Coyne Collection Book - Labcorp

BE THE ASNWER

PREPARED FOR: RACQUEL WHITE CHIEF COMMUNICATIONS OFFICER LABCORP

BE THE ANSWER: THE POWER OF EARNED MEDIA IN A WORLD THAT "ASKS" FIRST The world is full of questions, and the stakes behind them have never been higher.

Every day, consumers, patients, investors and employees seek clarity. They are deciding what to buy, who to believe and which brands deserve their trust. Those decisions are happening faster, across more platforms and with less tolerance for noise.

What has changed is not the importance of credibility, but how credibility is discovered.

Discovery no longer begins with a search results page. It increasingly starts and often ends with an answer. Generative platforms now synthesize information before people click, scroll or compare options. In those moments, brands are either surfaced with confidence or filtered out entirely.

The work featured in this year’s Coyne Collection reflects what we do best: earning trust through thoughtful, relevant, high-impact storytelling. Across categories and audiences, these programs demonstrate the power of earned media to shape perception, influence culture and build authority that holds up under scrutiny.

What’s notable is how this work now travels.

Earned media no longer lives only in headlines or segments. It fuels the systems shaping modern discovery from search and social to generative engines that summarize, recommend and validate information before a decision is made. Credible coverage doesn’t just get seen. It gets referenced. It gets relied on. It becomes part of how the world understands a brand.

At Coyne Public Relations, we’ve always believed visibility alone isn’t enough.

Credibility is what earns the decision. And in today’s environment, that credibility has compounding value, influencing not only people, but the technologies they increasingly trust to guide them.

As you explore this Collection, we invite you to look at earned media not as a channel, but as a foundation. One that builds relevance, authority and trust, and one that determines whether a brand is present at the moments that matter most.

This is not about chasing coverage.

It is about earning relevance.

It is about building authority.

It is about becoming the answer.

BE THE ANSWER

LIV GOLF

Coyne PR helped LIV Golf redefine the game for a new generation. Coyne positioned the league beyond golf, into a cultural movement blending sport, music and community. Through strategic storytelling and bold media engagement across U.S. events, we helped shift perception from skepticism to credibility, opening doors to new audiences. The result: a must-see league that’s drawing record-setting attendance and reshaping how fans experience the sport.

4

5

MIRALAX

Coyne PR helped MiraLAX break into the cultural wellness conversation by driving awareness for “The Gut Gap," highlighting how women are more stressed and constipated than men. To destigmatize the taboo topic and lighten womens’ loads with laughter, the brand reunited “Broad City” stars Abbi Jacobson and Ilana Glazer, known for their relatable and unfiltered humor, for a buzzy campaign that delivered more than 1.2 billion impressions, boosted sales by double digits and reframed MiraLAX as an essential part of a modern wellness routine.

6

BMW

Coyne PR managed BMW of North America’s premier dealer communications platform for its national network of BMW and MINI dealers. Under Coyne’s leadership, Dealer Direct has become a go-to resource for dealers, delivering branded news, original content, information, new features, and timely corporate updates. The team’s efforts have amplified BMW of North America’s priority of premier dealer relations, fostering trust and confidence across the network. Over the past several years, the team has significantly increased dealer participation and engagement, as well as the total number of stories published and story views on the platform.

7

STARKIST

Coyne PR launched “Flex with StarKist®,” elevating the brand from tuna to a leading protein provider. The campaign starred Derek Hough and a refreshed, fitter Charlie the Tuna®, alongside a pro-team of influencers including Julie Ertz and Jesse McCartney, helped inspire consumers to celebrate achievements fueled by StarKist protein.

8

YARD HOUSE

Yard House tapped Coyne PR to help launch a search for its first-ever Chief Beer Officer (CBO), giving one passionate beer lover the chance to become an honorary member of the Yard House team. The winner enjoyed exclusive perks like beer for a year, Level 1 Cicerone training and a behind-the-scenes role in helping shape their local tap list, all in exchange for sharing their ultimate “love letter to beer.”

9

10

MOHEGAN SUN

For more than a decade, Coyne PR served as agency of record for Mohegan, the globally recognized entertainment operator behind the flagship Mohegan Sun Resort & Casino in Uncasville, Connecticut. The team supported the brand through international expansion, executive visibility and tribal communications, while driving momentum around major milestone anniversaries and star-studded celebrations. From Rob Gronkowski’s retirement party to the opening of novelle resturant featuring Khloé Kardashian, Ciara and Busta Rhymes, Coyne elevated Mohegan’s position at the intersection of hospitality, sports, culture and entertainment.

Through strategic storytelling and a proactive visiting journalist program, Coyne secured coverage across leading business, consumer and travel media while fueling excitement for marquee events like Sun Wine & Food Fest, featuring icons Martha Stewart and Snoop Dogg, and the launch of TAO Asian Bistro & Lounge.

10 10

MERCHANTS FLEET

Through an always-on strategy, Coyne PR positioned Merchants Fleet’s leadership

as credible industry voices by tying unique expertise to timely topics. From tariffs to vehicle upfitting, Merchants was positioned to help fleets navigate cost pressures and supply chain challenges, while also leveraging broader industry developments such as AI technology adoption. This reinforced their role as forward-looking thought leaders providing valuable insights when it matters most. By further connecting their perspective to emerging trends, Coyne reinforced Merchants’ reputation as a brand who delivers meaningful insights at pivotal moments.

11

REOLINK

Coyne PR helped propel Reolink to be one of the world’s most talked-about smart home innovators. Through bold storytelling, high-impact media relations and award-winning product launches, Coyne helped fuel Reolink’s global momentum. At IFA, the brand’s Elite Floodlight WiFi and ReoNeura AI stole the spotlight, earning “Best of IFA” honors and praise from outlets such as Wired and TechRadar. Today, Reolink is recognized worlwide as a standout smart home brand and category leader.

12

MIKE AND IKE

Coyne PR tipped off MIKE AND IKE®’s biggest play yet with the announcement of basketball star Josh Hart as an official ambassador for the brand. The campaign spotlighted Hart’s lifelong love of MIKE AND IKE and brought it courtside with a series of playful content moments: taste testing flavors in the R&D lab to candy drafting in the boardroom. By blending Hart’s on-court energy with MIKE AND IKE’s iconic fruity fun, Coyne PR helped position the brand at the center of candy culture and drive buzz with fans on and off the court.

13

14

HILTON

As AOR for Hilton, Coyne PR serves as a strategic and creative partner, driving integrated storytelling that constantly elevates the brand’s cultural relevance and industry leadership. From launching the Graduate by Hilton brand through a high-impact Good Morning America integration to amplifying Hilton’s Global Trends and Meetings Maximizer reports, Coyne positioned Hilton at the center of travel conversation. The agency generated consumer buzz with immersive ‘Stay Like’ themed suites tied to pop culture and iconic partnerships such as Wicked, while experiential storytelling came to life through Hilton’s Showcase series, including the brand’s largest media event ever, driving hundreds of media engagements and billions of impressions. Thoughtfully curated press trips brought Hilton’s properties, service and meetings expertise to life through authentic, high-impact coverage, shining a spotlight on why it matters where you stay.

