New Media Strategy

The discussion of the role of business in society is worthy of far more than a press conference and news release; it's worth a conversation.

The biennial State of Corporate Citizenship survey is the only survey vehicle that measures the corporate citizenship attitudes and behaviors of large, medium, and small companies. The report is certainly "news." Even more, it provides an opportunity to engage a variety of communities in a conversation on the role of business in society ("corporate citizenship"). Rosenberg Communications developed a promotion plan that included traditional media outreach but also focused heavily on new media and a word of mouth strategy to spark that conversation. The centerpiece of this plan, which was awarded a gold MarCom award by the Association of Marketing and Communications Professionals, was a collaborative, time-limited blog that promoted the report's findings and explored other themes of corporate citizenship. Rosenberg Communications coordinated the development of the blog, the recruiting of the blog's illustrious group of contributors, marketed the blog, and served as primary content and site editor.

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