Siemens awarded play on WIOD

Placement: WIOD-AM (Miami), July 20

Placement: WIOD-AM (Miami), July 20

What are your client's media goals?

Kim Newman: Our client is the Siemens Foundation, the nonprofit arm of technology giant Siemens. It provides $2 million in annual awards to students and teachers for math and science excellence, and it wanted to spread the word about its various programs.

What made WIOD-AM's South Florida's First News such a good hit, and how did you go about pitching the host there?

Newman: Florida is a key state for Siemens' business efforts, and WIOD is Miami's top-rated news talk station, so it was a good target. We had an awards luncheon scheduled for the Miami-area Siemens Awards for Advanced Placement winners set on July 20, so I used that as a hook to pitch WIOD host Brian Freeman - first with a media alert and then by phone. Once he heard about the foundation's work to improve math and science learning in US schools, he agreed to the interview.

Live radio can be a challenge - even more challenging than TV - simply because the segments tend to be longer. How did you prepare Michael McCauley, Siemens manager of community affairs?

Newman: We didn't have to do much media training for Michael because he's very articulate and comfortable with the Siemens message. But because this was a phone interview and Michael was coming to Miami for the awards luncheon, we did have him travel the night before, so he could have a land line rather than wing it with a cell phone from an airport.
What was the impact of the hit?

Newman: Florida is a place where Siemens does business, so the client was pleased because publicity about the foundation ultimately helps grow the company brand. Also, the media alert sent out beforehand helped secure a story in The Miami Herald, so we ended up with placements in the market's top print and radio outlets.

Name: Kim Newman, account executive, Dentsu Communications (New York)

Placement: WIOD-AM (Miami), July 20

Pitch timeline: Less than one week

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