15

16

SCENIC GROUP

To elevate U.S. awareness for Scenic Group’s portfolio of luxury and ultra-luxury cruise ships, Coyne PR executed a comprehensive communications program spotlighting the brand’s ambitious global expansion and uncompromising standard of discovery. Through the launch of seven new ships across the Scenic and Emerald Cruises fleets, the team amplified executive visibility, hosted exclusive ship tours in New York City and Miami and led a robust trade media program supported by an active presence at Seatrade Cruise Global and other key industry events.

Coyne brought Scenic’s story to life through immersive press experiences spanning Vietnam and Cambodia, Bordeaux, Antarctica, the Netherlands and Iceland, securing standout coverage on The TODAY Show, Food & Wine, Robb Report, Travel + Leisure, USA Today, National Geographic Traveler, Maxim and more. Coyne also launched The Living List, an inspiring collection of experiences encouraging travelers to stop waiting for “someday” and start pursuing their bucket-list adventures – cementing Scenic Group’s position as a leader in meaningful, once-in-a-lifetime travel.

THE V FOUNDATION FOR CANCER RESEARCH To honor Jim Valvano’s legacy during The V Foundation’s 30th anniversary, Coyne PR reignited

the rallying cry: “Don’t Give Up…Don’t Ever Give Up!®” Coyne elevated the Foundation's visibility through a year-long media campaign leveraging various channels that showcased the impact of the V Foundation's research and the urgent need to continue the fight to find a cure for cancer. The campaign won numerous accolades, including “Best in Media Relations” at the PRWeek Healthcare Awards and “Best of the Best” at the PRSA-NY Big Apple Awards.

18

TREE HUT

To launch its new Ulta exclusive scent, Electric

Beach, Tree Hut lit up Miami, the ultimate electric beach town. With earned influencer content identified as a key KPI, the team hosted a group of 20 top Miami influencers at an exclusive brand dinner in celebration of the scent. From standout photo moments to intimate brand connections, the event generated nearly 100 pieces of social content and a feature story in a top Miami lifestyle outlet, cementing the brand and Electric Beach as a South Beach must-have.

FRESH EXPRESS

Coyne PR helped Fresh Express launch its Express Yourself campaign, featuring the brand’s first group of “Fresh Expressionists,” an influencer initiative designed to inspire creativity and self-expression in the kitchen. Celebrity partners, including Chef Nick DiGiovanni and Tiffani Thiessen, as well as notable RDNs and food influencers, created approachable, flavorful recipes showcasing the versatility of Fresh Express salads. Shared across social platforms throughout the year, the program has strongly resonated with audiences as consumers continue to share their excitement.

Building on this momentum, Coyne supported major product launches throughout the year and helped Fresh Express make a standout impression at the 2025 IFPA Global Produce & Floral Show.

The activation featured immersive booth experiences and star appearances from Tiffani Thiessen and RDN Kylie Sakaida, drawing crowds, sparking media coverage and reinforcing the brand’s leadership in salad innovation.

20

PERRIGO

Supporting Perrigo’s Store Brand Infant Formula meant addressing a dual challenge: connecting with parents seeking affordable, high-quality options while overcoming the skepticism of pediatricians who often favor name-brand formulas. Coyne PR delivered numerous initiatives to bring this store brand story to life, including a complete revamp of the Store Brand Formula website, educational materials and in-office signage for pediatricians and their patients and more.

Through thoughtful messaging, compelling visuals, and strategic campaigns, we built trust with both consumers and pediatricians.

21

MD LIVE

Coyne PR partnered with MD Live to spotlight women’s unique health instincts with the “Women’s Ill-tuition” campaign, inspired by the innate feeling women have when something is off. Grounded in a national survey of 2,000 women, the campaign uncovered key emotional, social and systemic barriers to care. The insights fueled storytelling across earned media and owned social content featuring an MD Live physician. The campaign generated more than 700M impressions and top-tier coverage from Fortune, The New York Post, Houston Chronicle, Chicago Tribune, Yahoo, MSN and The Guardian U.S., reinforcing MD Live as a trusted partner in women’s health.

22

ORANGETHEORY FITNESS

The WTF is OTF?! Comedy Event campaign partnered Orangetheory Fitness with comedian Hannah Berner to flip the traditional “New Year, New You” narrative on its head. Through a live and globally-streamed comedy set that roasted fitness fads and stereotypes, while spotlighting Orangetheory itself, the campaign broke down “gymtimidation” and made fitness feel more approachable. The program drove millions of media impressions and top-tier press coverage while also boosting brand awareness, positioning Orangetheory as a fun, supportive and industry-leading fitness community.

23

INTERNATIONAL CODE COUNCIL

The International Code Council’s annual Building Safety Month returned in May with the bold theme “Game On,” inviting communities, professionals and policymakers to join forces in advancing building safety. Through an integrated approach with creative storytelling, national media engagement and strategic partnerships, the campaign spotlighted the importance of adopting hazard-resistant codes, the growing career opportunities in the skilled trades and proactive approaches for communities to support natural disaster resilience. By delivering clear, accessible messaging across channels, Building Safety Month drove awareness, elevated the Code Council’s leadership voice and inspired action across industries and communities nationwide.

24

SK LIFE SCIENCES

Coyne supported SK Life Science’s XCOPRI with a fully integrated branded and disease-state communications strategy, positioning it as a meaningful treatment option for people living with epilepsy-related seizures while reinforcing the company’s long-standing commitment to the epilepsy community. Centered on reducing stigma and elevating patient voices, the program leveraged authentic, human-centered storytelling.

A cornerstone was the launch of an HCP and patient survey during Epilepsy Awareness Month, Hope, Hesitancy, and Hard Truths, amplified through earned media, a press release, sponsored Verywell Health content, and HCP and patient influencers. In parallel, Coyne provided ongoing corporate communications support and supported the XCOPRI DTC launch, generating more than 306.4 million impressions.

25

OLIVE GARDEN 26

Olive Garden invited select journalists on a curated “Tomato Harvest” press trip to California, immersing them in the farm-to-fork journey behind the brand’s signature marinara sauce.

The experience, led by Head Chef Terrence Tookes, highlighted Olive Garden’s commitment to freshness, quality ingredients and culinary craft. With more than 448M impressions, the campaign authentically reinforced the brand’s story of abundance and craveability.

