The Right Buzzphrase Tells A Story, Makes Buzz Last

In the crowded HR tech landscape, TalentLMS knew that smart, timely content wasn’t enough — they needed a big swing to cut through the noise. Their goal wasn’t just to generate press mentions. They wanted to shape the conversation.

TSC knew the idea had to tap into the emotional temperature of the workforce and ride the wave of existing narratives like “quiet quitting”— but with a fresh take.

The Move: Define the Moment. Dominate the Conversation.

TSC partnered with TalentLMS to coin the term “Quiet Cracking” — a new phrase capturing how employees emotionally crack under the pressure of quiet quitting’s expectations. We built the research strategy, fielded the survey, validated the insight with data, and launched a PR campaign that hit analysts, press, and social influencers hard.

The Outcome: 337% SOV Surge and a Breakout Buzzword

In less than 30 days, “Quiet Cracking” made noise: Over 30 media mentions, six Tier 1 placements — including Forbes, Inc., and HR Executive — and a wave of LinkedIn influencer posts. TalentLMS surged 337% in PR share of voice—tying with key competitors. One exec called it “our best-performing PR initiative ever.”