3 award-winning organizations share their media relations expertise

Attracting the right media attention for your organization is no easy feat. Establishing a beneficial relationship with the right reporters is just the beginning. Check out these award-winning organizations for tips on how to attract attention to your exciting new initiatives, product launches and major announcements:

Innovation in Media Relations: IBM—Defining Cognitive Creativity with IBM Watson

If your work has a direct tie to a culturally relevant topic or moment, capitalize on it. Technology giant IBM wanted to address public concern and anxiety surrounding artificial intelligence. IBM sought to demonstrate its ability to partner with developers and businesses to introduce truly creative and practical uses for AI.

The team settled on key themes of cognitive creativity in the kitchen, on the fashion runway, at the movies and in the music studio. Each of these “signature moments” was communicated uniquely but included the consistent message that Watson augments the human imagination without replacing it. The campaign produced coverage in more than 500 outlets, resulting in more than 1 billion impressions. A movie trailer produced using AI was viewed 2.4 million times.