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Public Relations

Recently, three national organizations--Development Dimensions International (DDI), The Gallup School of Management, and TRAINING Magazine -- retained Hawthorne to promote the results of a nationwide study about American workers' attitudes towards job training. Hawthorne Media worked with the three organizations to define the key research findings and promote the study to major broadcast outlets and print publications across the United States.

Hawthorne Media developed an exhaustive list of business editors and workplace reporters from major media outlets. We developed a press release outlining the research findings and providing background information on each sponsoring organization. The press release was distributed to our database of media outlets and through BusinessWire.

Approximately two weeks before Labor Day, we began contacting the media and pitching the study as a great Labor Day story. Each business editor and/or reporter was contacted by phone, fax, and/or e-mail. We also developed a pitch document to assist representatives of the sponsoring organizations in citing key points of the study during interviews.

As a result of our media outreach efforts, 38 television and radio outlets across the United States broadcasted information about the survey, including CNN, CNN Headline News, Bloomberg News, MSNBC, the ABC Network, and Fox News. In addition, 39 newspapers and magazines -- online and print -- ran the story. Hawthorne Media also secured interviews with the Associated Press for both print and radio, Bloomberg Business Radio, Lifelong Learning Market Report Newsletter, Recruiting Trends, Projects Online Magazine, KDKA-TV, the CBS affiliate in Pittsburgh, and FYI Industry Insight.