FreeThink: March 2006

FreeThink: a blog published by Maxwell PR

When Good News is News

In PR we all know, and constantly remind ourselves and our clients, that there are never any guarantees. We do our best, get on the phone, send out the brilliantly crafted e-mail pitches, press kits and news releases (if we do say so ourselves) and sometimes, despite all of our efforts, nothing happens. It's true when working in any field, and even in general life, that you can't make someone care. You can give them the info., in the most interesting way possible, showcase a product in a stunning package positioning it as the very answer to the public's prayers...and still, if the desk it lands on belongs to someone who, on that day, could care less about your ever so useful, interesting, groundbreaking, exclusive and trendy tidbit, well, on to the next opportunity.

Not to say that we don't try, try again, but just that like all things, the things we want and work for, product placement, feature stories, broadcast coverage or even just a mention in a local event calendar can't be forced if they are to retain their value. And therein lies the beauty, and the rub, of public relations. If we COULD make it happen with the turn of a key, all the readers in the world would know and, because we're all such jaded consumers of the news these days, not care.

But, every so often, you stumble onto a story that almost tells itself and in the last few months we have had the opportunity to work with an impressive little company, Alima Cosmetics, that makes mineral make-up. The founder, Kate O'Brien, started the Portland-based company in 2004 and makes all-natural cosmetics out of finely ground minerals in a sustainable and cruelty-free way.

Kate came to us a few months ago with a small budget, an open mind and a great story. To make her investment go as far as possible we decided to forego a traditional news release, send tailored pitches via e-mail and focus on local visibility.

With all new client relationships it's important to make sure they understand that we can do our jobs to the best of our abilities, enthusiastically and creatively, and still not be able to deliver dream coverage...so that's what we said. Keep your expectations reasonable and we'll do our best. But this time, our best exceeded even our own expectations! The media loves this little company!

Kate was recently featured on the front page of the Oregonian's Living section, received a rave review in Portland Picks, is slated for Portland Monthly, the Portland Tribune and the Sustainable Industries Journal, and was interviewed by the Portland Business Journal.

The best part is that as an online business, Kate sees the coverage translate directly to Web site traffic and increased orders. In the past two months she's had to hire four part-time employees and is planning to relocate to a bigger space!

There's definitely a reward when you work on a story for months and months, pitching, following-up, calling and e-mailing and FINALLY get the story, but I have to say that working with Alima Cosmetics and watching the media respond to the story right from the start has been so fun and a testament to the principle we base our careers on...that good, solid, newsworthy news will get attention and people will care.

- Erica

posted on March 13, 2006

Out of the Folder

press kit

n. A packaged set of promotional materials, such as photographs and background information, for distribution to the press, as at a news conference or before the release of a new product. (Source: www.dictionary.com)

Yawn.

Typically, a press kit is a simple, standard-size folder with plain, text-ridden documents that attempt to convince journalists the topic or client really is important and newsworthy. Here at Maxwell PR, we always try to think outside the folder.

In the past, we've created eye-catching, aesthetically pleasing kits chock-full of interesting information for clients like sending out mini laundry baskets full of Gold Toe Socks and boxes of chips from Kettle Foods.

When faced with the task of introducing a new experiential play space at Seattle's Woodland Park Zoo, we knew that we'd have no need for those dreaded folders.

Maxwell PR partnered with Cole & Weber Red Cell, a Seattle-based advertising agency, to introduce Zoomazium to the media. Zoomazium is the first of its kind, a purpose-built indoor/outdoor nature play space in the heart of a naturalistic zoo. It offers young children whole-body exploration of nature and animals in a fun, safe, dry environment all year long. A team of children called ZooKids was actively involved in the overall look and feel of Zoomazium, surprising program managers with unique, creative ideas.

ZooKids at a design session (Photo by Ryan Hawk)

After many rounds of brainstorming and client approval, we landed on the idea of a comic book press kit. We all agreed this would be the best way to show the exhibit through the eyes of the kids while also bringing back a little nostalgia to the editors who received it.

The results? Witty, informative text combined with incredible designs to produce one of our best press kits ever.

Press Kit Cover

Press Kit Contents - Story Ideas

So far, we've received great responses from journalists who've enjoyed reading our kit... the enticing visuals piqued attention from outlets like the Associated Press, SkyWest Magazine, Nick Jr. Magazine and many others. The moral of the story is: think outside the folder!

Laura Bishow

posted on March 07, 2006

	This spirited, open forum by Maxwell PR staff members, studio mates and colleagues features people who are, in our opinion, doing the right things to get people talking. You'll see us rave about organizations building communities and rant about those who are missing obvious opportunities. We sprinkle in a little marketing and PR rhetoric from time to time for extra vigor and enthusiasm, and will share observations and insight based on our own experience honing our craft every day.

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