Axia Public Relations’ media relations services delivered coverage in USA Today and more than 250 other top outlets for Louis Berger’s hurricane recovery efforts in Puerto Rico.
Louis Berger, a global corporation that solves infrastructure and development challenges, reached out to Axia Public Relations to manage a national media relations campaign. Louis Berger is a top federal contractor working toward emergency recovery efforts for Puerto Rico’s electrical grid after Hurricane Maria hit on Sept. 20, 2017.
With Louis Berger’s cargo ship leaving port in Jacksonville, Florida, headed to Puerto Rico with more than 300 power generators, Axia successfully leveraged existing relationships to quickly coordinate drone photography and video footage – despite tight restrictions for port access – within 24 hours. The visuals helped paint a picture and tell the story of Louis Berger’s important role in Puerto Rico’s recovery.
The Axia PR strategy
Axia’s relationships with top-tier national news media outlets was a key component of the media relations campaign to build awareness and position U.S. division President Tom Lewis as an expert source and thought-leader.
In the first days of the campaign, Axia immediately reached out to journalists covering Puerto Rico’s power grid and alerted them of Lewis’ availability for interviews, expert insights, and thoughts on how to implement solutions to get the job done. Timeliness was critical for media pitching, considering the 24/7 news cycle and how many reporters were actively covering efforts in Puerto Rico.
Axia monitored media outlets, social media channels, and blogs for contacts who were actively covering the hurricane’s aftermath and encouraged each to cite Lewis as an expert source.
After more than 500 media pitches, multiple targeted media lists, and a variety of creative pitch angles, Axia's media relations efforts earned Louis Berger more than 300 earned media stories. Those stories reached more than 665 million media impressions with more than 7,049 social media shares.