Sallie Mitchell

Public Relations & Advertising

Media Placement
Biography
Resume
Philosophy
Examples
References
Contact
Home
Media Placement: Pilot Pen Corporation of America

Objectives

  • National consumer media coverage for company and its products
  • Trade media coverage for products

    Strategies

  • Wrote/distributed new product news releases
  • Commissioned market research and released survey results
  • Created annual Media Tennis Clinic during Pilot Pen Tennis tournament
  • Formed joint venture to capture teen market attention
  • Briefed CEO and key executives for interviews
  • Personally pitched key journalists
  • Wrote articles for specialty publications
  • Created journalist contact databases
  • Created/updated press room on web site

    2002 Results

  • General publicity for Pilot Pen...... 56.4 million media impressions
  • Product publicity................................. 13 million media impressions
  • Total................................................ 69.4 million media impressions