To announce the launch of the initiative and signify the importance of the public/private partnership formed with the City of Houston and H-E-B Grocery Stores, Abitibi-Consolidated hosted a press conference/ launch event at one of the H-E-B store locations which doubled as a recycling drop-off site.
Marx Layne & Company was charged with event preparation and the engagement of a full-scale media campaign to publicize the recycling program and the preceding press conference.
Developing our efforts around the high profile press conference/ launch event, our team of PR professionals initiated a comprehensive media blitz, which incorporated securing pre-event, day-of and post media coverage. Given the scope of the program, its benefit to the community and its high “newsworthy” potential, the team formulated media-specific and carefully crafted news pitches engaging all relevant media outlets including: daily print publications, community newspapers, business publications, environmental/recycling trade publications, grocery trade publications, community-based Web sites, radio, TV, local cable access programs and national news outlets.
In addition to coordinating all media outreach on behalf of four participating organizations, Marx Layne & Company served as the hub for the event coordination and an available contact for all the partnership organizations. Additionally, our responsibilities included drafting key messages, Q&As, and talking points for Abitibi-Consolidated’s leadership. We also drafted and compiled the press kit materials, including the media alert, launch press release, organization fact sheets and backgrounders.