PITTSBURGH: Country music social networking Web site Digital Rodeo recently increased its PR strategy, hoping to reach more mainstream media. The decision comes after the year-old Web site received outside investment money earlier this year. It hired Webster & Associates PR as AOR at the beginning of June for this purpose, said Tim Juravich, VP of Digital Rodeo.
"We've done a lot of the independent, blogs, newsletters and stuff like that," Juravich said, "but we really want to start attacking larger media. "To do that, Webster and Digital Rodeo are leveraging the company's relationships with artists, labels, and music clubs to increase its presence in the marketplace and get the media to take notice of the Web site, which launched in March 2007.
"In the country music world, the biggest push is to leverage your relationships with artists and labels," Juravich said. "It's crazy how much can come from those relationships." In the past, Digital Rodeo worked with Trisha Yearwood for an iPod giveaway, Taylor Swift for a Facebook promotion, and Chuck Wicks for an interactive online chat with fans.
Digital Rodeo's target audience is the 18- to 35-year-old country music fan, mostly female and close to major US cities. But, the company sees possibilities to expand internationally and works with AristoMedia Group for PR in the international markets.