Media Relations.
Once a reporter, always a reporter. My college work and professional career in journalism not only made me an expert storyteller, but also an arbiter of what makes a great story for a journalist when I made the career transition to becoming a communications professional.
This is the case study of my most successful pitched story campaign.
Meet Liz & Gisele.
The Opportunity
Gather.
As the Director of Marketing & Communications at Franciscan Children’s Hospital, outside Boston, I met Director of Nursing Liz Smith, who’d adopted former patient, Gisele.
Activate.
My team and I, working in tandem with our PR agency of record, orchestrated a media blitz, which began with a local-focus to gain traction and culminated in placed stories across the globe.
Promote.
Using the momentum gained from such a boon of placements, we exceeded all yearly-set KPIs for web and social metrics for the organization, while seeing an influx in unsolicited donations.
The Today Show
After completing a locally-focused media blitz, we shifted attention to national media outlets. Soon thereafter, '“The Today Show” came calling. This was the result.
The full report
Here’s a full accounting of the worldwide media blitz.