AMENIA, NY: The National Canine Research Council has selected Coyne Public Relations as AOR to help raise awareness of the organization.
Coyne began working on the account in April following an RFP that involved "a handful" of agencies, said Stacey Coleman, executive director of the National Canine Research Council.
Before Coyne, the organization worked with Epic PR Group for about a year. Representatives from Epic declined to comment on the former relationship.
Coleman said Coyne quickly understood the NCRC, its mission, and its wide range of target audiences. Since the council focuses on the science behind human relationships with dogs, it could look to engage dog owners, academic professionals, law enforcement officers, and more, she added.
Coyne will be responsible for media relations and influencer campaigns. The agency will also help the NCRC "better disseminate the educational materials" it has developed over the years, Coleman said.
"Our goal this year is to increase awareness and visibility of our materials and our expertise," she explained.
Last week, Coyne helped garner media coverage for a project from the NCRC and the US Department of Justice that provided video training for officers to help lower the number of pets, particularly dogs, shot on duty.
Coyne is leading the business out of its Parsippany, New Jersey office with a team of nine staffers.
While the organization has not yet decided if Coyne will help with social media and events, the possibility is "not off the table," Coleman said.
The contract on the account is one year. Budget information was not disclosed.