Extreme
Media Relations
Makeover
Strategic Public Relations Conference
Chicago • 09.21.06

andrew

the dirty little
secret of bad
pitches
what makes a
pitch bad?
how do we
improve them?
extreme makeover

communication channels are increasing

Issues & Trends
media is fragmenting

news is changing dramatically

news cycle is expanding

the dirty little secret

“Rules are for the obedience of fools,
and the guidance of wise men.”
-- David Ogilvy

a news release
NOT a pitch!
is
what makes a pitch bad?

e-mail is
not a buffet

e-mail is an appetizer

Subject: Celeb Staff Mag Hires MAYO To Promote Cover Story
Kevin, In Feb. the Celeb Mag cover story will be celebrity foundations raising money for Katrina. If you know any good ones please send
them along.
Orange County Power Couple Mindy and Glenn Stearns To Be Profiled in Cover Story of Home Issue of Celeb Staff Magazine In October
The Stearns Cinderella cover story is featured along with Kitchen Trends, Custom Wine Cellars and a poll asking "Am I Too Sexy To
Work At Your Estate.“
Beverly Hills, CA — "The rags to riches, American-entrepreneur success story" of Glenn and Mindy Stearns, of Orange County, that was
featured on the Oprah Winfrey Show, comes to life in a cover story of the October issue of Celeb Staff Magazine (www.celebstaff.com).
The Cinderella story of Mindy Burbano Stearns began when she was discovered by Oprah Winfrey while making animal calls as an
audience member. The KTLA-TV Ch. 5 Anchor found her true calling in the entertainment industry, leaving what she thought was a
lifetime career as a dental hygienist.
Glenn Stearns grew up in the Maryland Projects and failed the fourth grade, but later finished college, became a loan officer in real
estate, started his own companies and later owned 20. His luck changed when he first set foot in Orange County and became
fascinated with the mansions that lined the coast.
Stearns started his own Mortgage Company and the rest is the "riches, American entrepreneur" part of the story featured in the October
issue of Celeb Staff Magazine available in two weeks. In this exclusive, cover story, Celeb Staff showcases the Stearns' storybook lives,
and how they define wealth beyond material terms, with style, zest, altruism, family values and fun. The article provides an entertaining
example of a glamorous couple balancing many personal and public priorities in the most satisfying way. The Stearns have indeed
dedicated a greater part of their lives to helping disadvantaged youths reach their full potential through the Stearns Family Charitable
Foundation (www.glennandmindy.com).
Celeb Staff Magazine has discovered in its extensive coverage of managing mansions and luxury estates that relationships among
employers and their domestic staff can be very complex. Issues in letters to the editors prompted follow-up coverage. Now, Celeb Staff
features a poll, which is also going to be posted online at www.celebstaff.com asking the question that begs an answer from readers.
The October issue poll question asks, "Am I too sexy to work for you?" The last issue poll question was also controversial and read,
"Should household staff be permitted to take home leftovers or surplus provisions?" It allows readers to vote. The results of that poll will
be published in the October issue.
The home issue of Celeb Staff Magazine also spotlights the latest in kitchen design and trends. Readers will have the opportunity to
learn about the exciting possibilities that will satisfy the most refined requirement whether one's taste runs to contemporary or
traditional.
what makes a pitch bad?

1) what’s the
story?
2) prove it
3) call to action
the 3 ¶ pitch

[PROFNET] Retail Experience
Gwen: While we deal with national and regional specialty
retailers like OfficeMax, Disney, Tweeter Home Entertainment
and LensCrafters, they’ve all created experiences in their
stores.
If you're interested in getting an industry perspective on why an
experience is becoming so important in retail, even at the
independent level, let me know. I'd be happy to connect you
with one of our vice presidents of design here at FRCH Design
Worldwide.
Let me know if you are looking for this informed perspective.
Thanks.
the pitch

redefine content

picture = 1K

what’s your thing?

Subject: [B2 Blog]: Office supplies can be fun?
Erick - Who really wants to buy an Easy Button?** OfficeMax just unveiled a
new store with something customers can really appreciate—a store that
takes the yawn out of stocking up on office supplies. URL
My firm helped design the store, including the brightly colored bulk bins that
will remind customers of shopping for penny candy. They can scoop up
basics such as paper clips, pens and rubber bands. The bulk bins make it
possible for customers to purchase only as much as they need. OfficeMax
provides a box to carry the supplies. Whatever they fit into the box they can
take home for one price. They can buy all blue supplies or buy all
pens...whatever floats their boat.
The store is custom-tailored to small business and home office types and
better aligns itself with its advertising. You need to see the bins to appreciate
it. Let me know if you're interested and I'll send them along. It might make a
nice visual for B2Day? Thanks.
** URL
the pitch

“it’s all
about
the visuals”

how do we
improve pitches?

who died? let’s pitch the client!

source filing

less is so much more

National
s
ew
N
g
Bi
Trade/Niche
s
ew
N
sic
Ba
e
Fil
Local/Internal e
rc
u
So
First Month Sixth Month
work smart, pitch smart

the secret to success

the alternative?

contact:
prblog@yahoo.com
prblog.typepad.com
badrelease.com

Extreme
Media Relations
Makeover
Strategic Public Relations Conference
Chicago • 09.21.06