Positioning The San Diego Union-Tribune as the Most Trusted Sources for News

Challenge:

NST’s decade-long relationship (2002 – 2012) with The San Diego Union-Tribune, provided the media company with local and trade media relations support, issues and crisis management, and crucial counsel as the paper grew its community participation and experienced organizational changes. Throughout NST’s tenure with San Diego’s top circulated daily newspaper, the goal was clear – position the Union-Tribune as a trusted community partner and the leading source for news and information in San Diego.

NST developed an initial plan that would position the Union-Tribune’s reporters and editors as experts on various topics, build relationships with local media outlets and, over the years, generate buzz around the Union-Tribune’s growing community involvement through creating its own events and its sponsorship program.

The NST team was able to review future Union-Tribune feature stories to determine a "PR potential" with local broadcast outlets for cross-promotion, including things like the annual guide lists, events like Comic-Con International and even in-depth research reports with local institutions. Trade media was engaged through sharing business information and on-trend bylined columns. NST helped develop response plans for issues as they unfolded, including circulation changes; labor and union issues; crisis situations in the community such as fires, shootings, etc.; and messages to help the community understand organizational changes.

Results:

10-year relationship spanning NST’s initial work with public and media relations to the agency earning a "seat at the table" to provide counsel on issues and during crisis situations, and increased client communication

Secured attendance and community participation in events such as the Union-Tribune Race for Literacy, Holiday Food Drive and Union-Tribune Volunteer for Education partnership campaign with United Way of San Diego