Case Studies
National Media Relations
Client:
National Search and Rescue Secretariat
Challenge:
In September of 2003, Delta Media Inc. was called upon to provide the
National Search and Rescue Secretariat (NSS) with a customized media relations
campaign designed to raise the public awareness of the NSS SARSCENE 2003.
The annual event, hosted by the NSS and partners such as the OPP and the
RCMP, is Canada’s only national search and rescue event. SARSCENE
2003 took place in Kingston and included a wide range of activities such
as the Search and Rescue Games, awards, presentations, exhibits and demonstrations.
Project:
- In order to generate significant media interest in advance of the
event, Delta Media produced timely media documents and directed the
media’s attention to stories with the most value to their readership.
- Our team contacted key national media and invited them to cover the
Search and Rescue Games as well as visually stimulating demonstrations.
We also contacted regional media regarding award recipients from their
area and invited them to feature profiles of their local heroes.
- Local media attention was drawn to the overall program of the event
and a radio chatter sheet was created for local radio stations.
- Finally, we provided specialty media with information concerning
the more technical aspects of search and rescue as covered in the event.
- We invited key journalists to report on search and rescue from a
different standpoint by giving them the opportunity to cover the Search
and Rescue Games from the victim’s perspective. Broadcast and
print journalists rose to the occasion by playing the role of the victim
in challenging search and rescue exercises.
Result:
The media relations efforts were successful at attaining a significant
amount of media coverage. During the event, Delta Media’s on-site
team coordinated print, radio and television interviews and photo opportunities
with event spokespersons.
We invited key journalists to report on search and rescue from a different
standpoint by giving them the opportunity to cover the Search and Rescue
Games from the victim’s perspective. Broadcast and print journalists
rose to the occasion by playing the role of the victim in challenging
search and rescue exercises.
Delta Media’s media relations efforts created a wave in local,
regional and even national media. In our client’s words, “We
surpassed last year’s coverage and achieved one of the key goals
of the conference, that is, to highlight the search and rescue activities
of the OPP.”
As a direct result of our team’s diligent media relations activities,
the event was showcased live on RDI’s L’Ontario en direct.
The event also captured front-page news in several publications and was
featured in numerous broadcast segments.
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