NEW YORK: In an effort to extend its brand beyond television, Court TV has hired independent firm The Morris & King Company (MKC) to handle PR for its off-channel public affairs initiatives, the firm said.
"It's a different spin on working with a network," said MKC partner and principal Judith King. "Our focus will be to introduce the Court TV a lot of people don't know about."
Rather than focusing on programming, King noted, MKC will work to generate awareness of Court TV's non-partisan public affairs forums and community meetings, which include In Pursuit of Justice, Choices, and Careers in Justice, King said.
She noted that among other outreach strategies, MKC would rely on a "classic block-and-tackle PR approach. The power of local and regional media can't be underestimated," she said.
Although Court TV has been hosting these public affairs forums for 10 years, the network had "never really gone out and told people," said Scoot MacPhearson, EVP, corporate and government affairs. Because the station now organizes so many events, he said, the time was right to enlist MKC's services.
The New York-based firm was selected following a thorough agency review, he said.