Sustaining the Momentum


For an 18-month project like the Jamestown 2007/America's 400th Anniversary, which encompassed much detail and preplanning, it was necessary for the team players to come up with fresh tactics and unique messaging that would attract national and international attention. To companies wishing to launch a similar commemorative initiative, Robin Crawford, senior vice president of Ruder Finn D.C and Ross Richardson, director of marketing and communications for Jamestown 2007, offer these best practices:

  • Make the story compelling to media by highlighting different angles: "We got some great experts to serve as spokespersons for the program," says Crawford. "This kept momentum going over 18 months." As a result, by the time the program was rolled out, the interest had not peaked.

  • Get buy-in from partners early and leverage them: "In media requests, there's always an 11th hour scramble, so having everyone on board was great," adds Crawford.

  • Incorporate an element of surprise for your target audiences: "People thought they knew what Jamestown was about because they had heard about John Smith and Pocahontas," says Richardson. "Through recent scholarship and archaeological discoveries, we were able to tell a new and fuller story about Jamestown."




Comments Off

Deals of the Week

Get $150 Off PR News' Social Media Conference

 Social_Media_Conference_180x150_ep
At PR News’ Social Media Conference, taking place October 9 at New York City’s Grand Hyatt, you will receive instruction from experienced social media communicators and take away practical knowledge that you can put to work right away as soon as you return to the office.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook


book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.