We offer these examples of our work as inspiration for continuing communication. These examples demonstrate how media and influencers continue to communicate on relevant topics beyond COVID. Please keep in mind, the right approach is always respectful and understanding of the situation.
Stevens Institute of Technology Student Steps Up For COVID-19 Relief Efforts
Against a backdrop of 24/7 scary news, ordinary individuals are stepping up to contribute to the COVID-19 relief efforts, exemplified by Stevens Institute of Technology chemical engineer student Dominic Dell Antonia. Dominic has turned his grandparents’ basement in northern New Jersey into a full-scale operation, setting up 11 3D-printers to produce medical face shields, otherwise known as PPE. Dominic read about the dire need for equipment on social media and, like any industrious, tech-savvy Gen Zer, he kicked into high gear by creating his own production shop. Dominic has been producing 200 masks a day and, so far, has delivered nearly 1,700 printed face shields to medical centers and nursing homes in New York and New Jersey, including Montefiore Medical Center, Morristown Medical Center, Saint Barnabas Medical Center, St. Mary’s General Hospital and Victoria Mews Assisted Living in New Jersey. The education team has focused on “good news” columns and landed a feature on Dominic in Newsweek’s “Heroes Of The Pandemic” section entitled, New Jersey College Student Crafts Face Shields Between Classes To Help Nursing Homes, Hospital Fight Coronavirus.
A Little “Me” Time with a Full Household
With the constant flood of stressful COVID-19 news, lifestyle editors are looking to craft lighthearted stories that share tips on how to take care of yourself and improve overall wellness while still being sensitive to current events. In an effort to include our self-care client Tree Hut, that offers a variety of body care items, in some key stories, we reached out to a targeted list of beauty editors with the latest launches – checking in on what they were working on and if the topic made sense with their current assignments, all while being sensitive to what is going on in the world. We were pleased to hear back from a number of contacts who said the brand was exactly what they needed for their feel-good pieces. The concentrated outreach led to placements for the brand in outlets like Buzzfeed, Bustle, PopSugar, Real Simple, StyleCraze, Just Jenny and HelloBeautiful – where they were touted as a must-have for stay at home spa days.
Kent Bicycles Launches Instagram Influencer Campaign
Before this pandemic, Coyne PR had been planning an Instagram influencer campaign for Kent Bicycles timed to spring, providing bikes to influencers in return for content on Instagram. We worked with the social team to determine if we should move forward with the campaign and how-to best counsel our client. After ensuring with Kent that the bikes could still be shipped, we recommended moving forward with the campaign, as we learned there had been an increase in social activity with people using social media more than ever to stay connected. The campaign offered bikes for the whole family, with balance bikes from Kazam for those just learning to ride and an array of bikes from Kent for both kids and adults. The campaign was launched this week with tremendous success. Over 300 influencers have expressed interest in being a part of the campaign, with many showing great excitement to receive the bikes and post photos, as it’s a fun and safe social distancing activity for the family to enjoy together.
Consumer Team Helps Spread the Message that there is #AyudaEnEspañol
Staying informed is vital in times of crisis, yet Spanish speaking communities throughout the U.S. are missing out on crucial, and potentially lifesaving COVID-19-related information due to a lack of resources in-language. That’s why the League of United Latin American Citizens (LULAC), the oldest and largest Hispanic organization in the United States, teamed up with its long-standing partner Hornitos Tequila to create #AyudaEnEspañol (#HelpinSpanish), a resource kit and social media initiative designed to make crucial information accessible in Spanish. Created by LULAC and available for download at www.lulac.org/ayudaenespanol, the Spanish-language toolkit provides information and assistance on applying for government benefits, the latest CDC and government updates, help for seniors, access to health services, guidance on applying for government benefits, job training and help tackling food insecurity.
Thus far, the #AyudaEnEspañol initiative has attracted the attention of several notable Hispanic celebrities on social media including Eva Longoria, Danny Trejo and Emilio Rivera. The Coyne team is supporting the integrated agency initiative lead by McCann/Casanova by providing strategic counsel and conducting targeted media relations efforts, with top-tier national highlights including E! Online and The Hill Online. Together, we are helping to spread the message that there is #AyudaEnEspañol.
Champion + Legends Rocks iHeartMedia Air Waves in PSA!
To help bring a little positive news to listeners, Coyne PR worked with iHeartMedia to drive awareness for the Champions + Legends Weekly Warrior Challenge social media contest with fitness fanatics who are maintaining their intense workouts at home while listening to their favorite iHeart radio station.
Coyne’s Sports & Events team remained in touch with a friendly contact at America’s #1 Audio Company – iHeartMedia. Knowing the growing need for positive news during this time, the team leveraged an opportunity with the media giant to take part in their “Businesses Doing Good” PSA radio campaign. The team secured the PSA (at no cost!) that would air on six of the company’s New York-based stations to promote the contest.
Airing on April 21, the PSA could be heard across traditional radio stations and through live streams on the iHeartRadio app and website, Smart Speakers, Smart TV and more. The Champions + Legends PSA ran over 30 times across hit stations including Z100, 106.7 Lite FM, Power 105.1 and Q104.3 Classic Rock. The PSA garnered over 10 million media impressions and the team is looking forward to an influx of contest submissions in the weeks to come.
Horizon Group Gets Crafty
Between home schooling and working from home, the Horizon Group PR team recognized the need to find ways for families to spend meaningful and engaging time together. The team reassessed current pitching efforts and brainstormed new themes to keep the momentum going with media coverage. They shifted to focus on the Horizon Group-owned, Craft Project Ideas website as a free, online resource to inspire creativity and offer unique how-tos for parents and kids. The initiative generated numerous placements including Parents.com, Red Tricycle and The Toy Insider. To help make the pitch timelier, the team also worked with the client to develop various crafting inspirations for Earth Day and Mother’s Day. As a result, eleven of Craft Project Ideas’ Mother’s Day-themed tutorials were featured in a D.I.Y. gift ideas for Mom roundup on Parade.com. The coverage, which is still coming in, has generated amazing brand recognition for the site and the Horizon Group brand overall.
