“Reporter engagement & embargo acceptance within six (6) minutes of sending initial RMP embargoed pitch; confirmed coverage within 16 hours. Feature story ran ahead of public announcement.”
It’s Not Over, Until it’s Over
It’s never to late to change an outcome
Objective: Produce a national media placement at one (1) specific outlet with less than two (2) business days of notice from public announcement.
Challenges: Client team had unsuccessfully been pitching for more than two weeks, including the identified target outlet.
Tactics: RMP created an Embargoed pitch that authentically delivered value to reporter’s audience; pretending as if previous outreach didn’t happen.
Outcome: Within five (5) minutes of sending the initial embargoed pitch, we received engagement. 16 hours later, we had a commitment for coverage that published ahead of the public announcement
Converting Silence Into Media Relations Coverage
Achieving Earned Media Success Within Hours
Objective: Deliver Earned Media in same targeted Trades and National Outlets where previous outreach was unsuccessful; on the same activation.
Challenges: Converting coverage, in less than 36 hours, using the same assets that had previously been ignored, approaching the same outlets and many of the same reporters.
Tactics: RMP began by auditing the target outlet’s coverage; using previous coverage as the foundation to build the new pitch.
Outcome: Successfully converted reporter engagement into secured coverage in multiple targeted outlets.
“Reporter engagement, interviews and coverage within hours of deployment in the very same outlets that client previously hadn’t received engagement from; using the same client assets.”
“We were able to meaningfully tell our company story and build the Brand reputation because of the resource at our fingertips (Earned Media Equation 2 Success). This made our most impactful external communications work feel like some of our easiest.”
Converting Perceived “Risk” Into “Reward”
Achieving Success Despite external variables
Objective- Build Investor/Shareholder Confidence by Promoting Corporate Initiatives through Earned Media Coverage Generated in Targeted National Business Digital & Broadcast
Challenges- COVID-19’s Impact to Restaurant Industry on Wall Street
Tactics- Generate and Execute the Unique Earned Media Equation 2 Success for Targeted Outlets by converting these potential “Risks” into an “Opportunity” to build consumer confidence
Outcomes- Within one week’s coordinated timing, three (3) national business stories ran in Tier 1 Identified Outlets
Long-Form/Feature- CNBC June 16
National Broadcast- Yahoo Finance June 23
Short-Form/Brief- Bloomberg June 16
Dream National Placement
Opportunities that are more “journey than destination”
Objective- Generate Earned Media coverage highlighting the brand’s cause-marketing partnership.
Challenges- Avoiding the overly promotional nature of the initial idea, we needed to create a path to a purely Earned Third Party Endorsement.
Tactics- We unearthed a “human interest” story involving their cause-marketing partner presenting an authentic opportunity to promote the brand.
Outcomes- Within a 24-hour period during Sweeps, we executed a Quadruple National Exclusive that included network news, daytime TV, magazine, and wire pieces.
“A Quadruple Exclusive including ABC World News, Associated Press, The View and Sports Illustrated succesfully deployed.”
“A USA Today Money section cover story kicked off results”
Creating Trends/News
Generating Earned Media without news
Objective- Secure Eared Media Attention on the outcome of a legal case
Challenges-The solitary asset we had was the outcome of a traditional corporate legal case; no standout information or content in the ruling.
Tactics- Interviewed external industry experts toward building a larger narrative.
Outcomes- Cover Story in a Top-3 Daily’s Business section on a growing trend that utilized my client’s legal case as the lead example.
Product Launch
Breaking into a new category
Objective- Launch a new product into a new category for a household brand
Challenges- This was new space for everyone involved; we were learning together in real-time.
Tactics- Interviewed the experts (internally and externally) toward building Earned Media proof points; connected with select trade associations and journalists.
Outcomes- Secured Earned Media coverage in key publications featuring brand’s entry into the category as a positive sign for the overall growth of the category.
“A feature story in the Associated Press kicked off national Earned Media coverage delivering all Key Messages”
“After Zero coverage in first five (5) markets, we deployed same-day solutions that resulted in Earned Media coverage in 34-of-35 remaining markets”
Times Up! Must “Win!”
Delivering results “Yesterday”
Objective- Deliver an all-important Earned Placement in support of costly activation
Challenges-Less than one (1) business day to pitch, secure and execute the interview opportunity that was aimed at two approved journalists.
Tactics- Matching the assets along with the recent coverage from target journalists, we pitched on every platform available.
Outcomes- Secured the top target with less than two (2) hours before the hard deadline.
National Television
Securing a Recurring expert role
Objective- Replace an existing industry expert from their recurring role for National TV
Challenges-There was no reason for a show to make a change from a proven commodity; the existing expert was in good standing.
Tactics- Knowing the only variable was the content of the segment, we produced superior segment ideas for the shows to consider attached to the new expert.
Outcomes- We successfully placed our expert across all morning, daytime, evening and late-night outlets, supplanting the existing expert.
“Unseated established expert, securing regular expert appearances on TODAY, The View, The Wendy Williams Show, etc.”