ATU Local 689 President Jackie Jeter (center) joined with other executive committee members to comment on deadly June 22 Metro train crash.

Case Study | California Newsreel

Race - The Power of an Illusion (www.newsreel.org)

Client: California Newsreel is the nation's oldest nonprofit documentary production and distribution center, dedicated to disseminating social interest films and videos.

Challenge: Newsreel engaged McKinney & Associates to generate media attention for the April 2003 broadcast of its powerful three-part documentary series Race - The Power of an Illusion. The series examines the concept of race through the lenses of science, history, and social institutions.

Solution: Up against the Iraqi war which launched the week of the series national premiere, McKPR coordinated a “wide net” strategy to major media, Black press, web-based media and African-American opinion leaders. The firm used characters in the documentary to generate local coverage and engaged reporters, editors and columnists who are generally interested in the cross-cutting content that the series projected.  Messages embedded in Race were teased out to inform pitches and media materials, including the creation of a Race Literacy Quiz that served as the prelude to coverage on the NPR flagship program All Things Considered.  McKinney successfully attracted attention for Race from the nation's leading media including NPR, Washington Post, Chicago Tribune, Newsweek and Philadelphia Inquirer.  The New York Times penned a “Public Lives” profile on Eugene Burnett, a World War II veteran who was featured in the series.

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Gaining the attention of editors, producers and the gatekeepers of the news requires skillful communication and persistence.  Former journalists laid the foundation of the firm. We understand how media works and enjoy extensive contacts with key people in local, regional and national news. And, we are adept at engaging specialized news organizations. 

Our service area includes the following activities:

• Commentaries, Opeds and Letters to the Editor
• Media Monitoring, Tracking and Analysis
• Media Training
• Press Conferences, Briefings and Media Events
• Production of Information Kits
• Regional Tours
• Satellite Radio Tours
• Story Placement