Case Study: Canadian Paralympic Committee achieves expanded awareness and national media reach with Cision

Canadian Paralympic Committee Drives Awareness with Strong Distribution Strategy

The Canadian Paralympic Committee (CPC) is a non-profit that develops high-performance sport for athletes with a disability and promotes Paralympic participation across Canada. Facing lower public recognition than the Olympics and the challenge of sustaining attention and funding between the two Games, the CPC set out to grow awareness, media coverage and financial support for its athletes and programs.

To do this the CPC used a targeted Cision/Canada Newswire distribution strategy—regular news releases, multimedia assets, media advisories, and twice-daily results summaries during the Games—to make it easy for media to pick up stories. The approach boosted media attendance and coverage, expanded audience reach (over 3.4 million impressions during Rio 2016), generated thousands of articles and clips, and strengthened national visibility for Team Canada.

Canadian Paralympic Committee

Martin Richard

Executive Director of Communications and Brand