BACKGROUND
Econ One Research is a company that conducts national and local economic analysis for the telecommunications, energy, biotechnology, and financial industries.
OBJECTIVES
Econ One asked me for help in publicizing its monthly nationwide survey of wireless communications service prices. Secondarily, the strategy was to position Econ One’s team as experts in the wireless telecommunications industry.
SERVICES
• Communications planning
• Strategic planning
• Media collateral creation
• Media training
• Media research
• Media pitching/follow-up
TACTICS
A. We developed a strong news story each month with the release of Econ One’s latest data on wireless prices throughout the country. We gave the story three spins:
1) Localizing to each city included in the survey.
2) Giving a broader national view of the pricing story.
3) Focusing on any new trends.
B. Media training was set up for the key individuals to accustom them to the ways and means of media interviews and to help them bridge one interview to further opportunities.
C. A comprehensive media list was created focusing on three primary areas:
1) The business/consumer reporters for the major media in each city included in the survey.
2) The major national business/consumer reporters
3) Saturating the market for any city that had a hook, i.e., the highest/lowest rates for the survey period.
D. Media pitching and follow-up:
1) The key to a successful media campaign is in the follow-up. Finding the right people and talking to them directly is what leads to the most successful pick-up rate for media pitches.
RESULTS
The first media release on Econ One’s Wireless Survey was picked up in all the major publications in the 25 cities targeted. In addition, stories ran on Associated Press and Reuters.