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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


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