Attracting the right media attention for your organization is no easy feat. Establishing a beneficial relationship with the right reporters is just the beginning. Check out these award-winning organizations for tips on how to attract attention to your exciting new initiatives, product launches and major announcements:
Innovation in Media Relations: IBM—Defining Cognitive Creativity with IBM Watson
If your work has a direct tie to a culturally relevant topic or moment, capitalize on it. Technology giant IBM wanted to address public concern and anxiety surrounding artificial intelligence. IBM sought to demonstrate its ability to partner with developers and businesses to introduce truly creative and practical uses for AI.
The team settled on key themes of cognitive creativity in the kitchen, on the fashion runway, at the movies and in the music studio. Each of these “signature moments” was communicated uniquely but included the consistent message that Watson augments the human imagination without replacing it. The campaign produced coverage in more than 500 outlets, resulting in more than 1 billion impressions. A movie trailer produced using AI was viewed 2.4 million times.
Global Media Relations: Oceana—Global Fishing Watch
Oceana, the largest international advocacy organization focused solely on ocean conservation, created a launch campaign that got the attention of almost 1.8 billion people around the world.
The launch of Global Fishing Watch, a free, real-time tool that allows users to monitor and track the world’s largest commercial fishing vessels, generated buzz thanks to publications like The Washington Post and The New York Times. Established relationships with the news media were a major bonus for Oceana, but they were also able to attract media to their third annual “Our Ocean” conference. They secured activist/actor/funder Leonardo DiCaprio to highlight the launch of Global Fishing Watch, among other initiatives included in his remarks on the first day of the conference.
Embargoed information sent to journalists and a virtual press kit made the launch a huge success. It also earned the nonprofit the award for Global Media Relations.
Campaign of the Year: Whirlpool —Care Counts Laundry Program
A study that ties into your product or service is a great way to garner media coverage. Home appliance manufacturer Whirlpool found that one in five U.S. students struggle with access to clean clothes. To test whether that situation could really cause absenteeism and the problems associated with it, including dropouts, unemployment and government assistance, Whirlpool undertook an experiment: It identified 17 schools with high absentee rates and equipped each one with a washer and dryer.
In its results, Whirlpool found that “93 percent of participating students averaged 6.1 more days in school than the previous year” after gaining access to this resource. The study and its results made for great news fodder, leading to 409 million impressions in just two days. Among the coverage: more than 600 earned stories, including four national broadcast stories, 76 news segments and 53,000 social shares.
Learn more about PR Daily’s 2018 Media Relations Awards.
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