Real Estate|Construction

Public Relations - Media Relations

Situation

In early 2001, c21 was retained by BellSouth Corp. to promote its Atlanta Metro Plan project (AMP), and particularly, the opening of the first of three business facilities.

Challenge

Develop, promote and place three distinct story angles, and obtain as much publicity as possible in four months.

c21 Solution

c21's PR plan included developing a press kit that would showcase the value of the Metro Plan facilities, along with customized pitch letters that were developed to pique interest from national and local media. One letter pitched BellSouth's unique workplace programs and employee benefits - through the facility design and proximity to transit; a second letter focused on the facility, its unique creation process, amenities and interior design; and a final letter pitched the company's commitment to saving Atlanta from traffic problems. We then disseminated the appropriate information, along with visuals, to more than 100 media outlets and conducted extensive phone and email follow-up.

On the facility's opening day, we also coordinated a press conference - giving reporters access to tour the facility and interview all principals in the AMP development process.

Results

We obtained more than 15 media placements/feature stories in local, regional and national media outlets on the BellSouth Atlanta Metro Plan in four months, and netted coverage from six local television and print outlets at the press conference. The placements allowed BellSouth to reach more than 75 percent of its target audiences.

In addition, the Atlanta Metro Plan gained recognition locally and nationally for its proactive approach to employee and regional transportation issues, including winning an award from the Atlanta Regional Commission. c21 also won a 2001 PRSA Phoenix Award for the project.

"I am certain that this award is due in large part to the grand PR planning and execution c21 did around the Metro Plan this time last year. And I do mean that. We're still getting calls off of that effort."

Joe Chandler, director media relations, BellSouth Corporation