'Collaboration Now' boosts copper

Who is your client? What are its media goals?

Who is your client? What are its media goals?
Geralyn Lederman: The Copper Development Association (CDA) represents copper producers and fabricators in the US. [Its] goal is to raise awareness for the many uses of copper, but with this program, [it was] looking to the media to educate people on how copper and its alloys are proving to be antimicrobial, making them ideal for use in hospital settings.

What made Collaboration Now such a good hit? How did you pitch the producers there?

Lederman: All CNBC shows... reach business leaders, including those in the health field, making the network a great target. In this case, the Collaboration Now producers approached us, looking for examples of global collaboration that highlight [CSR]. We came back with how the CDA is working with US and international groups to research how antimicrobial copper, brass, and bronze can help to decrease dangerous pathogens.

Did you media train CDA executives? What other information did you provide to help clinch this placement?

Lederman: We did go over messaging with CDA president and CEO Andy Kireta before his in-studio interview and provided b-roll on the copper production process. We also arranged for a film crew to visit a South Carolina doctor running antimicrobial studies with copper.

What was the impact of the hit?
Lederman: The segment was great, telling the CDA story and the potential benefits of using copper in hospitals. The piece also included interviews with other leaders in [CSR], such as... Howard Schultz, [CEO of] Starbucks, putting the association in great company.

Name: Geralyn Lederman, account supervisor at Kellen Communications (New York)

Placement: CNBC's Collaboration Now, November 2

Pitch timeline: Three months

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