Research-Driven ROI

When working on a multitiered media relations campaign, such as the “Femme, Femme, Femme” exhibit at the New Orleans Museum of Art, it’s important to cover all bases, says John Deveney, founder of Deveney Communication (agency partner on the initiative). Following are his tips for other agencies or companies wishing to launch a similar promotional effort: • Always do your research: This applies to both the topic and coverage of the campaign or event you will be promoting, as well as the structure of the organization you’re working with. “For Femme, we were able to follow up with news organizations and media who had covered the arts and Katrina recovery and gain more media coverage,” Deveney says. “It’s important to discern the best ways to communicate with the client so that you’re their ideal agency to work with. We’ve worked with NOMA since Femme and have formed a great relationship with their team.” • Facilitate alliances to enhance your efforts: “For the Femme campaign, we insured that tourism leaders were aware of every event and bit of information,” Deveney says. “This allowed them to get the word out to their stakeholders and create programming and messaging to extend the media coverage and awareness.”

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