Thanksgiving is a time when we focus on the things in our life for which we are grateful. 

At MediaSource we’re thankful for the opportunity to be trusted by some of biggest names in health care to help them create brand journalism content and amplify it to get national exposure

Thanksgiving reminds us of an amazing video PR campaign with our client partner, Arnold Palmer Hospital for Children. A year ago our collective teams worked to make the “Thank You Project” go viral. Ten years after a tragic car accident, Kellie Haddock wanted to find the heroes that saved her son’s life and thank them. 

Successful PR campaigns require an agency and client to work together as true partners, which starts long before any content creation. 

The Arnold Palmer Hospital for Children and MediaSource teams worked in constant collaboration during the story creation process to make sure the content could be amplified in the biggest way possible to achieve national exposure. 

Our media relations team knew we needed top quality national exposure to drive readers and viewers to the story. The strategy focused on high impact earned media and viral feeds. Our relationship with the “Today” show garnered an exclusive in the highly desired pre-Macy’s parade spot on Thanksgiving Day. To secure this exclusive, the team provided specific elements created only for this media outlet.

The plan also included amplifying the campaign through viral media outreach efforts, which was strategically executed after the “Today” show airing helped the story start to spread.

Just like the video story, the results were breathtaking. 

  • 4.8 million YouTube views 
  • 99,000 Facebook views of Original post
  • YouTube URL: 23,000+ shares
  • Today Show URL: 12,000+ shares
  • Total Earned + Owned + Paid: 109 million in audience


We’re thankful to work in true partnerships with amazing health care institutions and tell the stories of their amazing patients. 

MediaSource is a media relations and content production firm that specializes in brand journalism tactics. From news media coverage to consumer video tactics, MediaSource partners with the nation’s top hospitals and corporations to get their message to targeted audiences. MediaSource is best known for delivering brand buzz by amplifying messages across both earned media and company-owned media channels.


AuthorColleen O'Morrow