The non-profit biomedical research organization, Van Andel Institute (VAI), engaged Truscott Rossman in an effort to raise statewide awareness of VAI’s impact and work. TR quickly learned VAI is constantly working on multiple, diverse initiatives that include scientific research, undergraduate and graduate education, fundraising, national partnerships and community engagement.
To increase public awareness and understanding of VAI’s work, TR recommended implementing a strategic media relations approach to promote VAI’s work without exhausting media relationships. Since starting, we’ve developed and implemented targeted media relations strategies and content for VAI announcements including the twentieth anniversary celebration, VAI’s Stand Up To Cancer partnership, events, new staff announcement and scientific discoveries. The more strategic approach has resulted in positive media coverage in key, desired outlets.
