Attaining high-impact news coverage of complex public policy issues is harder than ever before. Sharp reductions to outright closures of news outlets, a cacophony of new and non-traditional sources, and a populace devoting less attention to policy issues are all causes of the problem.
We understand this changing dynamic and know what is needed to reach top-tier journalists at influential media outlets. As a team that includes former journalists, we know what reporters respond to and how to get their attention. Our approach is an integrated one that includes direct and customized outreach to reporters, development and placement of opinion pieces like op-eds and letters-to-the-editor, and development of pitches that work. By incorporating new and social media strategies in any media efforts, we maximize the likelihood a client's message will be seen and heard by target audiences.
One health policy client came to us with a newly founded organization, some broad ideas and a touching personal story. Within three months of engagement, we secured multiple national media hits for the client, exposure that has continued to help positively position the organization and its founders as a national leader and expert on an important public health topic.
A national education advocacy organization needed support raising the visibility of a cornerstone biennial report. We developed and implemented a communications strategy that achieved significant coverage of the report and larger issue, including a 900-plus word article by the Associated Press that to date has appeared in hundreds of news outlets from coast to coast, including many national and regional leaders. Our strategy also yielded a number of other media hits in regional and education trade press, including op-eds by organization leaders. To help state affiliates execute their companion media strategies, we prepared a tool kit and created a webinar session to help state leaders spread and amplify the message.
A Washington-based association focused on international business and trade issues needed to raise awareness and visibility of an annual conference featuring international business and political leaders. We developed a targeted short-term strategic communications initiative aimed at multiple target audiences, including association members, regional media, trade press and other interested organizations and corporations. Through this effort the conference received additional visibility and attention, including the full half-hour of the Washington area's only nightly television news program dedicated to business news.
Our team has helped position a major health care management company as a national expert on key health policy issues, coverage designed to help prepare the company for federal business opportunities. Our effort netted the company positive media coverage in a variety of outlets, particularly health policy trade press that are influential with decision makers.