Long before annual reports and PowerPoint decks, stories were how we passed down what mattered and made sense of things too big to hold onto any other way.
Public Relations: The Glue That Holds Together Communications and Marketing
Asher Agency’s public relations outreach on behalf of our clients is one of the most effective overarching communications tools while offering a big bang for the buck.
If you need public relations strategy or are not currently using earned media outreach in your communications and marketing efforts, we would be delighted to speak with you.
Our track record of landing local, regional, and national media placements is solid, with our team being skilled at offering content strategy, writing, pitching media, tracking placements, leveraging PR results, and evaluating its benefits.
Earned media content creation and distribution of news releases, opinion-editorial pieces, or blog posts are very efficient during all stages of an integrated marketing communications campaign:
- Launching a campaign with a strong call to action
- Supporting events, digital or traditional advertising
- Announcing events or sharing the news or action from it
- Conducting one-off PR assignment
- Managing crisis and reputation management
Quite simply, public relations is the glue that helps a communications campaign or brand building stay together and keep going.
And PR efforts work well with sharing your news and call to action on all social media channels. Those you are trying to reach will see you in the news as well as your employees, key stakeholders, and customers.
Regular conversations with our clients help create winning content on their events, achievements, milestones, anniversaries, donations, new store openings, funding awards, and other topics. We specialize in news releases, readable feature stories, and persuasive op-eds & blogs to boost your organization and its brand as well as the current campaign being executed.
Our PR efforts are also measurable, as we use a proprietary tool to compare earned media placement to an advertising equivalent, or AVE.
We also offer customized in person or virtual media training to help you or your spokespersons be on message and comfortable with communicating with broadcast and print journalists and key influencers. Whether it is to support a comprehensive communications campaign or one announcement, we have you covered and will be with you every step of the way.
Examples of our PR Prowess
American College of Sports Medicine
For the past 11 years, Asher has helped ACSM and its philanthropic partner Elevance Health Foundation announce the fittest cities in America. More than three hundred media outlets carry the story, including USA Today, NBC, ABC, Fox Business, Sirius XM, iHeart Radio, The Weather Channel, The Boston Globe, MSN, Men’s Health, Runner’s World and Club Industry. The USA Today bonus video coverage of the fitness index video has a reach of 65 million-plus.
Indiana Secretary of State
Following the highly contested 2020 election cycle, the Indiana Secretary of State partnered with Asher to develop an education outreach initiative to combat voter apathy, encourage voter registration, and reinforce the importance of civic participation during the polarized political environment. Asher conducted extensive research targeting three segments: voters, infrequent voters, and non-voters, focused on current attitudinal information of the voting public. Using this information, Asher created an omni-channel marketing campaign with two concentrated time periods of Primary Election and the General Election.
Results:
- More than 29 million impressions
- Digital performance exceeded projections by 5%
- 3% click-through rate
- Negotiated an additional $23,000 in media value
Responsible Battery Coalition
Asher supported the Responsible Battery Coalition’s public education efforts to increase awareness of safe battery disposal and recycling. Through strategic messaging and media outreach, the campaign helped educate consumers about the environmental and safety risks associated with improper disposal while encouraging responsible recycling behaviors in communities across the country.
Indiana Department of Health
Asher partnered with the Indiana Department of Health to increase awareness and understanding of childhood immunizations among parents and caregivers. Through clear, practical, science-based messaging and targeted outreach, the campaign built trust with the audience to address common concerns while helping families make informed healthcare decisions and reinforcing the importance of routine vaccinations.
$373k
Advertising Equivalent
New River Gorge Regional Development Authority
The largest economic development authority in Mountain offered updates to its stakeholders and citizens through news releases and opinion-editorial thought pieces on a myriad of topics, including trends, grant announcements, new and existing business successes, and outdoor recreation opportunities. In 2025, our media tracking identified.
- 335 media placements
- Over 1 million people reached
- An advertising equivalent of $373k
Wings Etc.
Asher strategically plans all PR efforts for Wings Etc., including press releases, media outreach, custom pitches, tracking, and reporting. We have provided Strategic PR for industry content and media, co-op announcements, local franchise- and corporate-owned locations, and anniversaries, fundraisers, events, and more.
