Sex and the Cold One

Tying your pitch to current trends or already popular topics is a common strategy in proacive media relations (PMR). PR has the license to creatively integrate their product or company with top stories of the day. Gas prices are reaching a record high and your client makes hydrogen fuel cells? Britney Spears admits she can’t read (c’mon you wouldn’t be that surprised, would you?) and you represent a literacy foundation? Framing your story around larger current issues is a premiere tactic in the elusive hunt for media hits because the writers are going to write those stories anyway. So if you can offer an expert opinion, counter-opinion or new angle, you’re already on your way to positive ink.

That impossibly lectured preamble leads to a strikingly good piece of PMR done by Punch Communications. (ed. note: also a friend of mine)

The client is Moosehead Breweries. Alcohol coverage is notoriously hard to come by as potent potables rarely get reviewed by anyone other than a few cocktail columnists. The media, generally speaking, doesn’t care that your suds now come in a 20% larger bottle or that the label is now red instead of green.

Realizing this, Punched and Moosehead released a survey on the back of the opening of some small, obscure, art film called Sex and the City. Stractical has discussed in posts past the various ways in which one can make news and the survey is an old staple of that toolbox (how many metaphors did I just mix there?) This survey found, very scientifically, that most men would rather drink beer than attend said art film. The survey is soft (in the good way) and quirky (like a diamond Shreddie) and latches on to the movie hype, giving relevance.

With his tongue firmly in his cheek, Doug Speirs of the Winnipeg Free Press reports on these results as if they were groundbreaking. There are multiple mentions of the brewery throughout the article (as Speirs haggles for beer) He even uses Moosehead’s spokesperson who plays along with the joke. The article is light as air and paints Moosehead as culturally aware. This pitch is perfect for columnists, lifestyle writers and the hard-to-reach radio media, of which there are plenty and explains why this story got picked up. 28 Stractical points for Punch and Moosehead for the percentage of men who would rather walk the dog than walk in Mahnolo Blahniks (I refuse to check the spelling of ridiculous shoes)

Sex and the City

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