Media Relations Initiative Delivers Results

May 14, 2018

In 2017, Dairy Nutrition Plus (DNP), a Landus Cooperative brand, came to Paulsen with a goal: help editors and other key media educate the dairy industry on nutrition topics including DCAD management, bypass proteins and preventable issues like subclinical hypocalcemia.

To achieve this goal, Paulsen’s PR department got to work crafting a media relations campaign designed to target key dairy editors and position DNP’s staff nutritionist as a trusted resource within the industry.

By utilizing long-standing relationships within the ag, and specifically dairy, publishing community, Paulsen was able to secure more than 12 article opportunities within the first nine months of the initiative.

Working together with DNP’s staff nutritionist and writers, each article was exclusively crafted for industry publications including Progressive Dairyman, Agri-View, Feedstuffs and UDA Magazine.

Today, DNP and Paulsen continue to work together to bring the latest and most actionable information and research to dairy farmers, veterinarians and nutritionists across the country.

Earned media is one of the most effective and authentic ways to speak to your audience. If you’d like to learn more about how different media relations efforts could work for your brand, shoot us an email at We’ve got the industry relationships and PR expertise to get you results!

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