- More than 470k impressions annually
- Total AVE +$150k annually
For three decades, Wings Etc. has been delivering Good Food, Great Times to loyal customers, sports fans, families, and wing lovers. To mark this major milestone, the brand turned to Asher to create a campaign featuring digital, radio, and PR that would celebrate the anniversary in true Wings Etc. style, while also bringing a little extra to the party—increased traffic and sales. Asher crafted a layered, multi-channel campaign designed to maximize impact across all Wings Etc. locations. The strategy combined targeted radio placements and paid social media content on Facebook and Instagram, ensuring the 30th Anniversary Birthday Bash reached customers across every market. The 30th Anniversary Birthday Bash exceeded expectations, proving that the right strategy can turn a celebration into a business booster. Showcasing irresistible deals on wings and schooners of beer, the campaign was more than just a party—it was a can’t miss event! To amplify awareness, Asher’s PR team wrapped up media coverage that highlighted Wings Etc.’s legacy of Big Flavor and Good Food, Great Times. By engaging the community and showcasing the brand’s commitment to fun and flavor, the campaign not only spoke to loyal patrons, but also introduced Wings Etc. to new audiences, generating excitement leading up to the event. With Asher’s expertise in PR, digital and media strategy, Wings Etc. didn’t just celebrate 30 years—they kept the party going well beyond the main event.
Results
- 6% increase in sales from prior year’s event
- 7% increase in sales with higher AUR
- 300% increase in media impressions
Regional Care Group
Regional Care Group, an integrated healthcare provider in northwest Indiana, oversees three entities—Regional Health Systems, Geminus Corporation, and Lake Park Residential Care. They selected Asher to build a unified brand and communication strategy. Drawing on our nonprofit and healthcare experience, Asher developed RCG’s brand positioning, architecture, and corporate identity, along with distinct yet consistent identities for each entity. We also provided PR support and created three affiliated websites. With a clearer brand and focused messaging, RCG is now better equipped to stand out in a competitive healthcare landscape and serve more individuals and families.
Results:
- 3,631+ bonus TV and radio spots delivered
- 19% added value beyond the paid schedule
- $21K in bonus media secured at no extra cost
Crimson Coward
Crimson Coward Nashville Hot Chicken, an LA-based fan-favorite known for its freshly prepared, hormone-free spicy chicken, set its sights on the East Coast starting with Woodbridge, Virginia. With zero brand awareness in the DMV, they needed a bold debut. Asher delivered, launching a full-scale earned media campaign with targeted press, national trade placements, and local influencer partnerships to spark buzz and drive grand opening traffic.
To sustain momentum, we developed strategic PR and paid media programs for new store openings, layering out-of-home, direct mail, and digital campaigns across Meta and TikTok. Post-launch Customer Appreciation Events further boosted engagement and loyalty. Today, Crimson Coward has grown to 12 East Coast locations, with more on the way, powered by a launch strategy that proved Asher knows how to bring the heat.
- 136k+ Impressions
- 40+ local earned media placements
- Exclusive iHeart Media podcast spotlight
- Highest-performing franchise location
$18,726
Total AVE
Hangry Joe’s
When Hangry Joe’s prepared to celebrate the grand opening of its 100th location, Asher was engaged just one day before the event. Our team immediately launched a targeted media outreach effort that generated local coverage, attracted community attention, and helped drive strong opening-day attendance.
Results:
- Line of customers around the building at opening time
- Local media attendance at the grand opening
- Multiple online pieces of coverage
- Visit High Point social media mention
- +50k impressions
- $18,726 total AVE
Mister Bee Promoting Its Hometown Chips
Asher has supported Mister Bee Potato Chips through a variety of strategic public relations initiatives that reinforce the brand’s commitment to its community, employees, and customers. From highlighting partnerships and economic development efforts to promoting grants, certifications, and charitable collaborations, our work has generated local, regional, national, and international media coverage while strengthening the company’s reputation as a proud West Virginia brand.
