The Four Star Debate program was a collaboration between Saxum Public Relations, General Tommy Franks Leadership Institute, National Center for Policy Analysis, The Academy of Leadership & Liberty at Oklahoma Christian University and King’s Academy in Madaba, Jordan. The program is a leadership development and debate camp for high school students from across the nation. In 2010, 24 U.S. students gathered to learn from top political experts about one of the most important political issues of our day and had the opportunity to meet and debate with 24 Jordanian and Middle Eastern students at the King’s Academy in Jordan.
Recognizing the importance of promoting positive dialogue in the U.S. and abroad, Saxum’s task was to provide comprehensive public relations services, including strategic counsel, international and national media outreach, social media implementation, video development, on-the-ground assistance and overall coordination of communications efforts.
Our team faced the challenge of coordinating efforts among four different clients, each with unique objectives and goals. We also faced challenges in securing national and international media with strict limitations put in place by the Royal Hashemite Court of Jordan. Saxum served as the point of contact for questions from all media and was responsible for developing messaging and assisting the client with various needs throughout the program. Saxum also assisted in the coordination of video interviews and outlines for videos that will be developed to promote and market the program for upcoming years.Read Full Case Study
After assessing the limitations, Saxum organized a plan that would reach target audiences through strategic media relations. The firm determined the best way to promote the program was by targeting media markets where we could customize stories about students, speakers and organizers involved in the program. The campaign featured unique pitches to print, broadcast and Web media, editorials and press releases to maintain a flow of positive buzz leading up to and following the program. Saxum also worked closely with King’s Academy press team to overcome limitations and secured national and international media with their consent.
Promotion of the program resulted in approximately 70 media placements in local, national and international outlets. Saxum also generated excitement and “buzz” about the event by producing content for several social media channels, including Facebook, Twitter, as well as coordinating posting of blogs about the program. The media placements before, during and after the program have reached an estimated audience of more than 1.3 million individuals to date.