News 14 (Raleigh-Durham, NC) January 30 and February 15
Who is your client, and what are its media goals?
Carol Bloom Stevens: Our client is Smart Auto Management (SAM), creator of the SAM automotive kiosk that lets consumers run their own tests through their car's on-board diagnostics system to check for more than 2,000 potential problems. SAM was being launched in five markets, and the company wanted to drive awareness among consumers in those areas.
What made News 14 in Raleigh-Durham, NC, a good hit? How did you pitch the reporters and producers there?
Stevens: Not only does News 14 Carolina reach many of SAM's target consumers, but because it's an all-news station, its segments tend to air multiple times. We originally sent the producers a launch alert noting the introduction of SAM in the area and offering a chance to talk with our spokesman, race car driver Mario Andretti. One reporter was so intrigued by the product that she decided to try SAM on her own, which resulted in an immediate story.
You ended up getting multiple hits on News 14 - what was the key to that success?
Stevens: After News 14 ran its original story, we went back to it offering a chance to interview Andretti at our media day. That event drew large crowds, and that, combined with the chance to talk with Andretti, resulted in a second News 14 segment.
Did you have to set up demonstrations on using the SAM kiosk?
Stevens: We did have several SAM executives on hand at the media day to demonstrate the product. There was also a lot of coordination we had to do involving our client, Andretti's office, and SAM's partner in Raleigh, Jiffy Lube, to make the media day a success.
What was the impact of the hit?
Stevens: We got plenty of coverage - including print and TV - in Raleigh, but MSCO noted that traffic spiked at the SAM Web site each time the News 14 stories aired. Seeing those results, our client was thrilled by the placement.
Name: Carol Bloom Stevens, PR director, MSCO (Rye Brook, NY)
Placement: News 14 (Raleigh-Durham, NC) January 30 and February 15
Pitch timeline: Two weeks