Results

  • 8,850 Media placements

  • 400 Original Stories

  • 361M+ Impressions

  • 50+ Reporters Tuned In


Placement for a quote in this case study if there was one.
— This is the person who said it, this is them

 

Infectious disease (ID) is the second leading cause of death worldwide. ID specialists are trained to deal with bacterial, fungal and viral infections, and their expertise is critical to protecting public health.

Yet the specialty faces significant threats from changes in the healthcare system and a decline in interest from new doctors coming into the profession. 

To reverse this trend, the nation’s leading ID-related organizations joined forces to host a comprehensive conference on infectious diseases. 

IDWeek retained Public Communications Inc. for its second year to increase awareness of the meeting and the importance of the ID specialty.

And it worked. 

The 2013 conference generated more than double the media coverage of the inaugural IDWeek through an award winning campaign that reinforced the value of the new meeting and ID specialists in general. 

Solution

 

Making national headlines happen isn’t the result of PR magic. 

We work closely with our clients to understand their challenges, identify opportunities and think strategically with them to create a game plan.

Then we work hard to make it happen.

 

How did we do it?

We established the meeting as a “can’t miss” event for healthcare reporters – 34 of whom attended on-site newsroom hosted by our team and 27 of whom participated remotely. 

We combed through more than 1,500 abstracts to find the most newsworthy subjects and worked closely with doctors and media to help share the story while simultaneously reinforcing key messages about ID specialists

 

The result? 

A story about a new “poop pill” – with serious positive implications for public health – swept the nation, and a study on antibiotic overuse in strep throat and bronchitis raised awareness about the importance of their appropriate use.

Tactics

 

Evaluate 1,500 abstracts for newsworthiness.

Develop media relations strategy and materials.

Coordinate on-site press conferences.

Provide speaker training.

Handle media pitching, correspondence and interview coordination.

Host a full-service on-site newsroom.

Provide large doses of our midwestern ethic of hard work and kindness to win over doctors, reporters and event staff.


IDWeek 2013’s success established a new model for infectious disease meetings going forward.

We now manage this annual event and continue to help ID specialists protect public health through greater awareness.