It may be part of a strategy to gain "earned" media or to manage an issue on behalf of a client. Whatever the goal, telling a story through media requires expertise. The Fuse team works closely with a number of clients to ensure they have a healthy, working relationship with one of their most important stakeholders.

Canadian Centre on Substance Abuse, Release of the 2006 Cost of Substance Abuse Study

Challenge:
CCSA was releasing its first Cost of Substance Abuse study since 1996. This study was complicated and filled with statistics and data that were hard to interpret. Once deciphered, the information was very compelling.

Action:
Fuse was hired to support media relations efforts surrounding the release of this study. Fuse developed a media relations plan to target key national mainstream media and helped craft basic key messages around the results of the study. Fuse wrote the news release, the spokesperson Q&A, helped create the media list, drafted the media pitch, and helped to pitch the story to key editors and reporters. Fuse also provided onsite support on the day of the release to coordinate interviews and provide feedback to spokespersons being interviewed.

Results:
The cost study was covered by 151 print and electronic media, including the Globe and Mail, National Post, Canadian Press, CTV, CBC-TV, CBC radio, etc. The print media reached an impression count of 3 771 765. Most importantly, the print articles were accurate and on message with CCSA's desired outcomes, as articulated in the communications plan. On the day of the release, 90 different television clips covered the cost study and aired on 35 regional and national broadcasts. During the week of the release, the study was downloaded from the CCSA Web site 2038 times.