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My goal was to shine a brighter light on the orchestra, here in Cincinnati, of course, but especially to increase its visibility outside the region. Rosemary brought insight and commitment to achieving that goal. She consistently shared a desire to achieve the best. I was pleased to see a whirlwind of media activity in a very concentrated period, and with positive results. I’m grateful for her creativity and energy."

— Paavo Järvi,

Music Director
Cincinnati Symphony Orchestra

Case Study:

Launch + Media Relations = Revitalized Image

The situation
The Cincinnati Symphony Orchestra was prepared to revitalize its image with the naming of a new director, Paavo Järvi.

The strategy
Rose developed a public relations strategy to realize three goals:

1. the launch of the charismatic 37-year-old director, showcasing him as a young, hip American firmly rooted in classical European traditions;
2. the repositioning of the venerable orchestra as a dynamic 21 st century organization of young, talented players; and
3. heightened visibility and respect for the orchestra nationally and internationally, as well as locally.  

The execution

• A press conference, streamed over the Internet, attracted all regional television, radio and print media, and 250 people identified as VIPs and constituents of the institution.
• Media kits (in English, German and French), with photos and video clips, were distributed globally.
• Interviews were arranged with The New York Times , Associated Press and other national and international media.
• Media luncheons were arranged in New York and Cincinnati with the new director.
• A national radio broadcast was coordinated through an NPR affiliate.
• A media blitz carried over nearly two years.

The results

• National coverage, including stories in The New York Times, USA Today, LA Times , Houston Chronicle, Cleveland Plain Dealer, Town & Country magazine, and many others.
• International coverage, including a cover story in a prestigious industry magazine.
• A 30-minute television interview broadcast nationally on A&E.
• PBS national telecast of the inaugural concert (90-minute show).
• NPR national broadcast of the inaugural concert.
• 180 TV news segments aired by Cincinnati TV stations in one year (valued at $193,000).
• Front-page coverage in Cincinnati Enquirer, Cincinnati Post , Business Courier and City Beat, and ongoing prominent coverage through the period.
• Radio coverage, including weekly interviews on WGUC in Cincinnati.
• Coverage in 36 newspapers and magazines, for a total of 216 news stories.
• New customers — 70% of single ticket buyers in the first year were new to CSO.
• 13% increase in number of single ticket buyers in one year.
• 10% increase in revenue from all ticket sales in one year.