Creating National News

Creating National News

The issue.

HOW TO GO FROM ZERO TO HIGH VISIBILITY IN THE NATIONAL PRESS?

What if we eliminated the iconic paper dollar bill and replaced it with dollar coins? That’s just what the Dollar Coin Alliance wants to do. When you ask Americans this question out of context, they overwhelmingly oppose the idea. But, when they understand that the dollar coin could save American taxpayers more than $300 million per year, then survey numbers literally flip, and the idea gains majority support.

Awareness. If enough Americans knew about this one simple fact—cost savings–then public and elected officials would have the “air cover” they need to make it happen. Xenophon designed and implemented a media relations strategy that established credibility in local and regional outlets, first. But, which led to feature-length Opinion stories in nearly every major market daily newspaper in the county—all of which advocated substantially for the dollar coin. Subsequently, bills were introduced in both the U.S. House and Senate and the initiative continues to gather steam at a grassroots level despite well-funded opposition from the paper lobby.

The solution.

BUILD PRESS COVERAGE AND THEN FEED IT TO THE DIGITAL BEAST

How we did it.

KEY NATIONAL EDITORIALS, NETWORK PRESS COVERAGE, THOUSANDS OF SOCIAL INTERACTIONS

Advertising
Congress
Interview Specific Training
Message Development
Message Testing
News & Social Analysis
News Creation
Op-Eds & Columnists
Polling & Focus Groups
Regulators
Social Media
Third Party Advocacy
Web Design
XenWatch™: News and Digital Monitoring & Analysis
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