|
|
Media Relations: Compelling Personal Story Spurs Coverage and Revenues
As with all marketing, PR is about communicating what makes an enterprise different. Sometimes the differentiator is the management team.
A good example is Miriam’s Kitchen (www.miriamskitchen.org), our agency’s pro bono client. Miriam’s serves breakfast and provides social services to men and women who are homeless in the Foggy Bottom area of Washington, DC. Miriam’s management team is made up of a number of impressive people, including Director of Kitchen and Volunteer Services Steve Badt. “Chef Steve” is a professionally-trained chef who traded a career in high-end restaurants to conceive and prepare gourmet meals for people who might otherwise never have the opportunity to enjoy them.
Principor Communications designed the first stage of its communications program for Miriam’s Kitchen around Steve. The campaign has resulted in features on NPR’s Washington, DC affiliate and in The Washington Post and The Washington Times. The most recent feature on Steve appears in the Feb. 3, 2003 issue of People Magazine (Click here to view this feature).
This coverage has resulted in measurable increases in both financial and volunteer support. Volunteer interest has been so high that Miriam’s recently started a second shift to accommodate them. The second shift, made up of self-managed teams led by a long-time Miriam’s volunteer, prepares fresh baked goods for the following morning’s guests.
Strategic, aggressive, results-oriented PR works.
If you’d like to learn more about how PR can work for your organization, contact Principor Communications at 202-595-9008 or info@principor.com.
© 2002–2005 Principor Communications