This story in the “Appleton Post-Crescent” is another example of how creating the ability to generate localized press releases resulted in more media coverage across the country, raising the company’s brand equity. Increased brand equity almost always positively impacts sales.
The coverage is one result of the culmination of our six-month media relations database project. In this 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 Appleton Post Crescent is a daily paper in Appleton, Wis., owned by Gannett, with a daily circulation of 40,000 and a Sunday circulation of 56,000. The paper ran a modified press release for publication.