Connection is the new coverage: Realizing purpose of PR partnership

The most impactful partnerships start with purpose. Not a campaign or a calendar, but a genuine opportunity to connect people and make a difference.

That was our goal when bringing together two of our clients, Rosina Food Products and the Independent Health Foundation—both Western New York institutions with deep roots in the community—for a collaboration that turned shared values into meaningful, tangible impact.

During October’s Italian American Heritage Month, Rosina associates came together to pack more than 500 food bags for the Foundation’s Good for the Neighborhood program. Each bag included ingredients for a healthy Italian recipe featuring Rosina products, plus thoughtful extras like kitchen tools and vouchers for free meatballs. Throughout October and November, the bags are being distributed—alongside fresh produce—at these Foundation-led neighborhood events where families can also access free health screenings and wellness resources close to home.

This kind of impact matters now more than ever in Western New York. According to Feeding America’s annual Map the Meal Gap study, food insecurity rose 6% last year across Erie, Niagara, Cattaraugus, and Chautauqua counties, affecting 185,430 people including nearly 54,000 children. With inflation and the rising cost of living straining family budgets, federally funded Supplemental Nutrition Assistance Program (SNAP) benefits in jeopardy, and pressures across the healthcare system making it difficult for families to get the care they need, partnerships that help meet basic needs aren’t just helpful—they’re essential.

But this collaboration is about more than food and healthcare. It’s about recognizing a need and responding in a way that reflected both organizations shared commitment to the community they call home. Together, Rosina and the Independent Health Foundation created something meaningful: a moment that celebrated culture, supported families, and strengthened community ties.

In my role leading Media Relations and Community Engagement at The Martin Group, I see how powerful these kinds of moments can be. When companies lead with authenticity, aligning their values, resources, and expertise with real community needs, a trust is built that lasts long after the event is over.

That’s why we at The Martin Group are so proud of partnerships like this one. They remind us that when doing good aligns naturally with doing what you do best, the impact extends far beyond a single moment. It becomes part of how you show up in the world.

And that’s what modern public relations is really about. The media landscape has changed. Newsrooms are smaller, attention spans are alarmingly shorter, and audiences are more discerning than ever. Today, PR isn’t just about earning coverage; it’s about earning connection. It’s about helping brands live their values in visible, authentic ways through the partnerships they build, the communities they support, and the stories they choose to tell.

When those actions speak for you, the coverage tends to follow.

Want to learn more about The Martin Group’s work in enabling partnerships through public relations? Click here.