Turning Old News into Irresistible Angles
How can an established organization earn news and social media coverage when the message is“ old news? ”
They leverage a communications partner with the creativity, know-how and connections to bolster existing narratives and garner coverage.
The Challenge
As an organization becomes older and more established, it faces greater challenges in gaining media and social media attention simply because its message is already known.
One organization wanted to draw more attention to their work but was unsure how to revitalize and add new interest to existing narratives. The story felt like a continuation of their work, which is important, but may seem less newsworthy to news media.
The Strategy
We began by identifying unique and untold aspects of their story and tying them to current events to increase news candidacy.
To strengthen the messages on their owned channels, we also brainstormed a social media campaign designed to increase awareness and engagement. Developing news and social media assets was essential to turning the story into a creative campaign that was newsworthy.
Guardian crafted news releases for five different media markets and distributed them to custom-built media lists and newswires.
We leveraged our strong media relationships to ensure the story angles were considered by the right media contacts.
We designed social media visuals and copy to effectively support the campaign goals.
We developed a thoughtful content calendar to ensure social media activity aligned with media outreach to amplify the message.
The Outcome
Guardian secured and facilitated eight interviews with national and local outlets for the client. The campaign resulted in national and local media coverage with a potential news reach of 254 million from a total of 349 stories and web placements.
The social media campaign bolstered media outreach, providing a call-to-action that encouraged the audience to engage further, bridging the gap from broadcast and online news coverage to active participation.