27

KISS

Coyne PR partnered with iconic beauty brand KISS to drive buzz and sales for imPRESS PressOn Falsies through influencer-led social content. As the product gained traction on TikTok, Coyne activated beauty and lifestyle influencers across the U.S. and Canada to create informative, authentic content highlighting the ease of application. The campaign expanded into new audiences, including moms, students, athletes and gamers, and was amplified through targeted social advertising. Strong performance exceeding benchmarks led KISS to expand its partnership with Coyne across additional product divisions and retail channels.

28

MONISTAT

Monistat, the category leader in over the counter yeast infection products, sought to establish a thought leadership position in the gynecological health space by educating women on common and often confusing “down there” health concerns. Using the brand’s spokesperson, gynecologist Dr. Taraneh Shirazian, the team generated interview opportunities about common vaginal health issues, along with developing educational video content with the KOL helping women to navigate the often confusing symptoms that come with yeast infections. This content was used to help build Monistat’s new social channels and introduce them to a new audience.

29

INDEED

As agency partner to Indeed, Coyne PR led a strategic visibility and engagement program to elevate Indeed as the go-to platform for professional advancement in an increasingly competitive healthcare employment market. Focused on addressing workforce shortages across nursing, therapy and dentistry, the effort established a high-impact presence at major healthcare professional conferences and brought to life Indeed’s second annual “Off the Clock” event, designed to support and celebrate nurses and allied health professionals. Coyne also built and activated an ambassador network of trusted healthcare creators, launching a content collaboration campaign that generated tens of thousands of engagements and reinforced Indeed’s role as a career partner for healthcare professionals at every stage.

30

THE JACKSON LABORATORY

As The Jackson Laboratory acquired the New York Stem Cell Foundation, the organization faced a defining moment to reframe its vision for the future of biomedical research. Coyne PR guided communications through the acquisition, developing the strategy, messaging and narrative for the newly merged organization and positioning JAX as a global leader advancing a new precision genomics platform that integrates animal models, stem cell science and AI. Working closely with the CEO and senior research leaders on messaging and media training, the effort established a clear, confident story during a period of transformation, reinforcing JAX’s leadership in precision genomics and its role in shaping the next era of biomedical discovery.

31

TUMS

TUMS knows that reaching millennials, who are now entering their “heartburn age of discovery," means showing up in food-driven cultural moments, making the Big Game the perfect opportunity to lean into its Love Food Back platform and embrace the heartburn that follows. To turn Super Bowl heartburn into a brand win, TUMS teamed up with DraftKings to launch the TUMS Fantasy Foodball Pool, a gamified experience where fans built dream food lineups for a shot at $40K in prizes. With football champ Vince Wilfork as “Fantasy Foodball Analyst” and an on-the-ground activation in New Orleans, Coyne PR drove a 360° campaign that generated more than 4.4B impressions, more than 230K consumer entries and double-digit sales growth, surpassing category benchmarks and proving that food is the real MVP.

32

PENNZOIL

Pennzoil and PXG teamed up to create a one-of-a-kind collaboration that merged the worlds of motorsports and golf. The activation launched with a high-energy event at Brickyard Crossing during the Indianapolis 500 weekend, where Team Penske’s Scott McLaughlin and PXG pro Jake Knapp went head-to-head in a showcase of performance and precision. Amplified through an Advance Auto Parts sweepstakes to win a limitededition driver, the campaign delivered standout earned media and influencer results, sparking national conversation, driving strong retail impact and reinforcing Pennzoil’s position as a performance-driven brand.

33

OTSUKA

Coyne PR helped Otsuka launch a disease state campaign for autosomal dominant polycystic kidney disease (ADPKD) with five-time Olympic Gold medal-winning swimmer Missy Franklin. The campaign generated more than 630 million impressions, including earned interviews with Good Morning America, CBS Mornings, Cheddar, Fox News and USA Today.

34

SPIN MASTER

Spin Master turned to Coyne PR to help launch Hatchimals Alive Mystery Hatch alongside Jason Kelce, bringing a fresh wave of excitement to the beloved Hatchimals franchise. Coyne kicked off the campaign by collaborating with Spin Master to secure an exclusive feature with BestProducts.com, introducing the next generation of Hatchimals and reigniting the magic of the 2016 global craze that sold more than 14 million units worldwide. Building on that momentum, Jason Kelce brought the product to life on his social channels, sparking a viral moment that Coyne leveraged for widespread media outreach. The campaign hatched even more buzz with additional coverage in key outlets, including Country Living, Scary Mommy and Parade.

35

SHELL ROTELLA

Coyne PR delivered comprehensive support for Shell Rotella SuperRigs, building momentum before, during and after the event. Throughout the year leading into the event, Coyne leveraged SuperRigs winners as brand ambassadors via social and earned activities. This annual event attracted widespread industry and local media attention, with real-time engagement from key outlets that helped drive strong visibility at both the local and national levels. To extend its impact, Coyne created organic and influencer-driven social content that captured the spirit of SuperRigs in real-time, generated widespread conversation and drove lasting engagement across the trucking community.

36

BEZEL WINES

As part of the national launch of Bezel Wines, Cakebread Cellars hosted an intimate media luncheon at The Clocktower in New York City, designed to immerse guests in the brand's story and sensibility. Led by winemaker Jane Dunkley, the event welcomed 16 top-tier editors and influencers, including Food & Wine, Forbes and Wine Enthusiast, for a nontraditional tasting experience that encouraged exploration across Bezel’s portfolio. Every detail, from the venue selection to parting gifts inspired by founder Jack Cakebread’s photography, reinforced the brand’s artistry and elevated everyday ethos.

37

AMERICAN PETROLEUM INSTITUTE

The American Petroleum Institute (API) tapped the passion and expertise of the Coyne PR team to help position the organization as the leading authority on new engine oil specifications for gasoline and diesel engines. The team developed and executed yearlong, always on program that leveraged strategic announcements highlighting key milestones in the specification development process while reinforcing the API’s leadership role. The team consistently positions API at pivotal calendar milestones through trade and consumer media, while also through high-profile influential engine oil forums, and visibility at a major industry trade shows.

38

MIDEA

Coyne PR helped position Midea as a contractor-first leader in the HVAC space with the launch of its EVOX All Climate Heat Pump. To tackle skepticism around heat pumps, Coyne activated an integrated campaign spanning the AHR Expo and International Builders Show with high-impact panels, media interviews and on-site activations. Off the floor, the campaign spotlighted workforce development efforts, training more than 900 contractors across North America. With more than 150 earned placements and rising industry recognition of EVOX as a cold-climate leader, Midea is now firmly positioned at the forefront of the HVAC transition.

39

39

STELLANTIS

The Coyne PR team revved up their engines to support long-time client Stellantis at hundreds of events and high-profile Auto Shows across the country. Major debuts and high-energy moments stole the spotlight year-round with hundreds of media and influencers participating in the high-adrenaline thrills of Camp Jeep, plus exciting ride and drives with the multi-brands of Alfa Romeo, Dodge, Ram and Chrysler.

