When opportunity presents itself for a client, a good PR firm is able to recognize it, seize it, and take advantage of it for the client’s benefit.  Such was the case at 11:00 AM on

Tuesday, December 5, 2006, when R&J Public Relations received a telephone call from its client, Good Samaritan hospital, notifying us that 3 sets of twins were born at the hospital within a 12-hour period during the night shift, and all were birthed by the same obstetrician.

This anomalous event was sure to be a winner for the hospital from a publicity standpoint, but only if the agency could jump on it quickly, secure approvals from the new moms and dads, and excite the press enough to come out to cover the story.

R&J quickly jumped into action, and dispersed our resources so that this unique opportunity could be exploited for the benefit of our client.  Our media relations staff quickly hit the phones, and began calling the television stations and newspapers.  One of the agency principals, who happened to be driving from an appointment in the area, diverted to the hospital to coordinate the hoped-for media onslaught.  Writers prepared background materials and media alerts. 

R&J was able to persuade the media to cover the story in a very big way!  Our efforts yielded:

- WABC Channel 7 Eyewitness News Feature (11:00 News)

- ABC Good Morning America spot (re-packaged from the Channel 7 piece)

- WCBS Channel 2 News Feature (6:00 and 11:00 News)

- WWOR My 9 News Feature (10:00 News)

- WCBS NewsRadio 88 Feature (Replayed 8 times)

- News 12 Rockland (beginning at 6:00; replayed 9 times)

- The Journal News (largest area daily newspaper)

- Rockland County Times (local weekly newspaper)

This one-in-a-lifetime event generated media placements on national television, on three

television stations in the largest media market in the country, on network radio, on local cable television, and in the two most important and visible print outlets for the client.