Public Relations Strategies: If the Shoe Fits

3 min read

When it comes to an outfit, the one thing that can make or break it all is the shoes. That’s why my closet’s stocked with them all: classic white Maddens, reliable Sperry’s, power Franco Sartos. Throw me a challenge, and I have the footwear to take it on.

The same can be said for our take on public relations. There’s no one shoe fits all approach—or at least there shouldn’t be. In 2019, we saw the PR industry continue to intersect with marketing. According to Business Insider, the role of data continues to dramatically impact how agencies approach campaign planning, execution, and measurement. Locally, our friends at the Indianapolis Business Journal reminded us that traditional media consumption is declining. Going into the year, we knew our PR closet had to have a good variety of shoes. For us, that meant a mixture of traditional media, new media, and community outreach tools. And as it turns out, curating a wide selection perfectly positioned us to realize some major client goals.

Indiana Fever

The Indiana Fever engaged our agency towards the end of the fourth quarter, and we were thrilled to sub in for the game. The Indiana Fever host their annual Inspiring Women Night event that welcomes women for a celebratory reception before the Fever take the court. They engaged us to help them better connect with local influencers to promote ticket sales and drive awareness of the event within the Indianapolis business community.

In 22 days, we were able to foster relationships with nearly 15 Indianapolis influencers who used custom ticket discount codes across their social media platforms and sold out the reception a week before it was scheduled to take place. Beyond the influencer planning, coordinating, and management, we were able to develop targeted pitches for local media. Perhaps the most rewarding aspect of this PR campaign was watching how the community embraced the event both onsite that evening and across digital platforms after it concluded.

By the Numbers 

18 pieces of coverage8.3M in coverage reach $80K earned in media value

We also helped keynote speaker Muffet McGraw score her first profile piece in the Indianapolis Star.

Indiana Legal Services

A statewide organization such as Indiana Legal Services (ILS) faces unique challenges and opportunities when it comes to connecting with the community. ILS’s provides services at eight locations across the state, where they work to meet the specific community needs—which means the specific civil legal services they provide can vary greatly by location. In 2019, we set out with a goal to leverage community partnerships and hyper-local media relationships to give ILS a better mix of local and national media coverage while, growing their exposure with program partner audiences.

By the Numbers 

523 pieces of coverage 342.7M in coverage reach $465.8k in coverage value

In the ever-changing world of PR, we know one thing: We always have to keep our eyes focused on the future. But as we look back on 2019, we’re proud of the value we’re offering our diverse clients using a mix of new and tried-and-true methods.

Interested in exploring your PR options or talking about the latest shoe trends? Let’s chat! Email me at