This story in “The Des Moines Register” coverage was one result of the culmination of our six-month media relations database project. We researched the media markets in each of about 50 countries to determine what approach would be best to take – localized, regional, national, trade, etc. Then we mined and captured the names and contact information for key editors, in order to be able to target local media in each country.
We created dynamic tags to enable us to merge our media contacts database with our mass email system. This allowed us to send a large number of emails that were still well targeted. We enjoyed more than 100 articles in traditional media across the U.S. during the first week of our U.S. release. The social media response was immeasurable.
“The Des Moines Register” is a daily paper in Des Moines, Iowa, owned by Gannett. It has a week-day circulation of about 98,000, and a Sunday circulation of about 200,000.