40

AVIS

Avis unlocked the luxury of time, empowering travelers to expect more with the launch of Avis First, a new class of rental, with curbside service, a premium connected fleet and concierge-level care from pick-up to return. Through targeted media outreach, executive interviews and influencer engagement, the PR-led campaign was the sole driver of awareness and trial at launch. The high-impact coverage from Travel + Leisure to Newsweek, and content from top travel influencers, reinforced how Avis First is redefining the rental experience for the modern traveler.

42

IBEROGAST

Bayer Consumer Health tapped Coyne PR to launch its plant-based digestive relief brand, Iberogast®, in the U.S. To highlight its unique six herb blend and reinforce the power of plants on gut health, Coyne enlisted “Top Chef” host Kristen Kish to serve as a brand spokesperson and treat media and influencers to a plant-forward culinary experience at NYC hotspot, Dante. Backed by star power, science and storytelling, the campaign earned more than 1.3B impressions and positioned Iberogast, as the plant-based digestive sidekick Americans didn’t know they needed.

43

UNIVERSITY OF VIRGINIA DARDEN SCHOOL OF BUSINESS

Coyne PR helped the University of Virginia’s Darden School of Business break through the clutter during one of the biggest cultural moments of the year: the Super Bowl. Leveraging Darden’s top marketing expert, Professor Kimberly Whitler, the team positioned her for commentary before, after and even during the game, offering real-time insights on advertising trends, from the influence of Taylor Swift to brands’ growing focus on female audiences. The effort earned high-profile coverage across The New York Times, USA Today, Associated Press and Variety, amplifying Darden’s voice in the national conversation around business and culture.

44

CHAMPAGNE TAITTINGER

Champagne Taittinger launched a landmark global partnership with Delta Air Lines, becoming the exclusive Champagne served in Delta One on international flights. To promote the collaboration, Coyne PR executed a high-impact campaign including strategic media outreach, premium influencer mailers and a co-branded press trip, resulting in more than 40 media placements and a reach exceeding 1.6 billion.

45

SUMMIT THERAPEUTICS

Coyne PR supported Summit Therapeutics' launch of its head to head Phase 3 lung cancer study versus Keytruda at the World Congress on Lung Cancer in September 2024. Coyne's efforts garnered 159 media placements, resulting in more than 2.7 billion media impressions including Forbes, Wall Street Journal, Reuters, STAT, Endpoints and several segments/interviews on CNBC-TV and features on the co-CEOs Bob Duggan & Maky Zanganeh. Summit’s stock surged more than 65% after the company announced that its lung cancer drug candidate outperformed Merck’s Keytruda in phase three clinical trial.

46

LEAPFROG

With back-to-school season approaching, LeapFrog partnered with Coyne PR to launch Everything Starts with Reading, a fully integrated campaign reminding parents that reading is the foundation for lifelong learning. Coyne enlisted influential parents, including actress and entrepreneur Ashley Tisdale, to share authentic stories about how reading shaped their lives and how LeapFrog tools are helping their kids today. Through influencer content, exclusive media interviews and a national press push, the campaign generated more than 5.9 million video views, more than 600 placements and 236 million impressions.

Blending storytelling with strategic amplification, Coyne positioned LeapFrog as an essential partner in every child’s reading journey.

47

48

BESTOP

Coyne PR helped elevate Bestop’s presence at SEMA, delivering a breakthrough moment for the legacy brand known for more than 70 years of open-air innovation for Jeep and Bronco owners. With limited prior PR activity and low brand awareness, Coyne developed and executed a comprehensive onsite strategy that combined targeted media outreach, multiple press announcements around new product introductions, strategic influencer partnerships, and real-time communications support. The integrated approach resulted in strong media turnout, meaningful earned coverage and authentic influencer content, generating millions of impressions while establishing new relationships and long-term brand equity for Bestop.

49

LOUIS JADOT

The Louis Jadot Meet Cute campaign tapped into rising dating app fatigue to reintroduce the magic of real-world romance. Anchored by a national survey, media outreach and a partnership with dating expert Ilana Dunn, the campaign combined data-driven storytelling, social content, podcast integrations and an NYC “master class” to show how wine can spark authentic connections.

50

CHIQUITA

As part of Chiquita’s sustainability platform, Coyne PR helped shine a spotlight on the Yelloway initiative, a groundbreaking collaboration to develop a banana hybrid resistant to devastating diseases threatening global supply. The launch of Yelloway One marked a major step toward securing the future of bananas while underscoring Chiquita’s role as a leader in agricultural innovation. Through strategic media relations, compelling storytelling, dynamic video content and trade show visibility, Coyne successfully positioned Yelloway as a revolutionary solution to one of the industry’s greatest challenges.

51

52

HUMANA

For more than 15 years, Coyne PR has supported Humana in showcasing its commitment to improving the health and well-being of seniors, veterans and those with Medicare and Medicaid. A key initiative includes the long-running Humana Game Changer' program, which celebrates standout athletes at the National Senior Games who are redefining both physical and cognitive aging. Since its launch in 2013, the program has honored more than 100 athletes, earned billions of media impressions and garnered nearly 40 industry awards for its impactful storytelling and brand elevation.

53 53

OWENS CORNING

Since 2016, Coyne PR has helped Owens Corning shine a light on its philanthropic commitment through the Roof Deployment Project, a nationwide initiative providing more than 700 veterans with new roofs thanks to donated materials and contractor labor. In 2025, Coyne expanded support to launch the Roof Responders Project, extending the mission to support first responders serving local communities.

By driving nationwide local media attention, we celebrate and honor veterans, plus the generosity of Owens Corning and its network of Platinum Preferred contractors in their hometowns across the country.

54

ST. FRANCIS WINERY & VINEYARDS

To honor its namesake, the patron saint of animals, St. Francis Winery & Vineyards

introduced Pooch Pairings, a campaign that raised awareness for its partnership with Canine Companions. In collaboration with Certified Professional Dog Trainer Nicole Ellis, the winery celebrated National Dog Month through playful wine-and-dog pairings, with each varietal contributing $1 per bottle sold to support service dogs in training.

55

EDIBLE

Edible jumped on a viral moment from Netflix’s “Sirens,” newsjacking a scene-stealing fruit arrangement by reskinning its fan-favorite product “Hot Garbage.” The brand rolled out surprise deliveries to cast, media and late-night shows, riding the wave of organic buzz from The New York Times to “The Tonight Show.” The result? More than 621M impressions and a reminder that when drama hits your feed, there’s absolutely an Edible for that.

