Advertising « PRGN Case Studies

By: Prgn  11-11-2011
Keywords: Public Relations


The UCLA Anderson School of Management is building its reputation as a leading institution for international business management graduate students.� Dean Judy Olian is traveling to select countries to meet with media and business leaders to highlight the school’s capabilities.


UCLA contracted Valencia, Perez & Echeveste Public Relations (VPE) in Los Angeles to arrange a media tour for Dean Olian with key business and media leaders in Monterrey and Mexico City in early November 2007.� VPE utilized PRGN partner agency Guerra Castellanos & Asociados (GC&A) in Mexico City to handle on-site logistics.�


VPE and GC&A developed a strategy that included the following key elements:

  • A series of one-on-one interview sessions with leading business reporters and columnists at top-ranking media outlets in Mexico City and Monterrey
  • Scheduling a live, 15-minute business radio broadcast with Dean Olian and prominent Mexican business leaders who are UCLA graduates
  • Inviting key editorial writers and columnist to attend a round-table meeting with top-level Mexican business leaders

Keywords: Public Relations

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