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National
Publicity Campaign for Publisher of Health Consumer Books
Developed a four-month-long national media strategy to promote a Castle
Connolly Medical consumer book on HMOs. Targeted and assembled list of
reporters and producers in top 20 U.S. metro areas. Wrote news releases
and collateral material. The promotion was a pivotal part of the campaign
to increase awareness of the book and to increase sales.
Positioning of author and strategically timed sequential mailings resulted
in:
• Ten
TV interviews in national and major metro markets
• 12
national and major metro radio show interviews, and
• 20
national and local newspaper and magazine interviews.
• A
video news release we helped script was requested by 40 local TV stations.
• Using
a news distribution service, reached an additional 176 publications
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