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BPR’s Top 25 PR Projects: #21 The New Steel’s National Media Luncheon

When the Steel Market Development Institute (SMDI) wanted to spotlight the benefits of new automotive steel grades beyond its usual trade-focused media targets, Bianchi PR secured a media luncheon and press conference with national media at a top venue for global newsmakers: Detroit’s Automotive Press Association.

Just as the automotive “materials war” surrounding what material is best for automakers’ lightweighting targets was in full swing, this coveted opportunity put United States Steel Corporation CEO John Surma (U.S. Steel is a SMDI investor) in front of some of the nation’s top regional and national journalists. His remarks about how new steel grades will play leading role in achieving future fuel economy requirements carried SMDI’s key messages to its target media.

Bianchi PR’s media relations effort turned out an impressive 64 event attendees – from media outlets such as the Wall Street Journal and Associated Press — who covered Surma’s remarks and enhanced the credibility of SMDI’s compelling lightweighting story. This traditional publicity campaign was supported by numerous social media components, including live event tweeting and ongoing Facebook posts.

Overall, APA officers called this event one of the most successful auto supplier-related events in the history of the organization.

(Special thanks to Deanna Lorincz, senior director, communications, SMDI, and Jen Greenfelder, former director of communications – automotive market, SMDI, for allowing us to work on this special project.)

BPR’s Top 25 PR Projects is a biweekly profile highlighting some of our favorite client projects, as we commemorate Bianchi PR’s 25th year in business.