- 13 Aug
PR With Purpose
When traditional marketing doesn’t bring intended results, there is always another approach on the horizon. Vashon Community Care recently spent hundreds of dollars recruiting nursing staff through a myriad of approaches: an all-island mailer, on and off island advertising, and a burma-shave campaign along its prime Vashon Highway real estate. All to no avail. That’s when their Director of Clinical Services, Donna Zaglin, gave us a call with an urgent request: Could we get an article in the local news paper(s) that could generate interest and applicants?
Within 24 hours we were at VCC on a Friday interviewing nursing staff. On Monday, we delivered a story to VCC for review. A few edits later we pitched the story to the editor of the Vashon-Maury Island Beachcomber. Although they didn’t directly pick up the version we wrote, they were sold on the story and embarked on their own interviews. A story ran on page four of the next print and web editions of the paper. Zaglin reported receiving a call from a prospect the day the paper came out.
Because the Beachcomber chose not to run our version of the story, we were able to leverage the story to the other Island newspaper, The Vashon Loop. We just received word that the story will appear, as written, on page one of tomorrow’s edition. What if the story hadn’t been picked up? We probably would have paid to have it run as an advertorial, or an ad that looks like a regular news story. Fortunately, our experience in broadcast and print news mediums enabled us to find the “hook”–that part of the story that would deem it newsworthy to an editor’s critical eye.
We applaud Zaglin for not only knowing when to ask for help, but for conceding an approach that wasn’t working and realizing that the solution was behind a different door altogether. As you develop your marketing strategy, don’t overlook the power of Public Relations. PR with purpose works.
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