Challenge

In a broadcast media environment cluttered with always-breaking news on war, politics and other global events, persuade national television and radio outlets to develop heartwarming stories about the U.S. Transplant Games and the positive impact of transplantation.

Solution

Leverage the stories of celebrities who are transplant recipients and participants in the Games with national outlets that conduct celebrity interviews. Target niche outlets such as sports, African American and medical media. Position the stories of participating athletes who have had unique experiences and/or medical procedures as pioneering, undiscovered stories. Pitch the 50th anniversary of the first successful organ transplant as a “hard news” story warranting notice.

Results

Organ recipients Larry Hagman (Dallas) and Sean Elliot (San Antonio Spurs) have been covered on The View, Late Night with Conan O’Brien, Black Entertainment Television, Fox Sports Network, ESPN Radio Network and more. Fiftieth anniversary stories with the physician who conducted the first-ever organ transplant set for The Today Show and National Public Radio. Medical breakthrough stories and donor family and donor recipient reunions covered by CNN, Ivanhoe Broadcasting and others.

Feedback

Ellie Schlam, public relations director, National Kidney Foundation: “Haberman & Associates has played a critical role in our reaching our overall communications goals for the U.S. Transplant Games. Our project got the full attention and talent of the firm’s top media relations specialists who were available to us 24/7. In addition, we’ve developed a productive relationship year-round in which we bounce strategies, ideas and tactics back and forth in a way that is beneficial to both organizations.”