Located in Minneapolis, MN, General Mills is among the world’s largest food companies. One of the firm’s most beloved products, Chererios cereal, has been a family favorite for over 70 years. 

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Made with 100 percent natural whole grain oats, it ‘s the only major breakfast cereal grain proven to help lower cholesterol. Three grams of soluble fiber daily from whole grain oat foods, like Cheerios, in a diet low in saturated fat and cholesterol, may reduce the risk of heart disease. Cheerios provides 1 gram of soluble fiber per serving.

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Shortly after Cheerios was made with whole grains, a nutrition study was done on the cereal product. The study’s results showed that Cheerios could be used to help lower cholesterol.  That was big news Back in the Day, pre-social media….General Mills decided to conduct a nationwide one-day media campaign to announce these findings. In addition to sending out a press release about the cereal’s heart-healthy benefits via a wire service, on the announcement day the firm wanted the press release hand-delivered to key media people in every major city by freelance PR consultants.  After finding Bastian Public Relations via an online search, General Mills hired Lisa Bastian to represent the company in this media relations endeavor and cover media working the Greater Cincinnati/Northern Kentucky region.  Bastian hand-delivered dozens of Cheerios press kits to local journalists and was well-versed in the nutritional news promoted. Later Bastian was told by General Mills (who had the means to track stories) that her work bore highly positive publicity results for the overall national PR campaign.

SKILLS Media relations.

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