News 12 lends air to North Atlantic

Placement: News 12-CT TV, May 27 to 28

Placement: News 12-CT TV, May 27 to 28

Who is your client and what are its media goals?
Bill Bongiorno: Our client is North Atlantic Mortgage Corp. of Stamford, CT. It wanted to use local and regional media to communicate the various loan programs it offers to its neighbors in the Connecticut area.

What made News 12 such a great hit, and how did you pitch the producers there?
Bongiorno: News 12 is an all-news channel with the motto "As local as local gets." That means it attracts the local audience my client wanted. I'd met with its anchor Becky Surran earlier, so I pitched her directly on interviewing North Atlantic president John Sauro.

Residential real estate and mortgage rates remain hot topics in many parts of the US. Were they enough of a news hook on their own to get News 12 interested?
Bongiorno: I got some initial resistance from Surran, who said she had plenty of mortgage experts she could interview. But I directed her to North Atlantic's Web site, which had clips of Sauro being interviewed on Bloomberg TV and CNBC. On top of that, I offered her something new: an entrepreneur loan program the company had created that the media hadn't covered yet.

Sauro had been on TV before. Did that lessen the need for media training for this appearance?
Bongiorno: No, we still brought in a media trainer. I also sat with him for several additional mock interviews, which helped because he was able to develop message points specifically for this local audience.

What was the impact of the hit?
Bongiorno: The five-minute interview aired nine times over the May 27 to 28 weekend and immediately boosted North Atlantic's Web traffic and business leads. The company had given my agency a three-month trial, and during that time I was able to get Sauro on CNBC and Bloomberg TV, as well as this News 12 appearance. Needless to say, the client is thrilled.

Name: Bill Bongiorno, president, Blue Chip Public Relations (South Salem, NY)

Placement: News 12-CT TV, May 27 to 28

Pitch timeline: One month

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