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Jan 13, 2016

MWC Successful News Conference Helps Client Promote New Emissions Testing Program

When the provider of a new on-road vehicle emissions inspection option now available in traffic-choked Northern Virginia had trouble getting out the message about its services, it turned to McGuireWoods Consulting and MWCAdvocacy to deliver the results it wanted.

MWC’s Virginia Government Relations client Opus Inspection, was looking for a way to raise consumer awareness of its new RAPIDPASS Virginia service in the Washington, D.C., suburbs where free time is scarce and residents measure their daily commutes in hours spent in traffic.

RAPIDPASS Virginia is a breakthrough that allows motorists who are subject to the testing requirements of Air Check Virginia to quickly and conveniently have their emissions inspections fulfilled while their vehicles are in daily use on the roads. 

MWC Advocacy put together a Jan. 7 media event in Falls Church that featured Virginia Secretary of Natural Resources Molly Ward headlining a group of state and local dignitaries. The event drew attention from two major Washington television affiliates and Washington’s top-rated news radio station as well as several regional and local print publications.

The focus of numerous favorable stories, however, turned out not to be a VIP. The star of the show was the first customer to use RAPIDPASS Virginia. The firsthand narrative of a real user  about how the service had made his life substantially easier resonated throughout the reporting from the event. 

In a follow-up letter afterward, the client wrote to the MWC team praising the work of Michelle Sattterlund (Government Relations), Mark Hubbard and Ginny Boland (both MWCAdvocacy) in putting together the event.

“Everyone did an exceptional job,” the client wrote. “It resulted in very positive reporting and excellent interviews. Thank you for the many hours of groundwork that gained this very valuable earned media coverage.”