While working as the director of CVS Caremark’s workforce initiatives, Steve Wing learned a valuable lesson: A good trend story can have a powerful cascade effect, which can lead to further positive PR for the program that’s being highlighted.
“After we placed our initial stories on CVS Caremark’s mature worker initiatives with publications such as The Christian Science Monitor, Time and the Boston Globe, other media outlets began seeing these stories and coming to us to do their own version of the story. In effect, the stories we placed were doing the PR for us,” he says. “We also proactively used the media clips in our pitches to encourage other outlets to do a similar story tailored to their unique audience. We made sure we pitched the coverage to outlets that weren’t competitors, such as pitching print stories to broadcast media and trade stories to regional daily newspapers.”
Good PR is Viral PR
