Innovative PR Firm Helps Journalists Consumerize Coverage of New $20 Bill
Concept, Coverage Earn Media Relations Award
To position Franklin
Mills mall as a secure place to shop, deter criminal activity and attract
shoppers while positioning the Mills Corp. as an innovative national retailer,
the news release targeted both the business media and shoppers gearing
up for a frenzied holiday season.
Foreseeing the then-to-be-released new $20 bill would command national media attention, the agency crafted a news release showcasing the anti-counterfeit features of the high-tech $20 bill and the tactics used by the mall's security team to educate store personnel in advance of the bill's release.
Presenting valuable, objective information driven by an innovative approach to media relations, the agency secured coverage in the USA Today, USA Today Europe, Bucks County Courier and Northeast Times and TV coverage on the ABC-TV Philadelphia affiliate. Based on the mall's measurement system which compares editorial space to advertising rates, the agency secured $75,290.00 in PR coverage from this single idea.