Emmy-nominated Ring of Faith is a DeSales Studios documentary that explores the role of religion among boxers. But an interesting topic and an Emmy nomination aren’t always enough to generate buzz.

You have a shiny, new thing. It’s unique, it’s upbeat, it has local and wider interest, you have those involved ready to be interviewed, and you’ve got great video and photos of it. So, what do you do? You write a press release, in hopes of getting a response and ultimately media coverage. But nothing happens. What next?

Realizing that feature stories like this are evergreen, we started leveraging our contacts in the news business. And it simply becomes the art of the follow-up. Our tenacity paid off, and we were rewarded with great coverage on New York 1.