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.