The research had an implicit message: Dentists need to completely diagnose
a problem before operating. This message was enough to catch the eye of a Times reporter, who asked for a news release and then wrote the story featuring UCLA’s School of Dentistry. 

Read New York Times article here.

Dental-Treatment Trend Reported in TIME
A full-page story in TIME resulted from our discerning a movement in dental treatment towards chemical, rather than mechanical, methods for treating various problems. 

Read TIME article here.

Chocolate “Twist” Sweetens Media Coverage
Seven Los Angeles television stations broadcast interviews with a UCLA dental researcher who had made a curious discovery. Poor Africans habitually clean their teeth with “chewing sticks,” twigs from local shrubs and bushes. The twigs are chewed to create rudimentary toothbrushes.  The twigs also contain large amounts of tannins, chemicals that protect teeth, and which the people would swallow. Tannins are also found in chocolate, coffee, tea, beer and wine. 

The fact that chocolate has a large amount of tannins—so chocolate is not as bad for your teeth as your mother said—provided the “hook” for a news release. 

The release was picked up by City News Service and broadcast throughout Los Angeles, resulting in the stations asking for interviews.  

Discovery Channel Asks Strategic Ink for Story Ideas
Telephone calls from The Discovery Channel were common after two stories were placed with them. Because Strategic Ink builds respectful and professional relationships with reporters, we have received many calls to see if we have any stories they can use.