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.