56

FLORASTOR

The probiotic category is one that's riddled with both confusion and skepticism. To launch Her Florastor Balanced Benefits Digest + De-Stress, the only probiotic targeting digestive, vaginal and stress relief, Coyne PR crafted a 360° campaign spotlighting holistic wellness for modern women. The activation featured a national consumer stress survey, a NYC sampling event and media engagement with brand spokesperson Lindsay Hubbard of ”Summer House.” The campaign generated more than 1 billion impressions and delivered record-setting social engagement for the brand, firmly establishing Florastor’s innovation in the competitive women’s wellness space.

57

CLARITIN

To introduce Claritin® Liquid, the brand's newest innovation that relieves itchy noses, throats and eyes, Coyne PR set out to take the “itch” out of Wichita, Kansas, the No. 1 allergy capital in the U.S. With hometown star Natasha Rothwell leading the charge, the campaign invited locals to back a playful petition to rename the city 'Wita.' After receiving hundreds of signatures, the brand made good on its promise and brought free product to the people of Wichita, helping them ditch the itch.

58

ALKA-SELTZER

Alka-Seltzer was bringing a new format to consumers and called upon Coyne PR to launch its new Alka-Seltzer® Fizzy Melts by commissioning a survey that revealed half of Americans have canceled dates due to digestive issues. To kick off summer dating season, Coyne enlisted “Love Is Blind” couple Lauren and Cameron Hamilton to deliver on-demand relief across NYC, positioning Fizzy Melts as the ultimate wingman to keep sparks, not stomachs, fizzing.

59

PROGRESSIVE

Progressive knows better than anyone the importance of having a backup plan. Timed to the brand’s ad campaign “The Backup,” where backup quarterbacks are called in to help with everyday tasks gone awry, Coyne PR gave Fantasy Football players a much-needed assist. Tapping analyst and Fantasy Football guru Matthew Berry, the campaign turned mid-season losses into a shot at $59,000 in prizes, proving everyone deserves a reliable backup and driving coverage in top national outlets including USA Today, Yahoo! Sports and FOX News.

60

THAYERS

To continue its overarching strategy of showing up unexpectedly to break through the crowded skincare space, Coyne PR x Thayers flipped the March Madness script by turning college basketball’s biggest stage into a skincare showcase that scored big with a younger demo. At the NCAA Final Four in San Antonio, influencers and media were treated to custom kicks, glam sessions and courtside access in an immersive brand experience. Coyne helped Thayers score a “Skincare Slam Dunk” by spotlighting its Blemish Clearing Pads through NIL deals with 16 college athletes, proving fans weren’t just mad for the ball, they were mad for the pads, driving more than 48M impressions and cultural cred beyond the beauty aisle.

61

PACIRA

Coyne PR partnered with Pacira BioSciences to turn Super Bowl weekend into an impactful moment by executing a fully integrated campaign that combined experiential, earned, digital and influencer tactics. It spanned onsite interviews, video content captures, a live consumer event featuring retired NFL legends and a renowned physician sharing real stories of pain management and recovery. The initiative generated 1,090+ media placements and 790M+ impressions, driving 8,000+ website clicks and 1,000+ social engagements while reinforcing Pacira's leadership in non-opioid pain management.

62

63

PEEPS

®

To celebrate the Easter season, Coyne PR transformed New York City’s iconic Serendipity3 into a vibrant PEEPS® wonderland for the brand’s first-ever “Brunchin’ with PEEPS®” popup. From over-the-top décor and candy-colored photo ops to a custom PEEPS®-inspired menu, the activation immersed fans of all ages in the playful spirit of the brand. Media, influencers, families and marshmallow lovers alike shared the experience across social channels, turning the pop-up into a must-visit celebration that reinforced PEEPS® as the ultimate symbol of springtime joy.

64

OLLIE'S BARGAIN OUTLET

In celebration of National Bargain Hunting Week, Ollie’s was named the 2025 Official Destination of National Bargain Hunting Week through a partnership with National Day Calendar, the official source for celebrating fun, quirky and meaningful national days. As part of the celebration, the Ollie’s mascot was declared the Bargain King! Through a series of strategic initiatives, Coyne PR was able to create a groundswell of buzz and excitement resulting in more than 400 million media impressions, solidifying Ollie’s as THE place to go for bargains during National Bargain Hunting Week and all year long!

65

REJOYN

Coyne PR partnered with Otsuka to launch Rejoyn, the first-ever prescription digital therapeutic for the treatment of major depressive disorder. The clearance generated 285 national placements (e.g., CNN, NPR, STAT, Miami Herald, Univision, Telemundo), resulting in more than 1 billion impressions and thousands of visits to the brand website.

66

CASIO

Coyne PR supported Casio throughout the year with a creator-led and media-first strategy designed to drive excitement around key product launches and cultural collaborations.

Through influencer partnerships and highly visual media mailers, Coyne spotlighted standout moments across the brand’s portfolio, including the buzzworthy Back to the Future and Stranger Things timepiece collaborations, reinforcing Casio’s relevance at the intersection of nostalgia, innovation, and pop culture. These activations generated sustained media interest and social conversation while keeping Casio top of mind with both lifestyle and tech audiences. In addition, Coyne developed a special anniversary mailer celebrating the Education Technology division’s milestone year, honoring Casio’s legacy in the classroom while reinforcing its continued leadership and impact in education.

67

FAIRLEIGH DICKINSON UNIVERSITY Coyne PR provides communications counsel to Fairleigh Dickinson University (FDU) as it navigates a rapidly evolving and tumultuous higher education landscape. Over the past year, the work has included proactive issues preparedness, guidance on emerging challenges and support for major institutional milestones, including the launch of FDU HealthPath Forward and expanded healthcare-focused partnerships such as its collaboration with Rowan University. This work has helped FDU to sharpen its institutional voice and stand apart in an increasingly competitive and complex educational environment.

68

REWORLD

Coyne PR serves as the full-service agency of record for Reworld™, supporting the company from its corporate rebrand in 2024 to current efforts to promote its sustainable waste solutions for corporations and municipalities. The team drives proactive storytelling across national, trade and regional media to highlight how Reworld™ uses innovative and sustainable approaches to divert waste from landfills and support a more circular economy by generating value from diverse waste streams. The year-long comprehensive strategy involves expanding executive visibility and community-focused storytelling, as well as leveraging key milestones, including acquisitions and sustainability initiatives. The team also provides 24/7 issue/crisis communications counsel for many situations, including sensitive facility-level situations, helping ensure timely and accurate communication with key audiences that support and protect the brand.

69

SIGNIFY

Coyne PR supported Signify throughout the year with an earned-first communications strategy focused on amplifying new product introductions and expanding the brand’s reach beyond traditional consumer tech media. By tapping into adjacent verticals – including gaming, film and fan culture, and men’s and women’s interest outlets – we introduced Signify to new audiences and positioned the brand at the intersection of technology, lifestyle, and entertainment. This approach drove broader visibility and helped reframe product storytelling through culturally relevant angles. In addition, Coyne PR supported Signify’s presence at major global moments, including CES and IFA, delivering sustained media momentum before, during, and after each show and reinforcing the brand’s leadership across innovation-driven categories.

