Public Relations Assistance When Client is in a Crisis - Pingree Detroit Theft

I got an emergency call from my client, Pingree Detroit, early Sunday morning—someone had broken into their workshop. It was heartbreaking. This is a company known for giving back, creating handcrafted leather goods by veterans and Detroiters using upcycled leather from the auto industry. They’ve turned waste into opportunity and purpose, and now they were victims of a senseless burglary. The damages add up to thousands and thousands of dollars, and much of what was taken—tools, materials, and personal items—can’t be replaced. Pingree Detroit was looking for how to manage the media to try and track the criminal and also ask the community for support.

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MEDIA COVERAGE SUCCESS

• Total National TV Audience: 1,194,536

• Total National TV Publicity: $255,385

• Total Local TV Audience: 1,194,536

• Total Local TV Publicity: $255,385

• Total Online News Audience: 319,530

• Total Online News Publicity: $11,726

• Total Social Followers: 800,000

• Total Social Publicity: $20,000