Reaching A National Audience With Police & Dog Encounter Training Series
Issue: In early 2014, the National Canine Research Council (NCRC), in partnership with Safe Humane and the U.S. Dept. of Justice Office of Community Oriented Policing Services (COPS), released a new video training series for law enforcement to address the problem of police and dog encounters, which too often result in lethal force against the animal. However, following a lightly-attended press conference and no media coverage of the series, NCRC let go of their previous agency and turned to Coyne to elevate the video series to a level of national awareness among law enforcement agencies and the masses.
Idea: NCRC research showed that more than half of intentional police shootings nationwide involve animals, most often dogs. Shining a spotlight on the prevalence and scale of the issue, while leveraging recently reported incidents to communicate the emotion of the situation, NCRC and Coyne created a targeted media relations campaign with the goal of raising awareness through national media coverage. The program kicked off with great success, as Coyne secured an Associated Press article featuring an interview with NCRC executive director Stacey Coleman, accompanied by a nationally distributed AP video featuring excerpts of the video training series. Efforts continued after the story’s release, capitalizing on the numerous dog-shooting incidents reported daily through media outreach in local markets offering the video series as the solution.
Impact: In four short months, Coyne successfully secured national and local media coverage for NCRC’s video training series, including MSN.com, Yahoo! News and USA Today Online, garnered 565 million media impressions with 98 percent featuring NCRC spokespeople quotes. Police departments immediately embraced and praised the videos, and prompted website traffic to increase by 708% and the video series reached 9,000 views, up from 2,000 three months prior.