The media relations program has a dual objective. (1) To increase media coverage in trade publications that cover Assurance’s target markets including construction, senior living, healthcare and real estate, among others; and (2) To raise brand awareness among a national-focus audience in the U.S. These combined efforts would not only elevate brand voice on a broad platform, but target its niche audiences, putting the Assurance brand right in front of the buyer.
To execute, DJG takes trend insights from Assurance subject matter experts and turns them into public relations stories that journalists will want to write about. These stories become news that Assurance targets can use to better their organizations and operations. When interview opportunities arise, our media training experts are available to prepare the client - including delivery of key messaging and tips for an effective interview, based on the medium.
Since beginning the ongoing public relations program, DJG has developed strong relationships with journalists from trade verticals in each industry focus area, securing thousands of media impressions for Assurance per year. Additionally, DJG has been able to use its existing relationships with journalists who write for national-focus publications to find opportunities for Assurance executives to comment on national trends in the industry.
In 2018, DJG secured more than 70 media mentions of Assurance and more than 391 million impressions. This included byline articles written by subject matter experts from the client.
The media relations program has not only elevated Assurance’s voice in the industry, but given them additional content to use for their other marketing programs, including social and digital media.
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