Who is your client? What are its media goals?
Brandi Horton: Farm Aid is an annual benefit concert for US family farms. Now in its 23rd year, Farm Aid raises awareness for the Good Food Movement, which supports organic, family farm-grown foods. The concert this year is taking place in Mansfield, MA, and so our media outreach is aimed at outlets throughout the New England area.
What made The Boston Globe such a good hit? How did you pitch the reporters there?
Horton: The Boston Globe is the regional news leader in New England, so even though this wasnÕt a Boston-based show, it is still an ideal target. We reached out to a Globe entertainment reporter familiar with Farm Aid, offering up an exclusive on [the] concert. She was going to be out of town, so she passed the story... to a colleague, Joan Anderman.
Farm Aid has been going on for decades. Did you have to come up with a new angle? Was the focus on the performers, the Good Food Movement, or both?
Horton: Farm Aid is headquartered in Boston, so that gave us a good local angle. We stressed that all of the concertÕs concessions are going to be family-farm identified, local, organic, or humanely raised, and offered interviews with two headliners, Willie Nelson and Dave Matthews Ð both board members. We also provided message points for a local farmer, who had worked with Farm Aid for years, and served as our spokesperson.
What was the impact of the hit?
Horton: [It] was a front-page Globe story that helped drive buzz throughout New England. It triggered follow-up stories in other outlets, and as a result, the concert sold-out within hours [of] when tickets went on sale.
Name: Brandi Horton, account supervisor, Vanguard Communications (Washington)
Placement: The Boston Globe, July 15
Pitch timeline: One week