a funny thing happened on the way to the Food Bank’s Great Turkey Challenge

Our esd&associates public relations director was a news gal in a previous life. She was on the job every Thanksgiving Day holiday searching for an unusual story to tell on the nightly newscast.

So when esd&associates team members decided to spend Thanksgiving morning raising awareness and money for the San Antonio Food Bank at their 5K run/walk, she knew we had a unique story of thanksgiving to tell.

The strategy was simple: think like a reporter.

a simple pitch

Keep It Simple Stupid:

  • esd team members were thankful for what we have, and we wanted to help San Antonio’s hungry families.
  • esd team members were ALSO walking with one special co-worker who died suddenly in the office six months earlier and had made a miraculous recovery.  He was walking in the 5K.
  • our team member would be available for interviews.

front page metro

Our Thanksgiving story was placed in the front page of the Metro section along with a color photograph. It was also on MySA, the San Antonio Express-News’ online edition.

The story was more than just words about a 5K walk. It was heart warming and even had an esd&associates plug.

making friends in all the write places

The newspaper reporter contact appreciated how all the story ingredients came together effortlessly for him. A valuable rapport was created.

It pays to think like a reporter.

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