Thursday, March 29, 2007
Congratulations to my friends at Sustainable Harvest International; a non-profit I did some pro-bono work for in the past. They've been picked up by the Associated Press and the news blurbs are propogating around the world as I type this. Their success is a prime example of indirect, or what I call Coat-Tail PR. When clients sign up with a PR firm, for example, they always have visions of sugar-plum placements -- like a feature story on the cover of Time magazine -- dancing in their heads. Of course, this is totally unrealistic. But, if you happen to have a unique angle on a societal trend or current news story, you might get favorable coverage by riding the coat-tails of that larger story. That's what is happening here. The story is about "Voluntourism," which is typically done in under-developed nations with shall-we-say "rustic" conditions. SHI's program is a prime example of the trend, thus they get highlighted in the story. Here's a link to the Boston Globe article. Congrats to Flo and Sarah and the whole crew; keep up the good work!