From Pitch to Press: The Timeline of an Article

One of the services I provide is PR. I use a lot of what I learned as a magazine editor myself to find the right pitch and media for the right story. You’d be surprised how much writing and story telling comes into play with PR! In the case of this article in Food & Wine, a high-profile media outlet the pitch was simple. The writer, An Uong, was looking for chefs going to the Olympics and their favorite tools.

Often, getting media coverage takes alot of patience. But there are times when it happens quickly and preparation is key! I’m sharing with you the timeline of this quick turnaround.

THE BACKGROUND…

Behind the Scenes Catering & Events (BTS Catering) is a member of Elite Catering and Event Professionals (ECEP), a collaborative network of executives from the world’s top catering and hospitality organizations, and a client. 

BTS Catering had been contracted for its 12th consecutive Olympics. As the Corporate Executive Chef at BTS, this was Chef Melissa Chickerneo's sixth Olympics. She and owner John Crisafulli and their culinary team had been traveling to Paris throughout the year sourcing venues and local vendors. We had been working together on various angles of the story. Days before she left for the Paris Olympics with her team, Melissa was featured in Food & Wine magazine online!

THE TIMELINE...
~ Friday. I learned through my sources that the writer was looking for chefs doing events at the Olympics. I reached out with a "fast fact" sheet and quick overview I had ready to go. The story connected and the writer asked me for 12 chef tools Melissa would be using in Paris. To her credit given how busy she was, Melissa sat down and got me a list. 
~ Saturday morning. The writer chose six of those tools and asked me how Melissa would be using them. She also wanted to know from Melissa what working at the Olympics means to her.
~ Monday. Melissa got me those answers and I sent them in.
~ Tuesday. I followed up with a new, high-res photo.
~ Thursday. The article was out first thing in the morning, the day before the Games began! 

PRO TIP
When answering questions from a reporter, especially via email, try to answer as if you were chatting with them, giving as much information as possible. Melissa's answers were the perfect example of giving information on the tools, but going further to add information that showcased her expertise, gave readers insight into what she and BTS Catering would be creating on site, and gave the writer all she needed to create a longer piece.