RUSSELL INNOVATION CENTER FOR ENTREPRENEURS (RICE)
OUR TASK
The Russell Innovation Center for Entrepreneurs (RICE) partnered with CNBetter Media to manage publicity and press engagement for a milestone announcement and on-site celebration. RICE received an $800,000 grant from Walmart.org’s Center for Racial Equity to support its PayPal Retail Academy, a groundbreaking initiative designed to empower Black business owners. Our mission was to secure widespread recognition for this landmark partnership while ensuring the on-site event was executed seamlessly and amplified through media coverage.
OUR SOLUTION
We developed and executed a strategic publicity plan that elevated RICE’s announcement locally and nationally, positioning the organization as a leader in racial equity and entrepreneurial innovation.
- Press Release Development & Distribution: Crafted a compelling announcement highlighting the Walmart.org grant and RICE’s impact, distributed widely via newswire and direct targeting of business, philanthropy, and minority affairs outlets.
- Targeted Media Outreach: Engaged Atlanta’s top media outlets across television, radio, print, and digital platforms to secure in-person attendance. Simultaneously, we leveraged national relationships and in-market stringers to broaden visibility beyond the local market.
- Event Management & On-Site Press Coordination: Credentialed and managed press on-site, providing media with access, assets, and timely updates throughout the full-day activation, which featured panels, mentoring, culinary activations, and entertainment.
- Post-Event Amplification: Extended coverage through recap distribution and exclusive media placements that spotlighted RICE’s leadership, mission, and partnership impact.
OUR RESULTS
- 234M+ newswire impressions expanding awareness of RICE’s Walmart.org grant announcement
- 174M+ impressions from 17 earned placements, including local, regional, and national outlets
- Strong Media Attendance: On-site coverage by CBS, ABC, NBC affiliates, Atlanta Journal-Constitution, The Atlanta Voice, and Rolling Out
- Prestigious Features: CEO Jay Bailey secured the GaBiz Magazine cover (Nov/Dec issue) and a feature profile on GaBiz’s digital platform
- National Visibility: Exclusive interview with Black Enterprise and follow-up features in Atlanta Business Chronicle, Atlanta Tribune, and Atlanta Daily World
This campaign amplified RICE’s visibility on every level—locally, regionally, and nationally—securing coverage that not only celebrated the Walmart.org partnership but also reinforced RICE’s credibility as a leading voice in entrepreneurship and racial equity.
Clients:
Russell Innovation Center for Entrepreneurs (RICE)
Project Demands:
Media Relations & Press Outreach, Event Production & Management, Thought Leadership & Expert Positioning
Project Demands:
Strategic Partnerships & Collaborations
Similar work.
CNBetter Media is a full-service public relations and integrated marketing agency helping big brands, small brands doing big things and captivating voices go from background noise to household names. Through a strategic mix of specialized services, we successfully help our clients get in position for the visibility they want and the recognition they deserve. The agency is based in Atlanta, Georgia, but equipped to serve the world thanks to a rock star team stationed across various U.S. cities with expertise across multiple industries.
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