Media Coverage of Beer Launch Offers PR Lessons
The summer 2012 launch of client Saint Arnold Brewing Company's Divine Reserve No. 12 took on a life of its own, with news organizations competing for the inside scoop and tracking down brewers on their way to the grocery store and at the brewery late at night. Here is the story from Houston's KHOU Channel 11: The Saint Arnold example provides a few lessons for any organization seeking positive media coverage: 1. Think long-term. DPK Public Relations has been working with Saint Arnold for eight years and keeps information flowing regularly to the newsrooms. 2. Don't get discouraged. We have had plenty of instances where we felt we had a great story only to be disappointed that nobody jumped on it. Instead of getting discouraged, we trusted that our good ideas weren't being ignored and they would eventually generate coverage. …