Media relations campaign to generate awareness and coverage of efficacy research
Gale partnered with CB&A to generate widespread media coverage of a Project Tomorrow efficacy and feedback study evaluating the impact of large print books from Thorndike Press, a Gale brand.
To reach an array of target audiences, including teachers, reading specialists, librarians, curriculum directors and more, CB&A developed and executed a robust education trade media relations campaign.
- Compiled tailored media and news release distribution lists for education outlets, library/literacy outlets and national consumer outlets
- Developed a strategic media outreach plan outlining segmented target audiences, messages and timelines
- Drafted, finalized and distributed an effective news release announcing the Project Tomorrow study
- Facilitated opportunities for spokespeople to participate in media interviews and contribute bylined articles to media outlets
- Conducted media training with spokespeople prior to media interviews
- Partnered with influential education bloggers to secure coverage of the study
CB&A deployed a multi-faceted media outreach campaign, raising awareness of Gale, its research partner and the large print study as a result. Serving as strategic counsel, CB&A supported Gale’s marketing and communications team in a variety of activities, including compiling tailored media lists, preparing and distributing the news announcement and conducting regular outreach to journalists, influencers and bloggers.