Public and Media Relations
Requirement
A client company in the consumer packaged goods industry turned to McKinley Marketing Partners when they were about to embark on a major initiative to realign their product with a new distribution channel. The traditional means of distributing their product was no longer a viable option and they had to turn to a network of independent manufacturers to produce their signature product. This change was likely to draw the attention of the trade and popular press organizations and could potentially generate concerns about quality with their employees and consumers. They needed help from an Interim Marketing Managersm (IMM®) to spearhead a communications effort to generate news to the trade press, consumers, and vendors.
Solution
The IMM began the communications campaign by preparing materials for new manufacturers and familiarizing them with the company’s policies, support programs, and guidelines. She led the production of a training video and corporate video that was targeted towards the new suppliers. Her other work included the writing and distribution of corporate press releases and the support of a new product launch. This included the creation of distribution lists for related media kits and preparation for a major launch event related to the new product. With great success on this project, the IMM’s work laid the groundwork for future crisis communications plans.
