Media Relations

My primary focus during the first eight years of my career was media relations - i.e. the art of crafting messaging to entice journalists to write about a client to satisfy a defined goal. While I’d later expand my interest to inbound marketing, automation, CRM, content, email, social - and all of the pieces that make an effective go-to market strategy - my first love was PR. In fact, I still enjoy developing strategy and crafting messaging that will resonate with journalists. Clients have included authors, restaurants, wineries, business conferences, non-profits, colleges and statewide political campaigns in Oregon. The clients may vary - but for me - each media pitch begins with important questions - how does this support the organization, and is this really news?

Case Study - Fools Rush In.
I developed the bug for marketing and public relations while supporting Schaffner Press and its re-release of two books by author Bill Carter. One book included “Fools Rush In”, the story of a young man who went to Sarajevo during the Bosnian War to selflessly deliver aid to places so dangerous that the UN wouldn’t even go. Within the war zone he met ordinary people, children and artists full of life despite the daily carnage, and he found a way to bring world attention to the conflict. The apex of my experience was visiting Sarajevo in 2012 as the city commemorated 20-years since the beginning of the war.

Challenge.
The book had previously been released so a media relations campaign couldn’t leverage the newness factor. The media industry was also going through a tremendous upheaval in which book editors across the country were being laid off and their columns disappeared. Book review sites came and went like the passing tide.

Solution.
Leveraging Bill’s incredible ability for storytelling and connecting with audiences, we booked a series of events across the United States to introduce new audiences to his work, using those appearances to garner media coverage for the re-release. We also harnessed events occurring in real time to bring his voice into contemporary issues including U2 concerts, environmental disaster and the illegal detainment of General Divjak (RIP) in Serbia. This included paid speaking gigs with myriad universities, and creating new relationships with organizations and thought leaders that were relevant to his personal brand.