J&J Leadership Newsletter, Messaging and Intranet Development
RIOT PR worked with the leadership team at Johnson & Johnson’s Quality & Compliance division to catalogue and communicate to its 7000 members its work on leadership programming for high performing leaders.
As part of this program we worked with scientists and J&J leaders globally to generate a monthly newsletter with 7 to 10 separate articles on leadership projects, global sites, leadership class activities, programmatic components and updates. The project was ongoing for three years, for the Johnson & Johnson Executive Quality & Compliance Leadership Development Program.
In addition, we worked with their internal team to redesign and rewrite the Quality & Compliance Leadership Programs’ intranet. Facets of this included tips from the CEO, perspective columns, offerings, as well as articles describing projects completed by the leadership program’s participants.
RIOT PR worked with J&J groups globally, and specifically with its leadership team in Dublin, Ireland and New Brunswick, NJ.
California Association of Physicians
Our team worked with CAP, the California Association of Physicians, on public relations outreach to spread the word about the Associations work, lobbying efforts, and news. Located in Los Angeles, California, CAP is a unique type of association. The group provides liability insurance to physicians in California, and its mission through public relations was to enhance its image in the areas it served, and to expand its reach throughout various markets in California.
Through a variety of news-generating tactics, we were able to boost visibility of the Association, spread the word to members about its good work, and assist them in entering two new markets.
CDC’s National HIV Testing Day: National Issue Campaign
The Dept. of HHS / US Center for Disease Control and Prevention selected our team for a second time (2006 and 2003) from a field of large national agencies to drive its 12th annual National HIV Testing Day ‘call to action’ campaign. The aim was to create a crescendo of layered messaging in media across the Top 20 markets that would resonate with potentially affected people from highest risk demographics (teens to young adults and adults of Latino or Black origins). We achieved spectacular results including media coverage with almost 100 percent saturation of the Top 50 US markets. The program used television and radio PSA’s, as well as podcasting and websites, to add a contemporary, fresh appeal. The creation and placement of national, bi-lingual video and audio PSAs as well as podcasts with high-profile entertainers Salma Hayek, Dennis Haysbert, Nick Cannon, Laura Ceron, Judy Tenuta and Latina talk show host Cristina Saralegui, have already achieved 2,500 hits for the podcasts. We introduced this formula of celebrity spokespersons in 2003 and it proved highly effective then: more than 285 million people across the United States were reached through public service messages and inquiries to the new HIVtest.org website soared by 1000%. For our work, we received a commendation from First Lady Laura Bush.
ZeptoMetrix Corporation: publicity program
In April 2007, RIOT PR was retained by ZeptoMetrix Corporation, a biotechnology firm, to develop an actionable public relations and positioning strategy to announce that ZeptoMetrix was awarded a 5 year, 4.9 million dollar contract from the Centers for Disease Control and Prevention (CDC), Department of Health and Human Services (DHHS) to create a large, secure collection of influenza viruses, including avian influenza (bird flu), that will be provided to approved companies to develop diagnostic tests to support pandemic influenza diagnostic development.
The challenge was to create awareness in the biotech trade publications, local and national biotech media as well as the general business audience about the substantial and complex level of work ZeptoMetrix was engaged by the CDC to accomplish. Under the terms of this contract, ZeptoMetrix will initially grow at least 150 different viruses, including many different strains of avian flu and store them in their secure state of the art BioStor™ Repository in Buffalo, New York. ZeptoMetrix scientists have also developed patent pending technologies to inactivate viruses so they can be safely handled in normal laboratories, another critical component to this contract. RIOT PR created a press announcement campaign to communicate this important opportunity to the media on behalf of ZeptoMetrix, which supplies noninfectious micro-organisms to more than 4000 diagnostic researchers, testing facilities, and manufacturers worldwide.
RIOT PR effectively increased brand awareness for ZeptoMetrix by implementing a targeted media relations program. Though this effort, the firm’s competitive distinctions were personified through its positioning as a top Level 3 laboratory with unrivaled new testing technology for the development and manufacture of infectious disease products, landing placements in Boston Business Journal, Mass High Tech, The Wall Street Journal’s Health Blog, FluRadar.com, Bio Century, The Buffalo News, Buffalo Business First, New Mexico Business Weekly, and MetroWest Daily News, reaching more than 2,371,615 media impressions.
After the articles appeared, ZeptoMetrix received numerous inquiries from potential new business partners around the country, as the story continued to be picked up in numerous markets across the U.S. Two weeks after the story ran, the ZeptoMetrix team attended a tradeshow, where they were flooded with visitors to their booth, who had read about ZeptoMetrix in the business journals, The Wall Street Journal, and various industry media.
The Natural dentist: Communications Readiness program & brand re-launch
The Natural Dentist (TND) approached the RIOT PR team because they anticipated skepticism upon its roll out of its re-branded natural oral health care product line across the United States. The Natural Dentist was, in essence, re-introducing their natural alternative mouth rinses and toothpastes to rival some of the nation’s leading over the counter and prescription products.
RIOT PR’s initial mission was to create a Corporate Communications Readiness Program, so that the entire TND team would be prepared with appropriate messaging, Q&A documents, press release templates, and an ingredients listing, as well as an overview of FDA-approved packaging statements in order to communicate to the public and the media regarding the products, ingredients and uses. Our second task was to elevate brand awareness via outreach to consumers and influencers so that they would easily and clearly understand the benefits of using TND products in order to make a confident decision to purchase and use the product. We created an exciting mailer and packaging concept which grabbed editors’ attention while quickly and easily getting the main points across about TND’s Healthy Gums Oral Rinse. Our team orchestrated the sending of samples to mainstream, health and dental publications.
The results landed placements in a variety of national consumer publications as well as trade publications Dentistry Today, Dimensions of Dental Hygiene, Natural Health Magazine and business publications such as Boston Business Journal and WomensBiz.US.