PR: VIDEO NEWS RELEASE & SATELLITE MEDIA ALERT Client: IDEXX Laboratories / Blue Ridge Pharmaceuticals Situation The broadcast component of the ACAREXX™ media relations campaign used television news and pet radio programs to reach cat enthusiasts and veterinarians. Solution The video news release featured graphic footage of earmites crawling deep within a cat's ear and under a microscope. It also contained veterinarian and owner testimonials. Hardcopies of the ACAREXX VNR and media kit were mailed to television news producers in metro areas with high cat populations. The VNR was also distributed via satellite after alerts were faxed to ABC, CBS, FOX and NBC affiliates in 210 designated market areas. Results showed that the VNR footage was well-received among television news producers. The ACAREXX VNR surpassed the industry average of 2.5 impressions by securing 43 airings in 28 cities including New York. Responsibilities Research, strategic planning, script refinement, prop selection, video production management, media kit creative, fax blasting, spokesperson pitching, follow-up media calls and client service.