Shining a Spotlight Via 50-state Strategy

In March 2010, Tricom was charged with developing and implementing a comprehensive media outreach strategy to release the report, “Unfair China Trade Costs Local Jobs.” A joint project of the Economic Policy Institute (EPI), an economic research think tank, and the Alliance for American Manufacturing (AAM), a labor-management public policy partnership, the report examined the massive job loss in the United States because of trade with China.

Tricom’s strategy was two-pronged approach. A national strategy focused on key national media centered around a conference call press briefing with Sens. Chuck Schumer (D-N.Y.) and Lindsey Graham (R-S.C.). Meanwhile, state-specific releases with state and congressional district data on jobs lost to China were sent to the media in all 50 states and the District of Columbia.

Tricom also helped create a web page on AAM’s website to disseminate the job loss data by state and congressional district. The page included an interactive map of the United States that allowed visitors to scroll over each state to see local job loss data.

This strategy resulted in both strong national and regional coverage. More than 35 reporters from major media outlets, including Politico, The Washington Post and others participated in a conference call briefing. There were more than 150 print and Web news stories produced, including wire stories from Associated Press, Reuters and Bloomberg, national stories in The New York Times, The Wall Street Journal and The Hill newspaper. We also produced more than 20 major radio and TV stories with national broadcast stories on CNN, MSNBC and CNBC. Regional coverage, by local and regional outlets from the state-specific releases, was strong in Alabama, California, Indiana, Michigan and various business journals nationwide.