STRATEGY

5W utilized the launch of Sinclair's newest offering, STIRR, to drive traffic and users to the free, OTT service, elevate the company as a broadcast industry leader and innovator, and shift public perception of the company as part of an ongoing effort to repair reputational damage.

5W's efficient and effective strategy for the launch was a four-prong approach:

• Client Consultation and Strategy Development: Discussions with the STIRR team spanned three months prior to launch, beginning with a kick-off meeting to thoroughly review collateral, create a timeline for key deliverables, and set benchmarks for success.
• Media Audit: 5W conducted an in-depth analysis of existing press mentioning STIRR, as well as a detailed review of the competitive media landscape for comparable streaming services. 5W also reviewed broader coverage of Sinclair to ensure hostile journalists were not contacted.
• Messaging: 5W crafted messaging to highlight Sinclair's involvement, but ensured the focus of coverage remained on STIRR, not past controversies.
• Media List: Developed over several weeks, 5W curated a media list that included reporters who have covered STIRR, streaming writ-large, and key business and trade publications. We deliberately avoided outlets we felt presented too great a risk of generating negative press.