The goal in public relations is to get placement of stories in the media and bring positive results to clients. Often great results come from the timing of stories, the uniqueness of a story, creating “happenings” that build excitement for a client, sharing their “good works” and support of the community and raising our clients’ profiles in various ways.
Here are three case studies as a demonstration of our work:
OLYMPIC GAMES OPENING CEREMONIES – SPRING HILLS ASSISTED LIVING MAKES NEWS FROM RIO
Spring Hills Senior Communities – National
Spring Hills Assisted Living in Cherry Hill, NJ planned an Olympic-themed program for Friday, August 5 at 11:30 a.m., the morning of the actual Olympic Opening Ceremony. Originally, it was just a discussion about Rio but Hope encouraged them to create their own Opening Ceremony and interactive Olympic games. The Recreation Director, Maureen Rowen, got on board and together they planned a very creative, colorful event complete with an opening ceremony with residents entering the room carrying (paper) torches and “lighting” a cauldron of paper flames. There were Olympic rings (made out of hula hoops), Katy Perry’s theme song and assorted Olympic games.
Hope wrote a media advisory describing all the details and … it worked! NBC10, KYW Newsradio and SNJ Today covered it. NBC10 Reporter Cydney Long was assigned the story and she interviewed residents and staff and even participated in the games.
PR Results: The story was introduced by a reporter in Rio, 45 minutes before the actual Opening Ceremony of the Olympics!! Wonderful attention was given to the seniors from Spring Hills and the timing couldn’t have been better. Check out these two TV news clips and one radio news clip at Spring Hills Senior Communities YouTube channel. Here are links to the McKnight’s Senior Living and Cherry Hill Sun articles.
ENVIRONMENTAL COMMUNITY SERVICE AWARD – 11 YEARS OF HONORING STUDENTS MANKO, GOLD, KATCHER & FOX, LLP PARTNERS WITH WAWA AND 6 ABC-TV
Manko, Gold, Katcher & Fox, LLP – Environmental law firm, based in the Greater Philadelphia area
Many years ago, when Manko, Gold, Katcher & Fox (MGKF) was our new client, we were seeking a unique press opportunity for them. Publicizing a law firm can be complicated, due to client confidentiality, so creative planning is often the best source for potential press value.
Sharla worked with MGKF partner Robb Fox and they created a program that highlighted the mission of the firm as well as benefitted local schools. In 2004, they created the “Environmental Community Service Award” which recognizes outstanding educational programs where students support the sustainability of their neighborhoods. Seeking a corporate partner, we were fortunate to collaborate with Wawa since the first year and as a media partner, for nine years it was NBC 10 and, then after change of management at the station, 6abc TV joined our efforts.
Schools throughout the region submit their environmental programs and a team of judges from three EPA offices (PA, NJ and DE), the Franklin Institute, the Academy of Natural Sciences and Fairmount Waterworks Interpretive Center help select the winners. Two schools win each year and receive a $5,000 honorarium, provided by Wawa and MGKF. In-kind support from our television partner brings great media results from the onset – announcing the award, posting award information on their hugely popular website, providing a meteorologist to present the award with our Wawa partner and a partner of the MGKF, and then airing a lengthy story on the presentation. Wawa is just as supportive throughout the process – reaching out to schools, posting information on social media and in stores and providing the Wawa Goose to make it even more exciting for the students.
PR Results: In addition to the coverage by 6abc TV, we often get local newspaper coverage as well and it is an excellent example of the firm’s commitment to the community, which they share with their clients. And, best of all, the schools receive much needed funds to continue their environmental programs and are proud to boast about their participation.
THE PHILLY POPS ANNOUNCES NEW CHRISTMAS BENEFIT CONCERT WITH CHRISTMAS IN JULY AND A PARADE ON THE AVENUE OF THE ARTS
The Philly POPS, the largest standalone POPS orchestra in America
The Philly POPS launched a new benefit concert in 2014 where 2,000 free tickets to the opening night of their Christmas Spectacular concert series would be given to Philadelphia’s military and first responders. We needed a creative way to let people know about this benefit concert on the day tickets went on sale for the entire series in July. We created an incredible Christmas in July celebration in the heart of Center City – a Christmas Parade and party!
Working with the Philadelphia Police Department, Fire Department and Liberty USO, we held a parade starting from the Union League in Philadelphia (Broad and Sansom Streets) to The Kimmel Center (Broad and Spruce Streets) where The Philly POPS Festival Brass performed. This was no ordinary parade. The Philadelphia Police Department closed streets and re-directed traffic, in addition to providing 10 motorcycles to lead the parade. The Philadelphia Fire Department drove two fire engines in the parade. Of course Santa and Mrs. Claus rode in one of the fire engines and Lieutenant General (retired) Ronald S. Coleman of the United States Marine Corp and the Philly POPS President Frank Giordano rode in the other. Leading the way were two soldiers carrying a Philly POPS Christmas Spectacular banner.
When the parade arrived at The Kimmel Center, there were military vehicles parked in front, mounted police, the Philly POPS Festival Brass Quintet played holiday music, Victorian Christmas Carolers entertained and a red carpet was placed outside to lead the way into the venue. Once inside, the Police and Fire departments and Liberty USO lined their personnel along the stage which was flanked by two gorgeous Christmas Trees. Santa and Mrs. Claus kicked off the press conference and Christmas music was sung by The Philly POPS Festival Chorus. There were speeches and, for snacks, candy canes, of course!
PR Results: It was a great success. The press conference ran on CBS, NBC, 6abc, WPHL, KYW Newsradio, CBSphilly.com and it was the Philadelphia Inquirer Photo of the Day on July 11, 2014. There were, perhaps more than ever, tickets sold for this “on-sale” ticket sales event.