Outcomes:
- SBA Woman-Owned Business Certification
- USDA Energy Efficiency Grant
- Partnership with USO to Showcase Commitment to Veterans / Military
- Partnership with New River Gorge Regional Development Authority to Promote State’s National Park and Preserve
- Partnership with Make-A-Wish Foundation and Tudor’s Biscuit World on a Biscuit and Gravy-Flavored Potato Chip Bag
- Partnership with WVU at Parkersburg to grow potatoes locally
- Spud Summit at WVU Potomac State
Indiana Department of Education
Many Hoosier children who take advantage of the school lunch program during the school year go without meals during the summer months. IDOE and USDA partner to establish locations such as schools, parks, YMCA-based facilities, libraries, and community organizations throughout the state to prepare and distribute food in June and July. An SFSP media campaign was launched to reach specific audiences to create awareness and drive participation, targeting families who struggle with transportation and are unaware of the more than 250 food sites located throughout Indiana that offer free meals outside of the school year. As the defined demographics for potential participation included low-income families located around these food sites, Asher developed a multi-tiered media campaign including radio and outdoor billboards that focused on the zip codes implementing the Summer Food Service program and digital ads that geofenced specific locations for efficient and effective outreach.
- 4 million+ impressions
- 6,000+ clicks
- 7% increase in program enrollment
Indiana Department of Health
To address the lack of knowledge on the critical issue of childhood lead poisoning in Indiana, Asher partnered with the Indiana Department of Health to launch a statewide awareness campaign. Recognizing that lead exposure is a hidden danger with serious health implications for children, the campaign aimed to educate parents and caregivers about the importance of early testing, especially targeting those in ‘high-risk’ communities. Utilizing a multifaceted approach based not only on geographic strategies, but also knowledge of various populations targeted, including video content, digital platforms, social media, outdoor advertising, and community outreach—the initiative effectively disseminated this vital message across all counties in Indiana, encouraging proactive testing and safeguarding children’s health.
Results:
- 18,000+ clicks
- 20 million+ impressions
- 35% increase in unique children tested and 463 new healthcare providers reporting blood lead tests to IDOH
Alliance for Headache Disorders
To support the Alliance for Headache Disorders Advocacy during June as National Migraine & Headache Awareness Month, Asher Agency supported AHDA’s news conference on the National Mall in Washington, D.C. Television star and migraine patient Bellamy Young from Scandal joined advocates for the news conference and Congressional meeting to support H.R. 5536, the HEADACHE Act. TV, radio, and print coverage resulted in advancing policies helping 40 million Americans who experience headache and migraine disorders.
Steak ‘n Shake
Steak ‘n Shake partnered with Asher to help announce the hiring of their Chief MAHA Officer, Michael Boes. The campaign generated significant national visibility across top-tier news, business, entertainment, and social media outlets. Coverage successfully positioned Steak ’n Shake at the center of the national conversation around food ingredients, innovation, and the MAHA movement. Additionally, the PR efforts led to multiple podcast and broadcast interviews.
Let our Public Relations pros help enhance your in-house capabilities or add this service to your marketing and communications portfolio.
About Mike Fulton
Mike Fulton serves as Director of Public Affairs & Advocacy at Asher Agency, bringing more than four decades of experience in public affairs, strategic communications, government relations, and advocacy. A graduate of West Virginia University’s School of Journalism, Mike spent a decade on Capitol Hill, including service with the U.S. House Appropriations Committee, before building a nationally recognized public affairs career.
Prior to joining Asher, Mike spent 23 years with Golin, one of the world’s leading public relations firms, where he led award-winning public affairs and advocacy campaigns for clients across healthcare, energy, education, economic development, and nonprofit sectors.
Throughout his career, Mike has been recognized as one of Washington’s top lobbyists by The Hill on four occasions and has helped secure funding, shape public policy, and advance high-profile initiatives at the state and federal levels. He has also taught Public Affairs in West Virginia University’s Integrated Marketing Communications program and remains active in professional organizations including the Public Relations Society of America, the National Press Club, and other communications and advocacy associations.
At Asher, Mike helps clients navigate government affairs, public policy, federal funding opportunities, stakeholder engagement, and strategic communications initiatives that deliver measurable results.
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We released the 2026 Fitness Index findings on July 14, but our work on the project started back in March.
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