Media Relations Campaign

Charleston Veterinary Referral Center

OBJECTIVE:

Charleston Veterinary Referral Center (CVRC) is a specialty veterinary hospital located in West Ashley, SC. In order to raise awareness of the work CVRC does and of specialty veterinary medicine in general, Fetching was tasked with developing interesting story angles from the cases CVRC sees on a monthly basis. Through our conversations, the Outreach Coordinator let us know about a Goldendoodle named Joy, who had been diagnosed with a neurological disorder known as Myasthenia Gravis or MG. This was the very same disease that a character on the popular Fox TV series Empire had just been diagnosed with as well. Fetching capitalized on the momentum surrounding Empire by developing a pitch about how the disease can impact pets as well as humans. The pitch was sent to regional Charleston media outlets.

RESULT:

A reporter and anchor at the CBS affiliate in Charleston was a fan of Empire and was very interested to learn more about Joy’s story and her treatment at CVRC. The reporter interviewed the pet parents and the veterinary specialist at CVRC who treated Joy.  The result was  a broadcast segment that aired right as Empire‘s second season was premiering. The same story was picked up by three other stations, for a total of 252,287 impressions.