70

TRUCKSTOP.COM

Coyne PR supported Truckstop.com’s presence at the Mid-America Trucking Show by helping introduce new load board features and reinforcing the brand’s role as a trusted partner for carriers. Leading into and during MATS, Coyne secured media interviews for multiple Truckstop.com subject matter experts, creating opportunities to discuss market conditions, fraud prevention and financial decision-making. Plus, Truckstop hit the main stage on a panel discussion on a critical industry topic. Through strategic messaging and on-site support, Coyne helped Truckstop.com engage key industry audiences and showcase product innovation and expertise at one of the trucking industry’s most impactful events.

71

72

OUTRIGGER RESORTS & HOTELS

To launch 'Auana, the first-ever resident Cirque du Soleil production in Hawai‘i, Coyne PR

partnered with OUTRIGGER Hospitality Group to drive global buzz and cultural relevance.

Centered at the OUTRIGGER Waikīkī Beachcomber Hotel, the campaign included a press trip for top-tier media, celebrity red carpet and immersive storytelling that honored Hawaiian roots.

The effort generated more than 400 placements and 2.36 billion impressions with coverage in PEOPLE, BuzzFeed, TODAY and Entertainment Tonight. With more than 180,000 tickets sold, 'Auana positioned Waikīkī as a world-class live entertainment destination.

73

UNITED STATES TENNIS ASSOCIATION COACHING Coyne PR partnered with USTA Coaching to support the platform’s national launch and continued growth through an integrated media strategy spanning earned media, paid placements, influencer partnerships and thought leadership. Together, Coyne positioned USTA Coaching as a dynamic, inclusive resource serving coaches across all levels of the tennis ecosystem. To date, Coyne's efforts have driven more than 2 billion impressions across national, regional and grassroots channels, building momentum while shaping a narrative rooted in accessibility, community-building and long-term impact. Strategic storytelling and timely activations around tentpole moments, including the US Open, Women in Coaching Summit and Coach Appreciation Month, deepened engagement with key audiences such as tennis parents, community mentors and professional coaches, reinforcing USTA Coaching’s role in growing the game nationwide.

74

AMRIZE BUILDING ENVELOPE

As Amrize Building Envelope’s public relations agency of record since 2022, Coyne PR has led two corporate rebrands and provides day-to-day earned-media support for a portfolio of brands, including Elevate commercial roofing, Gaco coatings and Enverge spray foam insulation. The team’s monthly storytelling strategy translates technical building envelope concepts into practical solutions for contractors, architects, specifiers and building owners. A key priority is elevating the industry expertise of many Amrize leaders through a consistent strategy of contributed thought-leadership content and project-driven success stories that showcase real-world performance. The annual International Roofing Expo is a tentpole moment during which Coyne drives extensive earned media exposure for each brand’s product while elevating thought leaders through topical educational seminars. The consistent high level of traffic from media and customers at the Amrize Building Envelope booth is a testament to Coyne’s year-long success in positioning the brands as industry leaders.

75 75

ARLINGTON CONVENTION & VISITORS BUREAU Coyne PR leads proactive storytelling, influencer engagement and high-impact press activations

such as familiarization trips and media visits for Arlington Convention & Visitors Bureau, the official destination marketing organization for Arlington, Texas. Coyne has set the stage for Arlington as it prepares for a momentous 2026, hosting the FIFA World Cup and the inaugural INDYCAR Arlington Grand Prix. The team introduced media to the destination and pitched unique visitor experiences, from Texas-sized holiday spirit at the Christkindl market to a fresh twist on local BBQ. Results included Travel + Leisure, Southern Living, Parade, National Geographic, AOL and Yahoo, positioning Arlington as a must-visit city and laying the groundwork for a big year ahead.

76

TAKIS

The Takis x Wicked collaboration united one of the most intense snack brands with one of the year’s most anticipated films, launching a limited-edition product that tapped into fan excitement and pop-culture relevance ahead of the movie’s premiere. To drive awareness, Coyne PR secured a top-tier consumer exclusive with People.com to break the news, fueling momentum that led to additional earned coverage across entertainment, lifestyle and food outlets, and more than 3 billion impressions.

Coyne further amplified buzz with a film-inspired, custom mailer sent to 47 influencers.

The spellbinding package sparked organic social chatter, generating 55+ posts and over 650K views across Instagram, TikTok and Facebook, elevating visibility, excitement and cultural conversation around the collaboration. A wickedly intense partnership that proved when fandom meets flavor, the buzz is inevitable.

77

MCDONALD'S

Coyne PR was selected as a nationally certified PR agency partner for McDonald’s, one of the world’s most iconic fast-food brands. The designation followed a rigorous vetting process that included extensive collaboration with McDonald’s franchisees and the development of scalable, market-ready PR strategies aligned with the brand’s operational and reputational standards.

78

WATTS WATER

Watts Water Technologies selected Coyne PR as its agency of record, marking the start of an annual strategic partnership. The engagement reflects Watts’ confidence in Coyne’s ability to elevate its visibility, credibility and leadership position across water technology, sustainability and key vertical markets through a proactive, research-driven communications program.

Watts represents both a significant win and a strong vote of confidence in Coyne’s expertise in earned media, thought leadership and integrated storytelling.

79

SISTERHOOD TRAVELS

Coyne PR partnered with Sisterhood Travels at a pivotal moment as solo travel, particularly among women, was gaining momentum. Coyne led a strategic national media program to introduce and differentiate the brand, positioning it as a trusted, purpose-driven leader in safe, community-led group travel for women. Through proactive outreach and hosted media visits, Coyne built early credibility, while elevating founder and CEO Stacey Ray as a thought leader on women’s travel and empowerment. The effort secured executive interviews and feature coverage in outlets including Forbes and MSN, helping establish Sisterhood Travels as a leading voice in the category and reinforce its mission of empowering women through travel.

80

CASTELLO® CHEESE AND ARLA® FOODS

Coyne PR partnered with Castello® Cheese and Arla® Foods to support an always-on social media

content strategy focused on elevating brand storytelling and engagement across key platforms.

As social media agency of record, Coyne developed strategic direction, produced original digital content and provided ongoing counsel to ensure both brands remained culturally relevant while delivering clear product messaging.

Coyne collaborated with a mix of UGC and food-focused creators to develop authentic, platformnative recipe and lifestyle content, including select creator collaborations tied to key retail and launch moments. In parallel, Coyne led day-to-day community management, fostering meaningful two-way engagement with consumers. In collaboration with the Coyne Studio team, Coyne elevated creative execution to enhance storytelling, resulting in visually compelling, trend-informed social content that reinforced each brand’s commitment to quality and craftsmanship.

