CS Media Relations

Business Development Bank of Canada

BDC has relied on Benchmark for its media relations activities in Saskatchewan and Manitoba for more than five years. Our main responsibility is to promote the Young Entrepreneur of the Year Awards in both provinces. Benchmark has been contracted to promote the awards to encourage entrepreneurs to apply; to promote the provincial finalist in a national competition; and then to promote the national champion if that individual is from Saskatchewan or Manitoba. In 2013 the winner was from Saskatchewan, partly because of the high profile that we were able to provide for the company through our media relations efforts.

Our typical approach has been to use BDC and previous Entrepreneurs of the Year recipients as spokespeople and to arrange for media interviews throughout the province. For smaller media outlets that do not have the resources to interview these spokespeople, we provide media releases, backgrounders and other camera-ready materials.

Benchmark has also assisted BDC by promoting Small Business Week, conducting media tours for its Chief Executive Officer, and providing media relations for a national Aboriginal youth summit on entrepreneurship.

Cirque du Soleil

The Cirque du Soleil is the largest theatrical company in the world. However, when it planned to stage its Dralion performance in Saskatoon, it experienced sluggish sales for the event. The company decided to increase its media relations activities by contracting Benchmark.

We began an aggressive media campaign to educate the public about the performance and its showtimes. Telephone interviews were arranged with the show’s star performers and articles began appearing on local radio and in local newspapers. Social media sites were also targeted with promotional methods. In-person interviews were later arranged for the show’s technical director and other performers.

The day before opening night, Benchmark scheduled media tours every thirty minutes for reporters to meet the performers and technicians, and to see first-hand how the show was produced. Due to the popularity of the tours, Benchmark employed three media relations officers that day to ensure the tours went off without a hitch and that reporters were provided with enough resources to promote the show.

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