Case Studies
Internal Revenue System: Tax Talk Today
Tax experts get the PR star treatment
Situation
L&M Production Design Group managed and produced Tax Talk Today®, a live, interactive, monthly webcast sponsored by the Internal Revenue Service (IRS) featuring a panel of IRS officials and tax experts discussing hot topics in the world of federal tax issues. L&M needed a public relations partner to handle pre- and post-webcast media relations activities to "get the word out," increase viewership and media visibility, and improve the quality of coverage.
The IRS had to:
- Identify opportunities for Tax Talk Today coverage outside of the usual pre- and post-webcast announcements;
- Develop contact databases for key media and professional organization targets; and
- Secure and track media coverage for pre- and post-webcast announcements.
Results
Boscobel developed a comprehensive system of "repeatable processes" to manage regularly occurring pre- and post-webcast PR activities. These processes included development and maintenance of key contact databases, as well as creation and distribution of news releases and media reminders.
Boscobel also launched a targeted bylined article campaign, pitching guest articles by a Tax Talk Today expert panelist to top-tier publications, securing panelist participation and authoring each article. On average, Boscobel placed more than 10 bylined articles a year, including a quarterly guest column in Investment Advisor, a key magazine for Tax Talk Today’s target audience.
Press hits for Tax Talk Today more than doubled each year with Boscobel’s support and contributed to a substantial growth in webcast viewership. Just two years after its PR launch, Tax Talk Today registered its 500,000th viewing — a major milestone for the program.