An experienced public relations professional often sees story angles that might escape most people. There’s a legend that an ancestor of mine was the publicist for Moses 3,300 years ago when the 12 tribes were trapped between Pharaoh’s oncoming chariots behind them and the Red Sea just ahead. I can hear Shmuel the Levite promising Moses, ”If you part the sea for our escape, I’ll get you two pages in the Bible.”
I had a client that for years was the largest award and trophy company in New England. The company ultimately went out of business – not because of their marketing (!) – but because the owner, proudly and stubbornly insisted on selling top quality products, continuing his family’s three-generation tradition of making custom recognition items in his own shop by skilled local workers. The competitors, selling imported, cheap plastic trophies for one-quarter the price won the battle.
It was a few years before that client’s demise. Your trusty PR pro realized it was the company’s 60th anniversary. Seeking new angles to help the business stay afloat – I suggested that the owner direct his team to create an ornate, oversized trophy inscribed “To the People of Providence with appreciation for the City’s long history of loyal customers and local employees.” The publicity plan involved inviting legendary mayor Vincent “Buddy” Cianci (served 1991 – 2002) to the company showroom where he would accept the trophy on behalf of the city for permanent display at City Hall. Orchestrating that presentation event required lots of coordination with the mayor’s staff, the trophy design team, and the media.
The big day arrived. The 3’ tall golden trophy sparkled under the showroom’s bright spotlights. Mayor Cianci arrived with much fanfare and a big entourage. A group of local reporters followed him in along with an unexpected team from a national network. After the trophy company owner presented the trophy to the mayor, his aide brought in a case of 12 jars of a new product – “Mayor’s Own Marinara Sauce” (complete with Buddy’s photo, patterned after Newman’s Own). He unveiled the new sauce, stealing the spotlight from the trophy.
But that wasn’t the only thing that upstaged our trophy presentation. As it happened, the big media was following mayor Cianci due to the “Operation Plunder Dome” investigation in which the mayor and several other Providence city officials were indicted on federal criminal charges like racketeering extortion , witness tampering, mail fraud. (After a trial, the mayor spent five years in prison.) Serendipity? Providence? (Pun intended.)
The lesson: You and/or your PR person should always be on the lookout for interesting story ideas. But beware that things don’t always go exactly as planned. An experienced PR pro can smooth things out. Let’s chat!
Stanley Hurwitz is principal of Creative Communications, Plymouth, Mass.
