"In just one year, we tripled media coverage, reduced the amount of negative news, and increased the amount of impressions with the correct use of the organization’s name and key messaging by 535 percent."

Challenge:

Solution:

The HSUS board issued a mandate to increase the quantity and quality of media coverage through more strategic and proactive media outreach.

HSUS Media Relations turned to Vocus Public Relations to automate a variety of PR functions in order to accelerate media outreach efforts without adding staff.

Benefits:

• Demonstrable Results – In addition to being honored by PR Week for their positive program results, the media relations team's reports resulted in the board of directors citing them as an example of how every department should operate.
• Improved Productivity – The media team handled a 250 percent increase in media inquiries, in addition to tracking hundreds of issues.
• Refined Coverage – The team reported a decrease in the amount of negative coverage, down to one percent from 14 percent of all reported news.
• Cost-effective Communications – All news releases are distributed using Vocus’ public relations software, saving HSUS thousands in news distribution costs annually.