Rohm and Haas Company was a specialty materials business that made products for the personal care, grocery, home and construction markets, and the electronics industry. Rohm and Haas provided a grant to the Energy Coordinating Agency which used Rohm and Haas cool roof elastomeric reflective coating to coat a block of roofs in the Bridesburg section of Philadelphia. The company retained Furia Rubel to provide the manufacturer public relations services when it launched a product that would lower heat in row homes.
The objectives were to:
To maximize the internal and external value to Rohm and Haas a strategic media relations strategy was required.
Feature stories in trade publications
From State Rep. Ellen Bard Environmental Resources & Energy Committee Member
Furia Rubel employed a five-stage strategic media relations campaign designed to:
As a result of a strategic and focused Philadelphia media campaign, the Bridesburg Cool Block Project resulted in more than 8.3 million media impressions, reached radio listeners and television viewers in the Greater-Philadelphia area including Southeastern Pennsylvania, Southern New Jersey and Northern Delaware and reached trade industry readers across the United States.