A MEDIA RELATIONS STRATEGY THAT EDUCATES AUDIENCES AND IMPROVES EXTERNAL MESSAGING
CLIENT
Detroit/Wayne County Port Authority
KEY SERVICES
Strategy Development, Content Planning, Media Relations, Social Media
THE CHALLENGE
The Detroit/Wayne County Port Authority, a government agency that works to advance southeast Michigan’s maritime industry, needed help raising awareness of its activities and educating metro Detroit on the resources it has available.
OUR APPROACH
WayPoint partnered with the Port Authority to leverage strategic marketing communications activities focused on establishing a strong media relations foundation and defining the Port Authority’s messaging. Our team knew that education was a critical component of this plan and educating the media on what the Port Authority does would be the biggest hurdle.
The first deliverable involved developing consistent and clear messages, which are the building blocks of every good communications campaign. Through an interactive messaging exercise, we identified key messages that resonated with our defined target audiences and integrated them with existing messages.
With consistent messaging in place, our team worked to achieve positive media coverage for the Port Authority through a multi-pronged approach. Focused on media relations fundamentals, WayPoint developed a media list, engaging and informative fact sheets, and social sharing opportunities.
All of these activities were building blocks for our main media relations focus: a media trip down the Detroit River. Our team identified key media and invited them to visit and learn more about the importance of shipping and the ports. During the trip, influential media contacts learned about the river and ports firsthand while the Port Authority was able to effectively communicate its core messaging.
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