Due to the large target audience – the general population encompassing all backgrounds, income levels, etc., HBE implemented a media relations campaign seeking news coverage among Georgia’s highest watched/read media outlets. This included the four network affiliate TV stations in Atlanta, the Atlanta Journal-Constitution daily newspaper, and the Atlanta Voice, which serves African-American community. We also sought outlets targeting the business community. In addition to building a comprehensive target list of media, we also worked with our client to outline program highlights, specifically the teaching of inner-city youth de-escalation techniques and skills to settle disputes peacefully. HBE worked with Keith Millner, then the 100 Black Men of Atlanta chairman, and Joshua Byrd, who co-chairs the anti-gun violence committee and teaches the de-escalation courses, to build a compelling pitch and secure interview opportunities.

While gun violence is a trending topic in today’s press coverage, HBE maximized the opportunity to communicate the 100 Black Men of Atlanta’s piece of the conversation and convey their focus on peace by orchestrating a campaign kickoff event – a candlelight vigil commemorating victims of gun violence held at the (Martin Luther King Jr.) King Center. The event was open to the public and featured speaker and U.S. Representative Lucy McBath whose own son was a victim of gun violence. Following the vigil, HBE launched a full-on press outreach initiative to first secure local coverage, then regional, and finally national, aiming for organic growth and a trickle-down effect that would catch on as more and more press outlets picked up coverage from the initial placements. And that is exactly what happened.