Strategy

As this represented Morreale’s first public relations campaign beyond Illinois borders and one with the potential for international reach, our strategists first conducted a needs assessment with the typical Versiti media relations specialist, who would be unavailable to assist with the effort due to a personal scheduling conflict. It was determined publicity for this unique opportunity would be best served by a combination of paid and earned media and done in collaboration with the Congressional Office for International Leadership. In addition to a press release scheduled for distribution simultaneous with the delegation’s on-site arrival, Morreale embarked on media list development and proactive outreach with local correspondents most likely to visit Versiti’s campus and interview senior executives. A full media kit, complete with Versiti brand materials and assets from Washington, D.C., was shared with those reporters who responded to an invitation for behind-the-scenes glimpses of educational sessions setup to support the Ukrainian people at a desperate hour.