K&N Filters, the inventor and leading provider of “lifetime” air filters for cars, trucks and motorcycles, wanted to build awareness of the company among mainstream business publications. CXO Communication worked with the leadership team to build a corporate storyline that was more relevant to a business audience. Following the messaging exercise, we worked with K&N’s marketing team to develop and execute strategies around the company’s corporate story. Our counsel and activities resulted in greater interest from the business press and broader media event planning.