Media Case Study: Rarely Discussed Medical Condition

Have you heard of the inflammatory health condition, encephalitis? Less than 1 percent of the American population has heard of it, so imagine the challenge of promoting this condition to the media.

In November 2022, the CEO of the Encephalitis Society approached MACIAS PR, asking if we could help promote World Encephalitis Day in February. Adding to their challenging assignment, we were asked if our media campaign could also target Canada and Mexico.

Mission accomplished. 

Our international campaigns ended up securing media coverage with the biggest media outlets in the US, Mexico and Canada. Some of those outlets included: WebMD, NPR, The Hill, Wired, AOL in the US. In Mexico, MACIAS PR secured Spanish media coverage with 14 national news outlets, while in Canada we placed a news feature with the national Canadian Broadcasting Corporation, CBC. This is in addition to the 102 digital media stories we placed with online publications. You can click here to read that media report.

So how did we do it? This case study takes a closer look at our approach. It’s a strategy we can also take with your healthcare campaign, regardless of how remote the condition is.

Required Elements for a Successful Media Campaign 

One of the most important elements behind every successful media campaign involves the elements provided to reporters. If journalists don’t have the elements for their story, they won’t be able to write it. 

In the case with this health condition, we needed to identify a patient who had battled encephalitis and could tell their story to reporters. We selected our targeted markets in the US, Canada and Mexico – and identified patients who had good stories to tell.

A timely element is another component behind the best PR campaigns. If a story isn’t timely, it will continually get pushed back a week. That means no one will ever run the story.

We leveraged a timely study published in a prominent medical journal for our campaign, and tied it to World Encephalitis Day on February 22nd. These elements allowed reporters to see why this story had to run today – and not next week.

Credibility Matters with Every Media Campaign

Every campaign needs to have a credible expert. Without a credible spokesperson or CEO, reporters will question the story. In our case, MACIAS PR looked for medical doctors with experience treating this health condition. But even more important, we needed a physician who could articulate the dangers of this condition in simple terms.


Our founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. City & State Magazine also named him a PR Power Player in New York. He founded the PR agency in 2009. Since then, marketing peers named MACIAS PR the 2017-2020 Strategic PR Firm of the Year. In 2015, 2016 and 2017, Finance Monthly named MACIAS PR the Financial PR Firm of the Year.