Case stories No "news?" No problem!

No “news?" No problem!

  • Public relations
  • Earned media strategy
  • Media pitching
  • Healthcare
  • Health tech
News earned media for health tech company

The goal

Secure top-tier earned media without traditional announcements

 

With limited traditional news to announce, the goal was to generate meaningful earned media coverage that positioned the company’s benchmarking engine as a credible, must-watch resource for long-term care leaders—without relying on press releases or email blasts.

 

The strategy + approach

Creative pitching powered by proprietary data

 

Instead of waiting for “news,” KNB built a proactive PR strategy rooted in original data storytelling. The team:

  • Developed custom, insight-led pitch angles using the company’s benchmarking engine

  • Created highly targeted, 1:1 media pitches tailored to a top-tier industry outlet

  • Positioned the data as timely, relevant industry intelligence, not promotional content

 

This approach allowed the story to stand on its own—earning coverage based on value, not announcements.

The results (in just 12 months)

A full year of earned visibility from a single smart pitch

 

The campaign delivered sustained earned media impact and industry reach without any mass outreach.

 

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12

targeted
placements

 

No email blasts; just a 1:1 tailored pitch yielded a year's worth of earned media

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720k

potential

reach

 

With 60k monthly unique readers, this delivered highly targeted industry visibility

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$36k+

advertising value

equivalency (AVE)

 

Annual media value demonstrating strong ROI from sustained earned coverage

The impact

Proof that strong, proactive ideas can perform

 

By leading with insight instead of announcements, KNB helped the company earn a year’s worth of high-quality media coverage—demonstrating that smart PR strategy, paired with proprietary data, can drive visibility, credibility, and ROI even when news is scarce.

 

 

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