Issue: Siemens Hearing called on Coyne PR to work with one of the most successful football coaches in the history of the game, Hall of Famer Don Shula, to generate national media coverage for the latest technologies available for individuals with hearing loss.

Idea: Coyne PR arranged for a New York City media tour for Coach Shula, spanning the worlds of sports and general news. Seeking to dismantle the image of “your grandmother’s hearing aid,” Coyne PR worked with Coach Shula to highlight the risk factors, the warning signs, and the technology available to help those with hearing loss, with Coach Shula going so far as to remove his hearing aid on-air to show viewers what the latest technology actually looks like.

Impact: The tour was a great success, as Coach Shula appeared on national broadcast and nationally syndicated media outlets to deliver clean, crisp messaging about the technology and the issue. Coyne PR turned a few hours of availability into national media coverage across the broadcast spectrum including Fox & Friends, ESPN television, ESPN Radio, NFL Now (WFAN-AM) and Sirius NFL Network.