PR Playbook: Most Recent Media successes

Click here to download a PDF page from my PR Playbook, showcasing the most recent news placements.

PR Playbook

Front page feature story about 64-year-old graduate

tn-tn-dpt-me-0529-brandman-grad-2-jpg-20160528Reporter Alex Chan, who writes for the LA Times and Daily Pilot, visited the 2016 Southern California Commencement ceremony for Brandman University for this story and feature photos about a 64-year-old graduate who has had quite the journey: http://www.latimes.com/socal/daily-pilot/news/tn-dpt-me-0529-brandman-grad-20160528-story.html

 

PR Playbook: Unprecedented Media Coverage for Border Security Expo

Summary:

Responsible for media relations for the 6th Annual Border Security Expo, a two-day event held at the Phoenix Convention Center. Event organizers wanted to generate local buzz for the event to both increase awareness and promote exhibitors.

Strategy:
Leveraging news topic of border issues in Arizona, combined with stunning visuals event provides, execute proactive media outreach to secure morning show lives on-location as well as recorded stories for evening news. Generate coverage in Phoenix and also pitch national reporters who cover immigration or border security.

Tactics:
In advance, sent out event media advisories followed by personal pitches to both local and national media outlets. Leveraged local media relationships to line up TV coverage through outreach to individual reporters and producers. During the event, posted photos and updates via Twitter, which generated second wave of media coverage the second day of the event where reporters could interview law enforcement attendees from around the world.

Results:
Coverage from every major news organization in Phoenix, including live television broadcasts on three stations; total of 8 TV stations (Phoenix and Tucscon), 3 newspapers and 4 radio stations. An Associated Press article and photo ran in newspapers across the country. Other national coverage included CNN, New York Times, NPR, FOX News and NBC Nightly News. Here are some examples:

Check out these PR Playbook blog entries:

How Journalists Use Social Media
Tweet to local reporter turns into TV story seen all over the U.S.
Y Not? Experts Weigh In On YMCA Rebranding
How Facebook Saved A Dog’s Life
What Happens to Your Facebook if You Die?
How Twitter Helped Feed A Lot of Hungry Kids

PR Playbook: As Gas Prices Rose, So Did Jobing.com’s Exposure

Jobing.com

 

Summary: Escalating gas prices in 2008 fueled a media campaign, highlighting a unique employee benefit at Jobing.com and generating unprecedented media exposure. The media coverage splashed the Jobing.com logo on airwaves all over the country.

Strategy: The vehicle wrap program allowed employees who turn their cars into mobile billboards for the company to get an additional $500 added to their paycheck every month and Jobing.com picks up the tab for 100% of employee fuel costs. The strategy was to launch a two-tiered media campaign capitalizing on gas price buzz; after securing a major national hit I would aggressively reach out to local TV in each of Jobing.com’s markets.

Tactics: The tactics were fairly simple: secure a solid national media placement and use as a springboard for local media outreach. That outlet proved to be the Wall Street Journal, who sent an advance copy of the article to producers at Good Morning America, who also wanted to run a segment the same morning the story would hit the paper.

Results: Jobing.com saw unprecedented national exposure and employee-driven vehicles plastered with company logo were seen by millions of eyeballs. Following the WSJ story and Good Morning America segment were stories on CNN, FOX News, CBS News, Forbes, and the New York Times. Through aggressive local media outreach, the pitch generated numerous local media placements:

  • Coverage in 11 different Jobing markets, including a feature story w/ photo on the front page of the Denver Post
  • Local stories from the NBC affiliate in Dallas and FOX affiliate in Phoenix were shared via satellite network feed and ran in an additional 36 U.S. markets
  • 13 million media impressions, ad value of $2.5 million

PR Playbook: New Year, New Career

Jobing.com

 

Summary:

Jobing.com, a regional employment website, needed additional exposure at the beginning of the hiring year. I devised a local media campaign to coincide with an aggressive advertising buy that would launch in January 08. The goal was to drive job seeker traffic to the website through local media exposure while also building brand awareness and capturing local market share.

Strategy:

  • Developed individual media pitches for each of Jobing.com’s U.S. markets, revolving around the national pitchNew Year’s

Tactics:

  • Created a set of five tips for people who wanted to find a new job in 2008, called the “Five P’s” for finding a new job in 2008: probe, prioritize, project, plan, and persistence.
  • Media training involved talking points and key messages to local Jobing.com Community Relations Managers for use with local media
  • Other media coaching was conducted both on-site and via webinar
  • Secured a national placement that would run the final week of the year

Results: From December 31 – January 7, the campaign generated:

  • 104 media placements
    13 national stories (including the Wall Street Journal)
    91 local hits in 14 different markets
    1.5 million media impressions ($750K ad value)

 Here is an example; live TV interview in Houston.

PR Playbook: SSSSHHHH! You’re in the library!

Marquette University

Summary: Event to celebrate new library at Marquette University was not the typical ribbon-cutting ceremony

Strategy:

  • Leverage media interest in actor Martin Sheen as guest speaker at ceremony to tell bigger story of the library’s innovative design & advanced technology
  • Execute communications campaigns for both internal and external audiences to drive attendance to the ceremony and awareness of Marquette’s library resources

Tactics:

  • Personal outreach and media materials were distributed to media prior to opening
  • Informational tours with local media prior to opening
  • Gave the student newspaper “special access” to certain parts of the facility to ensure students were engaged and excited.
  • Working with Mr. Sheen’s publicist we were able to give local media access to the actor in a personalized press event after the ceremony.

Results:

  • Media coverage included:
    o Front-page story with large photo in the Milwaukee Journal Sentinel
    o Two different TV stations broadcasted Martin Sheen’s speech live
    o Regional coverage, including Chicago media
    o Story was picked up nationally by hundreds of newspapers, including USA Today, many included a photo of Mr. Sheen in academic regalia in front of the MU insignia.
    o Celebrity-focused media coverage included US Weekly, People Magazine and Inside Edition.

PR Playbook: Growing with the Community: Groundbreaking for the YMCA

 

 

YMCA of Metropolitan Milwaukee

Summary: The Milwaukee YMCA’s largest capital project in its history ($55 million) needed community support and positioning as a leading resource in the city.

 

Strategy:

  • Planned a daylong celebration including neighborhoods, community and civic leaders, and tons of kids.
  • Planned a “unity walk” and community picnic
  • Media blitz with information about the YMCA’s programs and potential
  • Grassroots efforts involving neighborhoods

Tactics:

  • Saturated the media pre-event with YMCA benefits
  • Media blitz on day of event, profiling YMCA community integration
  • Grass-roots volunteers went door-to-door within a 10-block radius of the new site, distributing information and invitations to the event
  • Volunteers visited neighborhood churches, businesses, and schools with information on the project.

Results:

  • 500 attendees, exceeding everyone’s expectations
  • “News Chopper” footage of the unity walk
  • live broadcasts from three television stations
  • WCMS AM broadcasting live from the site for the entire afternoon
  • Surge in donations after the event