s focus shifted to a global health pandemic.
With our initial, pre-coronavirus pitching, we landed
coverage in major outlets like Chicago
Sun-Times, Crain’s Chicago Business, Daily
Herald and WBIG-AM.
Then the coronavirus outbreak drastically changed not
only our everyday lives, but the healthcare media landscape. The news cycle was
focused on covering COVID-19 around the clock. We had to get creative and shift
our pitching strategy. We dug in and did research, and learned about the unique
impact that quarantine and stay-at-home orders were having on people with
eating disorders, especially adolescents who had lost their regular routine of
attending school and activities.
For the opening of Clementine Naperville in June, which
offers programming for girls ages 11 to 17, we focused on the impact coronavirus was having on adolescents with eating
disorders, and tied in the new resource that would soon be
available in the area. This pitch resulted in coverage from WFLD-TV (Fox Chicago), Daily
Herald, Glancer
Magazine, Naperville
Sun and in an upcoming issue of Chicago Parent.
In total, we generated 12 stories that led to almost 16
million impressions, far surpassing our original goal of 5-6 placements. This
is a great reminder of why it’s so important for PR pros to make sure stories
have a tie to current events when working with the media.
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