A high-profile
sex scandal and comic book superheroes have gripped news coverage in
San Diego for most of the summer. The mayor's alleged indiscretions
dominated news coverage, while the city played host to Comic Con, a huge
international entertainment convention.
The
task of getting news coverage in the midst of all this drama felt like a
job for Wonder Woman, or at least someone who owned a cape and matching
boots. My client, Ducerus
- a national college planning company based in San Diego, gave me the
assignment of getting coverage on back to school savings tips for
families sending their kids to college.
Here's how this ordinary mild-mannered PR professional persevered on the quest to get media attention:
-I
focused on parenting magazines, education and consumer reporters. Not
everyone was writing about the salacious happenings inside city hall. I
stayed away from general assignment reporters – they’re assigned the
news of the day.
-I made it easy. I asked a local magazine, if they would be willing to accept a back to school story with my client’s byline. They did!
-I turned up the heat. Back to school is a timely story angle, but has a short time frame. I stayed on top of pitches and follow-ups.
I managed to get results without the use of a cape or super power. Ducerus was featured in the
San Diego Union Tribune, local television stations and a parent's magazine. The story was also picked up in LA and other stations across the country. As an additional bonus, a successful pitch was made to Yahoo! News. That story should run within the next couple of weeks.
-I made it easy. I asked a local magazine, if they would be willing to accept a back to school story with my client’s byline. They did!
-I turned up the heat. Back to school is a timely story angle, but has a short time frame. I stayed on top of pitches and follow-ups.
I managed to get results without the use of a cape or super power. Ducerus was featured in the
San Diego Union Tribune, local television stations and a parent's magazine. The story was also picked up in LA and other stations across the country. As an additional bonus, a successful pitch was made to Yahoo! News. That story should run within the next couple of weeks.
