I just became a Costco member this month. Did you know they have organic items in bulk? I am stoked about that. A nutritionist I hired to coach me told me to drive the 40 minute distance to stock up. Luckily, I had a client in the May issue of their magazine Costco Connection, so when I arrived at the store for the first time, I got to hold and relish the article. You can see it here. I loved walking up to the customer service desk and seeing stacks of the magazine, which by the way, reaches more than 8 million people across the country. It’s known in the industry for its wide reach in a time when many magazines are failing. So, how did we secure coverage in this coveted magazine? I contacted the editor. I zipped my pitch straight to the top line of decision makers there. Shocked? Wanted something more in-depth? Nope, that’s the tip. When The Gorge Zipline became a client of Wasabi Publicity‘s in 2013, the owners shared in our client intake calls that they advertised with Costco. So I pitched the editor. He liked the pitch and told me to stay in touch. So, I did. Even after the client’s campaign ended in the fall of last year, I sent out emails about every 3 months to the editor. Repetition is key. In sports or in PR, you simply have to keep the pitches flowing and momentum growing. Then you too might walk into a big box store and see your story covered as well. Don’t let fear of heights grip you. Zip your best line to the top line of decision makers at your choice media venues.
Zip Your Way to Media Coverage
By Michelle Tennant| 2016-10-13T16:38:06+00:00 May 24th, 2014|
About the Author: Michelle Tennant
Good Morning America Producer Mable Chan calls Michelle Tennant a “Five Star Publicist.” Tennant, a partner and executive publicist with Wasabi Publicity Inc., calls herself a “storyteller to the media.” Her passion is telling “truly good stories” and “exclusively representing people who make a positive difference in the world.” For 25+ years, media friends have solicited her help in crafting news stories by requesting sources, sound bites, and statistics. An award-winning writer, Michelle peppers campaigns with insight from her master’s degree in human development, BFA from a top 25 drama school, and expertise seeing PR transition from typewriters to Twitter. She’s either spinning stories or spinning at the gym. After hours, she savors the Smoky Mountains with her husband, Siberian Husky, and backyard chickens. Learn more about her work through her column at The Huffington Post.