81

81

EGGLAND'S BEST

Recognizing the explosive rise of Pilates as a wellness staple, especially among Millennial women, Coyne PR helped Eggland’s Best tap into the trend with a nationwide partnership with Club Pilates.

Timed to National Nutrition Month, the campaign blended superior nutrition with movement, bringing EB’s benefits to life through high-protein recipes, exclusive in-studio activations, and a sweepstakes that pulled in 426,000+ entries, one of EB’s best-performing to date.

With more than 770M impressions and more than 1 million classes completed across 1,165 studios, Eggland's Best successfully positioned itself as the go-to fuel for a generation redefining wellness from the mat up.

82

HAND & STONE

Coyne helped Hand & Stone literally drive holiday brand awareness by creating a NEW national holiday that celebrates the calm amid the holiday chaos: Back Friday. Landing one week after Black Friday, the moment honored those carrying the season on their backs especially moms, as a brand-commissioned survey revealed nearly two-thirds of Americans (63%) say moms carry the holiday season most on their backs - by turning one of the year’s most exhausting weeks into a reason to relax. Brought to life through a first-of-its-kind New York City massage truck pop-up (free massage, anyone?) and amplified via nationwide media and influencer outreach, Back Friday positioned Hand & Stone as a leader in wellness and holiday gifting, driving 125M+ estimated impressions, including a live PIX11 broadcast and dozens of organic influencer posts.

83

CERAVE

To launch CeraVe’s Balancing Air Foam Cleanser, Coyne PR created “CeraVacay,” a multi-day, cloud-inspired brand trip in Miami’s South Beach. Influencers experienced aerial yoga, poolside skincare consultations, a penthouse gifting suite and a dreamy Dinner in the Clouds. The highly shareable activation generated more than 200 organic content pieces, reaching more than 15.4M followers across Instagram, TikTok and YouTube. The immersive experience brought CeraVe’s latest innovation to life, solidifying the cleanser as a must-have for summer and elevating the brand through balance, beauty and influencer buzz.

VETERINARIANS WITHOUT BORDERS Veterinarians Without Borders engaged Coyne PR for the agency’s deep pet industry

expertise and ability to build awareness for mission-driven organizations. Coyne helped introduce the charity to new markets through targeted media outreach, while also inserting Veterinarians Without Borders into timely seasonal news cycles to establish relevance and credibility. Together, these efforts expanded visibility, strengthened brand recognition and connected the organization with new audiences.

86

WALK-ON'S SPORTS BISTREAUX

Walk-On’s Sports Bistreaux partnered with Coyne PR to stand out in a crowded sports dining category by celebrating perseverance and the spirit of walk-on athletes. Inspired by NFL star Jason Kelce’s retirement and his own walk-on journey, Coyne PR launched a scholarship program awarding 13 students $10,000 each. Announced by Co-Owner Drew Brees and organically discussed by the Kelce brothers on their “New Heights” podcast, the campaign earned more than 10 billion impressions and widespread national coverage, reinforcing Walk-On’s values and deepening its cultural relevance.

87

SIGNATURE WAFERS

Coyne PR has driven sustained momentum for Signature Wafer & Chocolate Co. and its partnership with the makers of SKIPPY® Peanut Butter. Coyne launched their partnership with a trade-focused media relations campaign, followed by an influencer campaign tied to summer and back-to-school moments, generating 25 Instagram Reels, 954K+ reach, and 761K+ impressions. Coyne further amplified trade impact by announcing the Walmart expansion of SKIPPY® Wafer Bars alongside two new flavors: SKIPPY® Peanut Butter Wafer Bar Banana and Peanut Butter, and Strawberry Jelly! The efforts have turned awareness into demand and demand into retail growth.

88

VTECH

Coyne PR supported VTech across the U.S. and Canada with integrated programs that promoted their baby, infant, toddler and preschool portfolios. Through a strategic mix of earned and paid tactics, Coyne drove awareness for new product launches and key seasonal moments, while executing tailored influencer activations, celebrity partnerships and registry platform collaborations. Furthermore, by leveraging Amazon Creator Connections, Amazon’s influencer extension of Amazon Associates, Coyne facilitated partnerships that delivered more than 5X ROI (566%) during Prime Day and holiday sales periods, reinforcing VTech as premier leaders in the industry.

89

KURA SUSHI

Coyne PR supported Kura Sushi USA by amplifying its fan-driven brand partnerships through earned media, reinforcing the brand’s unique “eater-tainment” positioning at scale. The team led national awareness efforts around the second launch of Kura Sushi’s Bikkura Pon collectible collaboration with the beloved Peanuts franchise.

Through a strategic nationwide announcement, Coyne generated visibility across national, local and broadcast outlets, spotlighting the program’s blend of exclusive collectibles, loyalty rewards and family-friendly sweepstakes. The campaign demonstrated Coyne’s ability to elevate repeat franchise partnerships into cohesive, high-impact media moments that drive both excitement and brand consistency.

90

LASERAWAY

Aesthetics leader LaserAway engaged Coyne PR to raise national awareness and strengthen the brand’s profile within the business, trade and wellness media landscape, building momentum ahead of its 20th anniversary. Through milestone-driven storytelling and executive thought leadership, the team reinforced LaserAway’s position as the leading medical-first aesthetic dermatology brand. Coyne secured high-impact earned coverage in outlets including Forbes, Marie Claire, Beauty Independent and Athletech News, spotlighting LaserAway’s zero-closure national expansion, category leadership, and role at the intersection of beauty, wellness, and medicine. CEO Scott Heckmann was positioned as a key industry voice, with thought leadership around the “second wave of wellness” driving sustained media interest. A defining moment of the year was LaserAway’s 200th clinic opening in Nashville, which Coyne strategically leveraged as a national proof point of two decades of growth, reinforcing the brand’s scale, credibility and continued momentum.

91

THERABREATH

The TikTok-viral oral care brand, TheraBreath, turned to Coyne PR to drive awareness for the launch of its new line of toothpastes that, like its rinses, are formulated to fight bad breath at its source.

The team uncovered that while 85% of people want someone to tell them if their breath needs some freshening up, only 15% are willing to break the news because… well, AWKWARD! To help fans ensure those closest to them are showing up as their freshest selves, TheraBreath teamed up with comedian and podcast host, Jake Shane, to deliver the news and an exclusive offer to try the new TheraBreath toothpastes anonymously on their behalf with Breathapy Sessions.​Fans simply nominated someone in need of freshening via DM for a chance for their nominee to receive a “Breathapy” session or pep talk video from Jake himself along with a sample of the toothpaste so they could squeeze the day.

