OUR RESEARCH — MANUFACTURER PUBLIC RELATIONS
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:
- Generate local and regional publicity regarding the Bridesburg Cool Block Project and Rohm and Haas Company’s philanthropic contribution;
- Reinforce the Rohm and Haas Company commitment to the Responsible Neighbor Program;
- Highlight Rohm and Haas’ dedicate to corporate social responsibility;
- Inform Philadelphia-area consumers about the project scope and mission; and
- Educate local consumers about the cool roof reflective elastomeric coating, how it cools homes and conserves energy.
To maximize the internal and external value to Rohm and Haas a strategic media relations strategy was required.
OUR DELIVERABLES — MANUFACTURER PUBLIC RELATIONS
Furia Rubel employed a five-stage strategic media relations campaign designed to:
- Attract local and trade media attention from the inception of the project to leverage project-long coverage;
- Take advantage of summer heat waves to garner appropriate press coverage;
- Organize and execute a low-key media event at the site for maximum media coverage; and
- Tailor individual messages to key media including meteorologists, 50-plus and philanthropy publications, healthcare, consumer and chemical reporters
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.
