The smell of success March 21, 2007

Only at a company like Odor-Eaters does success smell like an old sneaker.

Odor-Eaters, a company specializing in products to curb unpleasant smells, launched a rotten sneaker contest. Contestants from around the country competed to prove to judges that they had the smelliest, most foul sneakers.

I don’t know about you, but I’m sure glad I wasn’t the judge.

Katharine Tuck, a 13-year-old from Utah, took home the first place prize of $ 2,500 and a life supply of Odor-Eaters.

Luckily for the people at Odor-Eaters the rotten sneaker contest did more than just bring a foul smell to town. The event generated tons of media coverage. The Chicago Tribune, CNN.com, and CBS Newsall printed stories about the contest. After all, the event had everything it needed to be a strategic media relations tactic: great visuals and uniqueness.

Events can be a great way for PR people to get their client or company’s name in the news. However, not all events work. Events must be fresh and fit the company. The press will not cover an event unless it will catch the attention of its readers – media relations 101.

I know event planning can be tough, especially when its goal is to generate media coverage. Keep searching for the right event, and you may be able to smell the sweet (or foul) smell of success.

Silly String Saves Lives February 27, 2007

Sometimes PR people get lucky, and when they do, it may be necessary to develop a media relations plan.

For example, take a look at the recent headlines about the war in Iraq. As you might expect you will read about President Bush and our troops, but I bet you were surprised when you read about Silly String. Possibly even more surprised that you finished the entire article.

Silly String, a common request from troops overseas, is being used to detect trip wires without creating an explosion.

This new combat innovation has started a Silly String frenzy. Time, MSNBC, and USA Today have all published stories about Silly String’s use during combat. A soldier’s mom in New Jersey has started a Silly String drive and you can bet that Silly String sales have been on the rise. You can be sure that all of these stories were ideas pitched by a PR person.

It’s not every day that circumstances can make a product like, Silly String, newsworthy. It is our job as PR people to recognize an opportunity and act on it before it is too late. Keep your eyes open and ears tuned in — you just never know when it will be your client’s or company’s turn to dominate the front pages.