The journalist as the audience: Evaluating the U.S. Navy’s “Sailor for a Day” campaign

Abstract

This study demonstrates how focusing on the journalist as the audience of a media relations campaign can result in significant positive media coverage. Specifically, we examined the U.S. Navy’s “Sailor for a Day” campaign that invited media to experience a day in the life of a U.S. Navy sailor aboard an aircraft carrier. We propose that the “Sailor for a Day” campaign successfully influenced journalist perceptions and media coverage because 1) the pitch tied to programming needs; 2) uncommon access was granted; and 3) the journalist experience was a prominent feature of the media pitch.