BATON ROUGE—The Chamber of Greater Baton Rouge has hired Fleishman-Hillard to secure positive coverage of the city in national newspapers. The account is believed to be worth up to $150,000.
The chamber worked with a local PR consultant to develop the Capital Area Public Relations Initiative, a pilot program that will try to tell some of the city’s success stories to national media. An indication of how difficult that could be came last week when a Wall Street Journal article on corruption in New Jersey described the state as “Louisiana North.”
“We have a lot of great things going on… and we’re not seeing those stories getting [coverage] in the national realm,” chamber president Jimmy Lyles told local reporters. “If we’re trying to attract more research firms, we want them to know we have successes here already.” The initiative will emphasize the area’s biotech, healthcare, and information technology sectors.
Fleishman will be expected to place at least one story a month in a major national publication and provide “a three to one return on the investment,” meaning that for its $150,000 budget the firm will be expected to generate coverage valued at $450,000 in advertising equivalency value, according to the Chamber’s newsletter.