Ewan Larkin of PRWeek writes about The Wall Street Journal’s strategy around raising awareness of the issues related to jailed reporter Evan Gershkovich.
Larkin writes, “The WSJ has prioritized emphasizing humanity in Gershkovich’s case, raising awareness about who he is as both a journalist and a person, according to a source familiar with the matter.
“As well as making Gershkovich’s content available through a dedicated microsite that is available for anyone to access, the WSJ has also published interviews with the journalist’s family, friends and colleagues. The outlet has also set up a system for people to send letters to Gershkovich and his family.
“Social media is a core component of the WSJ’s messaging strategy, too. The outlet has organized social storms, or designated times where members of its newsroom and others collectively post on social media about Gershkovich, promoting events and developments about the detained reporter’s case.”
Read more here.
