Case Studies – Media Relations
By Raha Naddaf, staff writer
(note: all case studies are in PDF format)
The
California Childcare Portfolio 2001: Transforming Statistics into
a Media Event and Capturing Statewide Attention for Health Care,
California Child Care Resource and Referral Network
The third in a biannual series, the Portfolio offered the media
and state and local policymakers exclusive standardized data about
child care supply and demand and helped raise awareness of child
care issues throughout California and in each county. A multilayered
media campaign involved a state press conference, press training
for 61 local agencies and a unique report featuring data, photography,
analysis, family profiles and excerpts from more than 150 interviews.
The campaign resulted in widespread coverage of the state’s
childcare shortage, compelling California lawmakers to withdraw
a proposal to cut childcare spending and triggering a series of
varied impacts in local communities across the state.
VOTE!
2002, ‘Ölelo Community Television
In an effort to address the issue of voter apathy in Hawaiÿi
and to promote voter participation in the 2002 elections, ‘Ölelo
Community Television launched VOTE! 2002, a campaign which included
seven major initiatives designed to encourage Hawaiÿi’s
citizens to engage in the democratic process and to provide candidates
with a voice to the public. ‘Ölelo was the first organization
in Hawaiÿi to publicly announce a comprehensive campaign to
address the issue of low voter turnout. Among many of the accomplishments
of this program, ‘Ölelo was able to cablecast over 330
hours of programming, time that would have been financially prohibitive
on broadcast television. They also obtained hundreds of column inches
in local newspapers, 39 minutes of television news coverage on local
news stations, and PSA/news announcements announcing schedules for
‘Candidates Debate’ and ‘Candidates In Focus’
programs on local radio stations.
Painting
a New Picture of Modigliani for the Media, Albright-Knox Art Gallery
The Albright-Knox Art Gallery had a rare opportunity to capture
the attention of the international art world by organizing and hosting
the first major exhibition in the United States in 40 years of works
by Italian artist Amedeo Modigliani. But to leverage the opportunity—and
also meet critical attendance and revenue goals—the museum
would have to overcome lingering doubts about Modigliani’s
legacy in the art world and casual art patrons’ unfamiliarity
with the artist. To address these challenges, the Albright-Knox
enlisted Carr Marketing Communications to develop and implement
a creative media relations strategy to attract regional, national
and international attention. Carr positioned Modigliani as a compelling
and relevant artist and a key figure in the development of modern
art, and aggressively targeted key national and international art
critics. Through its two-pronged media relations program, Carr was
successfully able to create a high level of awareness of the Albright-Knox
and the Modigliani & The Artists of Montparnasse exhibition.
NPR’s
Big Turn-on: The Tavis Smiley Show, National Public Radio
Carrying out a hard-driving, multi-stage media campaign and confronting
unexpected challenges throughout 2002, NPR Public and Media Relations
played an essential role in the juggernaut success of a groundbreaking
new program with a dynamic host: The Tavis Smiley Show. A company
priority for NPR, the show closed the year on a launch-tripling
50 stations including eight of 10 major markets. It is the fastest-growing
show in NPR history in terms of major market carriage and ability
to attract new listeners to NPR. The buzz and interest generated
from more than 400 high-quality, positive media placements about
the show and its host made a huge impact on its reach, forging new
territory in NPR’s public service to Americans and to listeners
worldwide.
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