A PSA on PSAs: Earned and Paid Media Campaign during Prostate Cancer Awareness Month

Client Goal: Generate statewide awareness and leverage the timliness of Prostate Cancer Awareness Month

The Prostate Cancer Awareness Institute of Virginia (PCEIVa) reached out to The Hodges Partnership for a month-long media relations campaign. Concurrently, PCEIVa asked Hodges to strategize and manage a paid media campaign to support the earned media effort. With a finite paid media budget, we recommended a layered approach focusing on digital publications that were read most by the target demographic of the campaign. Similar to the earned media strategy, knowing what we knew about the target audience, we focused our energies on the reporters and outlets that would have the most impact while leveraging a release distribution service for statewide dissemination. 


  • 1.8M media impressions
  • Two placements within the Richmond Times-Dispatch – a column by Bill Lohmann and the co-founders’ op-ed
  • Client shared that several individuals came forward after reading the RTD stories, requesting to join the support group

Why’d it work?

The Hodges Partnership has extensive statewide media relations experience – from large dailies to smaller, rural weeklies. We leveraged our exhaustive list for Virginia media relations to ensure we were hitting our target audience across all markets. Additionally, we understand the power of telling a good story, and Lohmann’s column was the ideal fit for sharing the value of PCEIVa to individuals with prostate cancer.