The industry - biometrics. The technology -- iris identification. This was not your average consumer mainstream news story. With an intimate understanding of how news is reported and communicated, we worked with contacts at The Wall Street Journal to place an exclusive "breakthrough technology" story.
Once placed, we used the credibility of the Journal to generate a longer AP wire story that ran in hundreds of papers across the country. As the print wave rolled, we contacted CNN to propose a feature that could be included on their daily satellite feed to hundreds of TV news stations. We recorded the piece using local TV news freelancers and up-linked the raw footage to CNN in Atlanta for their daily feed.
Hundreds of TV news stations picked up the CNN feed and ran it as their own story. We leveraged the TV news visibility to secure additional national placements on The Today Show, Good Morning America, CBS This Morning, Extra, PrimeTime and 20/20. The result was the second most successful publicity campaign of the year as measured by the national Video Monitoring Service in New York.