Choosing a sample of most interest to your target audience is the single most important factor in getting rich media coverage.
From Oral-B the brief was logical. To interview dentists about the state of the nation’s teeth.
But dentists aren't the easiest sample to reach. Understandably they are never available while with their patients, and very few respond to online questionnaires.
How did we do it? By asking nicely. We fixed appointments with the dentist (through their receptionists and dental nurses) and revealed the changing state of the nation’s teeth from the people who know.