Sallie Mitchell

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Media Placement: "Pilot Your Life" Nonfiction Book

Objectives

  • Promote CEO's nonfiction book
  • Sell out first printing

    Strategies

  • Hired book publicity PR firm
  • Created media kit
  • Created web site as online media kit
  • Personally pitched key journalists
  • Briefed CEO for interviews
  • Booked speaking engagements
  • Organized book launch party
  • Managed PR firm activities

    2002 Results

  • 9.8 million media impressions
  • First printing sold out