Museum sews up CBS Radio story

CBS News Radio, February 1

CBS News Radio, February 1

Who is your client, and what are its media goals?

Lori Cuonze: Our client is the Orlando Museum of Art, which has grown from a small arts center into a nationally accredited museum. The museum is bringing in world-class exhibits, such as "Gee's Bend: The Architecture of the Quilt," and wanted to increase visitations both from drive markets, as well as families vacationing in the area.

What made CBS News Radio such a good hit, and how did you pitch the reporters there?

Cuonze: CBS Radio has a national consumer reach, which made it ideal for raising awareness about The Quilts of Gee's Bend's stay in Orlando. The actual Gee's Bend quilters were making a rare appearance to celebrate the exhibit's opening weekend, so we used that hook to directly pitch Orlando-based CBS News Radio correspondent Peter King.

The Quilts of Gee's Bend exhibition is making stops in other parts of the country during its multi-year tour. How did you position its stay in Orlando as such a national story?

Cuonze: We discussed with King how the Gee's Bend exhibition not only coincided with Black History Month, but also how this was a great chance to chat with these quilters - many of whom were in their 80s - on the oral traditions associated with the African-American experience in the Old South.

Did you do any media training for the quilters being interviewed?

Cuonze:
We didn't do any media training because it was so rich and authentic when these women spoke in their own words. But we did provide backgrounders on the women, as well as statistics noting the current resurgence in quilting in America.

What was the impact of the hit?

Cuonze: The CBS Radio story was fed to more than 600 affiliated stations to launch Black History Month. Gate numbers at the museum increased steadily in the week after the hit, and, while we got other placements, museum executives told us this radio profile was their favorite.

Name: Lori Cuonze, PR director, PUSH (Orlando, FL)

Placement: CBS News Radio, February 1

Pitch timeline: One week

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