Media relations
"Side Effects"

Challenge

A Wisconsin-based movie producer approached Mueller Communications to build national awareness and publicity for an independent, fictional film regarding the pharmaceutical industry prior to its Midwest, national and international premieres.  Since the independent film was created on a budget of a mere $200,000, Mueller Communications needed to garner extensive national media coverage with an equally limited budget. 

Solution

Using an uncommon approach to promoting films, Mueller Communications chose to avoid film industry publications and entertainment reporters and instead focused on the theme of the film, which exposed the humorous, but dangerous realities of the pharmaceutical industry from an insider’s perspective.  Filmmaker Kathleen Slattery-Moschkau spent a decade of her life working for the pharmaceutical industry and had real life experience to bring to the film.  Mueller Communications utilized this angle to secure significant exposure and credibility for the film.

Results 

Mueller Communications secured major national media coverage in television, radio, print and electronic media surrounding the “Side Effects” Midwest, national and international premieres, including the following:

Broadcast Coverage:

• CNN’s American Morning with Soledad O’Brian
  
• Gary Null Associates’ documentary on the pharmaceutical industry
  
• Talk Radio Networks’ nationally syndicated Robert Scott Bell Show
  
• Wisconsin Public Radio
  
• Healthy Talk Radio’s nationally syndicated Deborah Ray Show

Print Coverage:

• Associated Press 1,000-word article picked up by over 44 major media outlets including the Los Angeles Times, Forbes, BusinessWeek, San Jose Mercury News and the Miami Herald
  
  
• USA Today 800-word feature article picturing two stills from the movie, the film poster and a photograph of writer/director Kathleen Slattery-Moschkau
  
  
• Denver Post article
  
  
• British Medical Journal article, the top-rated Physician’s publication in the world
  
  
• The Economist article

Internet Coverage:

• Press releases featured on several film and pharmaceutical Web sites
  
• AOL News
  
• Yahoo! News
  
• Business Week Online

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