Executive Introduction: Michael Chihak, publisher of Tucson Citizen

Public Relations Case Study

Background:

When Michael Chihak was selected as the editor and publisher of the city's afternoon newspaper, LP&G was hired to re-introduce him to the Tucson community. Although a Tucson native and local journalist, Chihak left town to further his career with USA Today and later as publisher of a California newspaper. The Tucson Citizen was closely identified with the retiring high-profile publisher, and there were many questions about the paper's future. A targeted campaign was required to build awareness and confidence in the new publisher and the progressive changes he would be making.

Goals:

•	Re-introduce Chihak to the Tucson community
•	Remind the community of Chihak's Tucson roots
•	Explain plans for the future of the Tucson Citizen
•	Raise awareness of issues relating to the newspaper and the industry
•	Address uncertainty and rumors about the future of the Tucson Citizen

Strategy and Tactics::

•	LP&G counseled Chihak on important local organizations and community activities
•	Identified 200 key leaders with whom to connect Chihak
•	Developed speaking topics and materials
•	Developed a speakers bureau and scheduled speaking engagements at meetings of local organizations
•	Arranged radio and TV talk show interviews
•	Identified opportunities for Chihak to serve as master of ceremonies at charity and community events

Results:

LP&G's knowledge and relationship with Tucson's business community, the media and government leadership allowed for a thorough and timely introduction of Chihak in the community. In four months we had achieved the goal of raising awareness of new leadership and future plans for the Tucson Citizen.

Due to the success of this project, LP&G has received additional assignments from the Tucson Citizen including communicating recent structural changes in management.