind of national profile needed to attract corporate sponsors, academic partners, and applicants. PKPR sharpened LEADís identity and messaging, and leveraged a pending Supreme Court decision on affirmative action to position Richard Ramsey, LEADís new president, as an authority on equality in education. The resulting in-depth, big-picture profiles, including the Philadelphia Inquirer, NPR, and HR Magazine, led directly to new funding from corporations and foundations.