As part of the intensive media outreach to build awareness of online coupon site RetailMeNot.com, Schwartz Communications deployed an established PR tactic—sending a gift to the desks of tier-one journalists and Web producers. The Holiday Gift Mailers included items available through RetailMeNot.com via coupons. “The idea is to show journalists the savings that can be found on the site,” says Miranda Coykendall, senior account director at Schwartz.
Tchotchkes For Journos: Media Hit or The Perfect Re-Gift?
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