This year, the team wanted to focus on the main ways The Access Project combats public health issues, so GMI used that as the key point in developing its messaging tactics.
The PR team decided the most efficient way to raise money for The Access Project was by targeting select media outlets that could thoroughly explain its client's work and goals, rather than securing many brief media mentions. They decided to focus pitching efforts on business publications like Forbes, The Wall Street Journal, and Fortune.
"We wanted to get to media that investors and people in development were likely to read from a business perspective," says John Bianchi, VP at GMI.
Goodman reached out to Forbes and kept the conversation going until the magazine wrote a feature story on The Access Project in November 2007.
The organizations were also able to secure feature stories in business publications, as well as frequent blogging and Op-Ed opportunities for The Access Project's founder, Josh Ruxin.
The campaign has sparked more than 100 print media mentions and 20 broadcast segments. In the past five to six months, The Access Project has received $2.25 million in donations. "[GMI has] done a tremendous job in making sure people who are interested in our work are aware of it," Ruxin said.
GMI continues to collaborate with The Access Project to bring exposure to their cause and establish Ruxin as a leading expert on African issues.
PR team: The Access Project and Goodman Media International (both New York)
Campaign: The Access Project Campaign
Duration: May 2006-ongoing
Budget: $10,000 a month