National Law Enforcement Memorial Fund

Media Relations Campaign

Summary

In February 2022, Maroon PR was hired as the PR Agency of Record for the National Law Enforcement Officers Memorial Fund. As part of our ongoing media relations efforts, Maroon PR placed a significant emphasis on the organization’s annual Candlelight Vigil Ceremony that is held during National Police Week in May. Each year, the event memorializes the law enforcement offers who have died in the line of duty, as their names are engraved and properly dedicated on the walls of the National Law Enforcement Officers Memorial.  

Strategy

Maroon PR implemented a multifaceted media relations campaign in an effort to garner attendance at the event, and coverage throughout the nation.

Early in the process, MPR capitalized on reaching out to media and law enforcement agencies that previously attended Candlelight Vigil, while also researching new media contacts for outreach.

In April, MPR developed Roll Call of Heroes release, distributing to wide-reaching, national media list through PR Newswire with 319 pickups and a potential audience of nearly 200M.

Additionally, MPR pitched national outlets for coverage opportunities and implemented state-specific media pitching efforts using releases that highlighted the number of fallen heroes from that state.

In the lead-up to the Candlelight Vigil, MPR garnered local media placement on the engravers’ work at the Memorial in April.

MPR’s video team also developed video scroll of all 619 names of fallen heroes for media to use for their coverage in lead-up to Candlelight Vigil.

Results

Secured 23 media members and over 30 law enforcement agency officials/staff to attend the Vigil.

Secured 272 online mentions and 1934 broadcast mentions, related to the Candlelight Vigil or National Law Enforcement Officers Memorial.

Secured a pro-bono full-page, color ad in the USA Today featuring the entire Roll Call of Heroes. 

Secured the several major national outlets to attend this year’s event including NBC News DC Bureau (segments sent to affiliates across the country), FOX News, CNN, Associated Press, Reuters, Gray TV and COX Media Group.

Local news stations from Indiana, Illinois, Florida also attended due to our outreach, while Iowa, Missouri, Colorado, California all published stories from Roll Call of Heroes push.

Maroon PR is a true partner—an extension of our staff. From the onset of our partnership, they took great time and effort to immerse themselves in our mission and our purpose. Without separating their team with a single manager who gatekeeps work, Maroon’s approach is to have their large team work with our team. We meet weekly to create opportunities that successfully brings our organization to the forefront of media awareness. We’ve benefitted greatly from the media opportunities Maroon has secured for us. They’re always one step ahead, and we have learned that we can depend on them to get it right! Maroon receives our highest recommendation.  

Marcia Ferranto

CEO, National Law Enforcement Officers Memorial Fund

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