Strategy 

SPRING PR developed and implemented a targeted PR and media-relations strategy to ensure strong visibility for the duet’s presentation-conference. In the lead-up to the event, the team coordinated with key entertainment and cultural media, prepared tailored press information and managed all outreach to secure attendance and interest.

During the presentation, SPRING PR oversaw the entire media-relations process: guiding the communication flow, shaping talking points, managing the Q&A session and coordinating interviews with SONA and Kevin McCoy for leading entertainment and music platforms. The team ensured that journalists had direct access to the performers and accurate information for meaningful coverage, while also overseeing photo documentation to support post-event publications.

Post-event, SPRING PR continued the communication cycle through follow-up outreach, dissemination of approved materials and careful oversight of the information flow across media platforms. As an international collaboration between an Armenian artist and globally recognized performer Kevin McCoy, the presentation-conference also served as an initial positioning moment for the upcoming music video, creating early media interest and laying the groundwork for its wider cross-market promotion upon release.