Capital markets interview resource guide.

• Position: Public Relations - Brief Article

Institution: Branch Banking & Trust, Winston-Salem, N.C. Assets: $97 billion; 1,400 branches Agency: The Bloom Agency, Winston-Salem, N.C.

The goal of this effort was to position the bank as a valuable source of interviews for national media outlets. The campaign took the form of an informational reference piece and interactive compact disk. The disk promotes specialized BB&T representatives for appearances on broadcast media outlets. The hope was that the CD would lead to...