Approach - Creative PR Tactics

Because we are a graphic society and print and broadcast media outlets use pictures to tell stories, Rosica creates and executes “mediagenic” events, photo-ops and television segments that command widespread attention.

Some examples of our creativity and execution:

Snow Skiing in August. To open a new luxury apartment building, the St. Moritz, located on the Hudson River overlooking New York City, our team created a downhill skiing event during the Athens Summer Olympics in August! Luxurious St. Moritz, Switzerland was the home of two past Winter Olympics, so this fun media event was topical and commanded media attention. TV cameras and newspaper reporters gathered to see our skiers descend the building’s 90-foot snow covered driveway. We created buzz for our real estate client, which generated inquiries and rental sales.

Bringing the Beach to the City. For a regional Melanoma Awareness Campaign, Rosica created the concept of bringing the “beach to the city” on a 50-foot flatbed truck. Models applied sunscreen and kids wore sun protective clothing as our physician/spokesperson communicated the campaign’s message. Our efforts generated TV, radio and news articles resulting in more than 20 million media impressions in less than 90 days.

The Lucky Chick Pamper Bowl. As NFL Conference winners were getting ready to do battle in the Super Bowl, Rosica secured a “Pamper Bowl” segment on the Sunday Morning News with a creative pitch targeting women on the day of the big game. The segment featured the Lucky Chick spokesperson with the company’s line of beauty products.

All the News That’s Fit to Race. Television news anchors competed for more than ratings in a shopping cart race throughout a Big Bear Supermarket that benefited the Children’s Hunger Alliance. The event was created to position this retailer as a caring member of the community. It garnered millions of positive media impressions -- television, newspaper and radio.

A Groundbreaking Idea. Youngsters wearing hard hats and wielding shovels to help break ground for the new Uncle Wally’s Bakery demonstrated our ingenuity. The television, radio and newspaper coverage we secured exceeded client expectations for the launch of this new company.

What’s the Point? For the re-launch of S&H Greenpoints (the digital incarnation of the famous stamps) we developed a strategy to send “green people” into a city prior to the company partnering with a local supermarket chain. The plan included people wearing green face paint and “What’s the Point?” t-shirts who were deployed in an urban center to generate “buzz.”

Cutting the Ribbon. To get the media to cover yet another ribbon cutting ceremony or Grand Opening ceremony you have to create a great picture. For Blend, a new dining venue in Ridgewood, NJ, Rosica did just that by developing a “mediagenic” ceremony wherein the Chef and Mayor of Ridgewood chainsawed an ice sculpture ribbon in front of the new downtown eatery with scores of onlookers, television cameras and newspaper photographers in attendance.”