The award-winning release, produced for the American Society of Plastic Surgeons (ASPS), resulted in more than a billion viewers and readers as well as $3.1 million in advertising value. PRSA asked Lisa Arledge-Powell, President of MediaSource for tips on producing a Bronze Anvil winning VNR.
PRSA: What’s the most important thing to keep in mind in producing a VNR, which I
understand you call the MMR?
MS: Our flagship product is the Multimedia Release (MMR) as opposed to the oldschool
VNR which was targeted only at TV media. Our MMRs are produced to achieve
coverage across all types of mediums including TV, online, print and radio.
The most important factor in a successful MMR is to be strategic in the story you select
and how you tell it. We take editorial strategy very seriously and advise our clients on
how to approach the story to achieve maximum ROI. When ASPS came to us with their
yearly trend report our team reviewed the detailed plastic surgery statistics and
developed a story line that focused on the increase in men getting plastic surgery. It was
the right choice because nearly every national media outlet covered our story.
PRSA: How did you get the media to pick up the story?
MS: MediaSource specializes in healthcare media relations so we have great
relationships with national health media. We leveraged those relationships and offered a
combination of downloadable MMR elements on our proprietary digital Multimedia
Newsroom as well as individual interviews with the plastic surgery expert for top tier
media. We embargoed the information and worked with the national media weeks in
advance of the release.
PRSA: Other than winning a Bronze Anvil award, how do you know when a MMR is
MS: Our media relations team pulls in data from multiple tracking services and provides
clients ROI in the form of advertising value and other measurements. For this project we
also have measurement from our client that shows plastic surgery increased 5% during
the time period that we were achieving media attention for the American Society of