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One Consumer at a Time
Our Consumer Public Relations (PR) program is a cost-effective way of getting our mango messages out to consumers. PR involves promoting messages to writers and broadcasters who might include those messages in the articles or stories they create. This is different than advertising, which is paid placement of a message. The articles that result from PR are called editorial coverage, and the information included in them is more believable to consumers than what they see in paid advertising. PR also tends to be less expensive than advertising, because we don't have to pay for the space.
The only down-sides to PR are that we can't control the messages or when and where they will appear. We provide easy-to-use information and tools to the media and we maintain close relationships with writers to help get the stories written and published.
Our PR program also includes this web site, which creates a direct connection with consumers and provides an additional resource to members of the media who are interested in covering mangos.
Our PR Agency, Fleishman-Hillard, carries out the consumer PR programs at the direction of the NMB Director of Marketing and the Marketing Committee. The agency team includes more than a dozen professionals, led by a senior agency executive who ensures that the programs are working seamlessly.
2008 Results Tracker
This is a recap of the media coverage secured for mangos throughout 2008. Results include magazines, newspapers, television, radio and online.
Click here to see the full story.
2007 Results Tracker
This is a recap of the media coverage secured for mangos throughout 2007. Results include magazines, newspapers, television, radio and online.
Click here to see the full story.
Iron Chef America: Battle Mango
One of our 2006 test kitchen seminars resulted in an Iron Chef America episode with mangos as the secret ingredient. Two celebrity chefs and two famous mixologists battled for one hour to make the most amazing mango creations.
Click here to see the full story.
International Association of Culinary Professionals
The National Mango Board made a big splash at the 2007 IACP annual conference by sponsoring the opening breakfast and having Chef Allen at our booth to share his passion for mangos. This group of culinary professionals is made up of food writers, chefs, cookbook authors and other influencers in the world of food.
Click here to see the full story.
Martha Stewart Living May 2007
William Watson of the NMB, and Chris Caputo of Fleishman-Hillard, left such a great mango memory with Denise Mickelson on the set of Iron Chef America, no one was surprised when the mango ended up as the main ingredient in the Dessert of the Month in Martha Stewart Living. This dessert reached more than four million consumers!
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Bon Appetit May 2007
The NMB’s spokesperson, Chef Allen Susser left quite the impression in the kitchen at Bon Appétit. In May 2007, the mango industry was rewarded with a three page article worth $270,000!
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2006 Newspaper Outreach
It is amazing the amount of media coverage that can be obtained using just a few recipes. The 2006 Newspaper Outreach has led to multiple exposure opportunities some that are still evolving due to continued relationships.
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Ham with Mango Glaze Release
Every holiday can include mangos. Over 7 million people were exposed to the idea of including mango in their spring holidays.
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Buttermilk Panna Cotta with Mango Sauce Release Valentine’s Day 2007
Any day can be perfect for mangos, including Valentine’s Day. Over a million people across the country had the opportunity to make a Buttermilk Panna Cotta with Mango Sauce for their Valentine.
Click here to see the full story.