And while the nominations were designed to be hush-hush, the conversation around the campaign was anything but! The launch generated nearly 6 billion earned media impressions, with top national outlets like People, Us Weekly, E! News and more covering the partnership with Jake and the Breathapy session offer. ​

92

PRET A MANGER

Coyne PR partnered with Pret A Manger to elevate its U.S. brand profile, with a strong focus on New York as a key growth market. Through high-impact news PR and relationship-driven outreach, the team positioned Pret as a premium yet accessible everyday coffee and food destination. Coyne drove national attention on National Coffee Day with a one-day free organic coffee offer, generating more than 240 earned placements across top-tier outlets including USA Today, TODAY, CNN Business and Fast Company. To deepen local media engagement, the team executed targeted NYC newsroom lunch drops tied to Pret’s seasonal and holiday initiatives, delivering fresh, feel-good brand moments directly to editors and producers.

93

PRIDE LIVE 94

Coyne PR partnered with Pride Live to drive awareness and engagement around the historic grand opening of the Stonewall National Monument Visitor Center, the first LGBTQ+ visitor center in the National Park Service and the 7th Annual Stonewall Day concert. Through a dynamic, multi-channel social media strategy featuring iconic imagery, partner collaborations and real-time event coverage, Coyne amplified Pride Live’s landmark moment, highlighted by remarks from the President and First Lady of the United States. The campaign generated more than 79 million social media impressions, helping to sell out the concert and cementing the day as a cultural milestone.

95

WHAT IS GEO AND WHY IT MATTERS Generative Engine Optimization (GEO) is the practice of aiding a brand to accurately, consistently and credibly show up in AI-generated answers across platforms like ChatGPT, Gemini, Perplexity and others.

Unlike traditional optimization disciplines, GEO is not about ranking pages or increasing volume. It is about earning inclusion.

96

COYNE’S GEO FRAMEWORK Coyne’s GEO work is built around a disciplined, repeatable framework that connects communications, data and technology.

Across industries, generative platforms now shape how people search, evaluate and decide.

Instead of scrolling through links, audiences increasingly receive synthesized answers, confident responses delivered before comparison begins.

In those moments, brands are either surfaced with authority or filtered out entirely.

This is not a shift in channels. It is a shift in how credibility is evaluated. AI systems do not assess brands the way people do. They assess signals.

Across platforms, credibility centers around four core pillars, which we call CARV:

CONSISTENCY

Alignment across the permanent public record. Facts, positioning and narratives must agree across earned media, structured sources such as Wikipedia and industry databases, and owned channels. Contradiction introduces doubt.

Alignment builds trust.

AUTHORITY

Demonstrated expertise and recognition within relevant domains. AI systems weigh who is speaking as much as what is being said.

RECENCY

Current, ongoing evidence of relevance. AI favors present signals over historical reputation. Dormant credibility erodes. Active visibility reinforces trust.

VALIDATION

Independent corroboration of claims and standing. When trusted third parties confirm what a brand asserts, generative systems can cite it confidently rather than cautiously.

When those signals are strong, brands appear with confidence.

When they are weak or fragmented, brands are filtered out regardless of awareness, spend or reputation elsewhere.

This is where Coyne has built a dedicated, growing practice.

97

EMBEDDED INTELLIGENCE FOR THE AI ERA Coyne PR’s Generative Engine Optimization (GEO) practice is embedded across the agency and integrated directly with senior leadership in every discipline and industry vertical. Our Analytics and Intelligence team brings together seasoned communications professionals, analysts and practice leaders who work seamlessly to shape and strengthen our clients’ narratives in AI-driven environments.

We bring this strategy to life through a disciplined set of GEO capabilities designed for today’s answer-first world. The following services illustrate how that work unfolds.

Conduct AI Visibility Audits

Measure Share of Answer

Develop GEO Media Maps

Assess how brands currently appear across generative platforms, identify gaps, inaccuracies and competitive disadvantages, and establish a baseline for improvement.

Quantify how often a brand appears and how it is positioned in AI-generated responses compared to competitors, across priority topics and audiences.

Identify the outlets, source and voices generative engines rely on most heavily in a given category, and align earned media strategy accordingly.

Strengthen Structured Sources

Build Answer-Ready Content

Design Ongoing GEO Strategies

Help brands clearly and defensibly answer the questions generative systems are already being asked, reducing ambiguity and preventing systems from guessing.

Integrate earned media, structured sources and owned content into a cohesive program that compounds credibility over time.

Audit and remediate key reference points such as Wikipedia, Wikidata and industry databases to ensure accuracy, consistency and durability.

As search continues to evolve, we help clients shape how they are represented in the answers provided by generative engines. This requires a unified approach, bringing marketing and communications together to ensure messaging is consistent and aligned across structured data, website content, marketing materials and earned media presence. The result is clarity, credibility and cohesion, positioning our clients to Be the Answer.

For more information, email BeTheAnswer@coynepr.com.

98

We’ve helped the biggest brands in the world think outside the box.

Now we’re helping them think inside the box.

When people turn to ChatGPT, Gemini or Claude, they don’t get ten blue links.

They get one authoritative answer.

Coyne PR helps your story earn that answer through our Generative Engine Optimization framework, which evaluates real-world queries, analyzes language patterns and assesses audience behavior to understand how LLMs source and surface answers. We turn those insights into a clear strategy for owned content, earned media and third-party influence, strengthening the signals that help you show up in the answer box. Because in this new era of generative discovery, the stories we earn and the data we shape don’t just build brands, they power the engines that define them.

BE THE ANSWER 99

EARNED CREDIBILITY IN AN ANSWER-FIRST WORLD Search has evolved. Across industries, generative platforms are reshaping how people search, evaluate options and decide who to trust. Instead of scrolling through links, audiences increasingly receive synthesized answers and confident responses. These summaries influence decisions before brands ever enter the conversation and, in this environment, awareness alone is no longer enough.

Credibility determines inclusion.

This Collection brings together a year of earned media work from Coyne Public Relations. The campaigns featured here built authority, shaped culture and earned trust where it matters most. But it is about more than what was achieved.

It is about what that work reveals.

As search evolves into answer-first experiences, earned media has taken on new weight. Credible coverage does not just influence people. It influences the large language models people increasingly rely on to guide decisions.

INSIDE, YOU WILL FIND: • A broad spectrum of earned, influencer and culturally relevant work for leading brands • I nsight into how credibility intersects with modern discovery and generative search systems • O ur Generative Engine Optimization framework, which explains how AI-powered search surfaces answers, what signals it prioritizes and how brands can strengthen their presence and share of answer in these environments This Collection shows what works today and clearly explains how credibility shapes visibility, relevance and competitive advantage as search continues to evolve.

Because in a world that increasingly asks and answers first, the brands that lead are the ones the systems trust.

Earned media has always mattered. What has changed is how it is influencing the answer.

Coyne Public Relations: helping brands Be the Answer.

NEW YORK • NEW JERSEY

@CoynePR coynepr.com