The Palm Beach Post’s coverage of Riviera Beach, FL has for years been limited to primarily crime stories before we began our marketing and PR program in August, 2013. They cited that too few residents subscribed to the paper, hence no reporter was dedicated to covering the city. We made the case that while circulation in the city was low, change was coming fast and the Riviera Beach story needs to be told. It’s one of the best investment opportunities in Florida, and the regional importance of the $375 million redevelopment of the marina is important to cover. In one year, perceptions about the city among residents, neighboring municipalities, the business community and government leaders throughout the region changed noticeably. We earned repeated positive media coverage in broadcast and print media and immediately challenged damaging reports when possible to ensure that the city got fair coverage based on facts. We made sure that the reporting tone was neutral and responsible. The change was effected through the city’s earned and owned media, on-site signage, striking mailers and collaterals, attention-getting advertising, the Believe In Riviera Beach slogan we applied to canvases throughout the city, and more.