EVE ALINTUCK
[3] CASE STUDY:
Andy Gore of Macworld/Mac Publishing, LLC, establish “niche” publication's editor-in-chief as industry expert.
Critical Task
Andy Gore, Macworld’s Editor-in-Chief, wanted to make a name for himself outside of his publication as an independent expert in Macintosh computers, and the overall PC industry, without endangering his close working relationship with Apple Computers.
Solution
Use the annual Mac Expo, industry trades and television and radio venues to launch his new positioning.
Pre-ShowStrategy
- Build relationships and name recognition with influential media contacts
- Develop preliminary database
- Make initial contact
- Add pre-registered press list to database
- Send introductions
- Follow-Up calls
- Send targeted, appropriate press release
- Follow-Up calls
- Send media advisory
At Show
- Use guerilla tactics in order to drive media to Andy
- Assemble an assertive “retriever” team to identify and direct media contacts
- Confirm next steps i.e., accept/suggest further contact after the show
Post-Show
Follow up with media contacts to schedule story.
Results
- Andy Gore enjoyed positive, widespread analysis by business and trade publications on a regular basis
- New appreciation for Andy as a source of independent analysis
- Coverage no longer restricted to the few predicatable technical publications that had followed Andy since initial PR efforts, including major coverage on KABC and WCBS
Click to Read Other Case Studies: [ 1 ] messaging and media strategy; [ 2 ] media relations