The media industry is under fire. Under-resourced for the relentless 60-second news cycle, journalists are being asked to produce more with less. As a result, many now treat public relations professionals as partners in getting the job done. The key to a successful partnership? Quick and easy access to relevant news and information.
This trend played a key role in an award-winning campaign for Commissionaires, a not-for-profit organization with a mandate to provide meaningful employment for military veterans and former Royal Canadian Mounted Police officers. Commissionaires is Canada’s largest private sector employer of veterans. Yet, despite its over 90-year history, public awareness of Commissionaires its mandate and services was low.
The goal was to increase Canadian awareness of the employment challenges facing today’s veterans, and the important role Commissionaires plays in creating opportunities for them. It blended powerful storytelling and quality content to create a contextual narrative, “the best way of honoring a veteran is to hire one.”
Getting reporters what they need
The key to the success of the strategy was creating relevant, high-calibre digital content that was unbiased and easily accessible for reporters when they were seeking it most: on Remembrance Day.
The content was based on the findings of a national survey. The survey used a sample size large enough to yield meaningful national and regional insights across all of Commissionaires’s 15 divisions. The results illustrated that two-thirds of Canadians believed that over the previous five years, veterans had difficulties finding civilian jobs following their military service. A comparison between the 2015 and 2014 survey results revealed a 40 percent increase in the number of Canadians who believe Canada’s support for veterans is inadequate.
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