Here we are at the end of another year — RoseComm’s 20th! It’s time to pause and reflect on 2023 and think ahead to what 2024 will bring. For years now, people have asked us whether the media landscape is *still* shrinking and if press releases *still* matter.
We tell our clients the media landscape is not shrinking, per se. But it does continue to change dramatically. And that means thinking about the most effective ways to tell stories across all channels: Paid, Earned, Shared and Owned (i.e., the PESO model).
Putting the Earned in PESO
Interestingly, despite all the changes in the way we communicate (sponsored content, influencer collabs, etc.), over the last 12 months, we saw a renewed interest in traditional media coverage. We firmly believe that if you’ve identified an angle that’s newsworthy to a journalist, you’ve got a great story to tell via social, your website, your email campaigns … you get the point.
We decided to look back on the countless stories we had the privilege to tell in 2023 and pick the ones that stood out for one reason or another. Our director of content, Mason Levinson, who has 20 years of newsroom experience, narrowed it down to the top 12 and the team ranked them in order of significance. So, with no further ado, I give you:
RoseComm’s “Greatest Hits” of 2023
1. Organization donates feminine products across the country in a pink van: This 2.5-minute segment on Good Morning America (GMA3) is dedicated entirely to telling the origin story of our client, I Support The Girls, and the way they responded to the pandemic with a multi-state road trip!
2. Teen Who Beat Cancer Saves Boy, 3, Struggling with Disease in Ukraine: Prepare to be inspired by this People story about a young cancer survivor who started a foundation to help other children with cancer. We met the Koenig Childhood Cancer Foundation as part of our ongoing work with the NonProfit HelpDesk in New York City.
3. We had ChatGPT take the CPA Exam — and it failed: ChatGPT continues to be a hot topic in every industry. As part of a thought leadership strategy for Surgent Accounting & Financial Education (KnowFully Learning Group), we landed an opportunity to collaborate with the industry’s top trade, Accounting Today, on an experiment that generated so much buzz even the company’s biggest competitor shared it on social.
4. Family Who Adopted Six Kids With Down Syndrome Is Gifted Epic Inclusive Playground: When our long-time client’s playground equipment was donated by Unlimited Play to this incredible family in Wyoming, we set our sights on a story that would reach parents everywhere. This CafeMom piece did just that!
5. In this community, buying a home is no longer a pipe dream: This powerful first-person narrative ran on NJ.com’s Mosaic, a new website that celebrates the state’s rich cultural diversity. Our client, the South Orange/Maplewood Community Coalition on Race, recently launched a homeownership program to address the racial wealth gap. The author, Noelle Perez, was one of the first to benefit.
6. Veterans, first responders who battle addiction call this Brielle man: Timed with Veterans Day, this profile of our client at Recovery Centers of America ran both online and on the front page of the Asbury Park Press. It also caught the attention of Governor Phil Murphy, who called our client to thank him for saving the lives of so many New Jerseyans!
7. Elevar commits $600M-plus to take Hengrui’s liver cancer cocktail to market in US and beyond: Our work in the life sciences space continues to thrive. We managed this significant announcement for our client, Elevar Therapeutics, which included a placement in Fierce Pharma, a leading pharmaceutical trade outlet. 2024 promises to be a big year for Elevar!
8. New HIPAA Privacy Rule would create financial burden: To support a lobbying effort in opposition to a proposed rule change, we placed this op-ed in STAT, a highly regarded news source in the healthcare industry. Authored by a health information management professional and a member of the American Health Information Management Association, it created a stir and also led to a larger piece in a peer-reviewed journal.
9. Philly youth program teaches conflict resolution, violence prevention: An innovative program to address the gun violence epidemic in Philadelphia was the focus of this Axios story. Our client, Specialized Educations Services, Inc. (FullBloom), runs Achieve Academy East, the school that partnered with Temple University to make it happen.
10. Harvard Law airman lauds ‘best kept secret’ for accessible education: Imagine going from “barely graduating high school” to Harvard Law. That’s the trajectory of this impressive young man thanks to the College Board’s College Level Examination Program and our client, Modern States Education Alliance, which prepares learners to pass exams that translate into free college credit. Read about his journey in Military Families.
11. How the Denver Colfax Marathon — and my daughter — inspired me to drop 85 pounds: When we were media training one of our clients at Cigna in early 2023, he shared a touching story about what inspired him to practice what he preaches every day: Prioritize your well-being and vitality. Cigna is the signature sponsor of the Denver Colfax Marathon and we placed this op-ed in The Colorado Sun right before this year’s race.
12. Trends 2024: Which universities will place greater emphasis on critical thinking?: Our client, the Council for Aid to Education (CAE), develops performance tasks used in the instruction and assessment of higher-order skills, including critical thinking, problem-solving and written communication. CAE’s chief academic officer was the focus of this University Business article that asked whether 2024 will be the year in which institutions get serious about the skills employers demand the most.
We’re excited to see what 2024 has in store for us and our clients. If we can help you think about your communications strategy in the new year, please reach out!