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TUNING IN

A blog dedicated to the world of broadcast and public relations

Monday, September 24, 2012

Satellite Media Tour Case Study: Ernst & Young

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Taking the Taxing out of Tax Preparation — 

As the adage goes, the only sure things in life are death and taxes.  And while we recognize “Tax Day” annually on or around April 15, there are precious few in this country that look forward to this day, because even if we don’t expect to owe money, the preparation process can sometimes be overwhelming.

Enter Ernst & Young LLP, a leading authority in tax preparation.  The company publishes the go-to consumer tax guide each year for those who wish to prepare their taxes themselves, but seek trustworthy guidance to effectively navigate the dynamic nature of tax laws and requirements.  The book is often referred to as “THE” tax guide among the popular tax guides, and Ernst & Young as the brand consumers trust most to guide them through this daunting process.  In the spring 2012, Ernst & Young prepared to release its latest guide and turned to News Generation to get the word out to television viewers with a satellite media tour.

In late January 2012 as tax season was beginning to heat up, Ernst & Young teamed up with News Generation to book interviews on national television networks and stations in top media markets to provide vital tax-preparation information to consumers.  Greg Rosica, an Ernst & Young Tax Partner and Tax Guide 2012 contributor, was made available to give practical, actionable information, educating consumer viewers about tax material organization and life changes and factors – anything from babies to houses to divorce that might impact their taxes.  News Generation targeted business and general news programs and networks with a goal of securing 20 high-quality interviews.  The satellite media tour setting is perfect for the topic, as it gives television anchors the ability to interact with Greg and customize their questions.  Given that taxes are one of the more complicated subjects, stations enjoyed the ability to ask follow up questions and delve deeper into particular topics of interest to their viewers.

The satellite media tour reached more than one million viewers across twenty info-filled, consumer-friendly interviews.  Nationally, an interview aired on First Business which has 108 affiliates across the country, including WMGM, the NBC affiliate inPhiladelphia and KCRA, the NBC affiliate inSacramento.  Fox Affiliates inLos Angeles, Seattle-Tacoma and Minneapolis-St. Paul conducted interviews, as did NBC affiliates inDenver, Albuquerque-Santa Fe, andDaytonOhio.

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