Solution
The agency developed a public relations plan for the industry trade show, and a media relations campaign targeting local business media. For both efforts, the first step was to develop a comprehensive media kit. Components included a corporate profile, backgrounder, principal bios, service line fact sheets, customer testimonials and topic-specific press releases.
To maximize Who’s Calling’s visibility at the auto industry trade show, a press conference was held. The event announced the release of the firm’s newest service offering, Voice View, and was attended by national auto industry media. Media kits were distributed, including an exclusive login and password to try Who’s Calling’s services. During the three-day show, agency staff made personal contact with the media representatives in attendance, introducing Who’s Calling and exploring opportunities for feature stories and bylined articles.
Outcomes/Results
Following the trade show, a release was written announcing the enormous success Who’s Calling had experienced during the event. This served as both the foundation for a pitch to auto industry reporters nationwide, as well as follow-up with the media who attended the trade show.
The local business media campaign included development of a media list containing business and technology editors. Personal phone contact was made with each reporter, and media kits were distributed. Who’s Calling was positioned as a dynamic, innovative pioneer within the call measurement and monitoring industry.
Feature stories ran in the local media, including the region’s leading business weekly. Contact with the trade media continues, with stories pending in two key auto publications. An authored article was placed in one of the industry’s top magazines.
APPROACH:
Media Relations
| Public Relations
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