Here’s a peek into News Generation, Inc.‘s winning campaign in Media Relations – Assoc/Nonprofit/Govt category: Educating and Empowering Americans with Financial Literacy.
Finances. It is a frequent, sometimes difficult, but necessary topic of conversation between spouses, parents and children, and adults and their parents. The American Bankers Association (ABA) works to make this necessary conversation and subsequent action and preparedness as seamless and easy to understand as possible. Representing banks across the United States, the ABA works to educate, inform and empower people to take control of their finances, or those of family members in their care. To leverage the newsworthy and timely resources, tools and information it offers, ABA engaged a media strategy heavily focused on earned radio outreach. ABA partnered with News Generation, a broadcast media relations firm based in Bethesda, to develop, pitch and implement an effective media relations outreach campaign.
Together they launched a cohesive campaign of six messages, and six resulting radio media tours, working toward the goal of educating the public on the role hometown banks play in helping economic growth and empowering Americans with financial literacy. Sixty radio interviews were secured, with highlights including interviews that aired nationally on NBC News Radio (formerly 24/7 News Source at the time), Bloomberg Network, Compass Media Networks, and American Urban Radio Network. As well as airings on statewide or metro-area interviews with 16 different networks, and airings on the top news and top news-talk stations in Atlanta, Detroit, San Antonio, Fargo-Valley City, and Rapid City, as ranked by Nielsen.
The radio media tours reached a total of 74,754,470 listeners, almost 25 percent above the initial goal set out by the collaborating teams. The campaign delivered an incredible cost per point (CPP) of $.00037, or less than four one-hundredths of one penny, to reach each listener. The American Bankers Association saw engagement in the areas the radio media tours focused on, largely contributing to the advancement and awareness of the association, its focus and multi-faceted expertise.
According to Nielsen, the leading company on global information and media measurement, 93 percent of people 12 years of age and older listen to the radio each week. In addition, radio interviews allow reporters to engage the spokesperson, seeking clarity from experts and steering content towards their anticipated audience needs.
News Generation compiled the most relevant and newsworthy information into the media pitch. The pitching team extensively researched the most appropriate national and statewide networks, as ranked by Nielsen, as well as media markets in which the most relevant coverage would best represent its largest news or news-talk station. News Generation personally pitched each reporter, host and producer via telephone and email to secure the most relevant interviews based on top listenership and market rank. This all earned-media strategic approach focused on securing quality interviews with highly-ranked networks and stations to maximize on-air time for ABA.
News Generation, Inc. received an Award of Excellence for its work with ABA. Click here for a list of all 2016 Best in Maryland winners.