Who is your client and what are its media goals?
Michelle Mandara: Tupperware Brands is our client and its goal is to drive awareness around the company, as well as raise the profile of chairman and CEO Rick Goings in the financial and business press.
The CBS Evening News is a great hit for any client, but what made it ideal for Tupperware? How did you pitch the producers there?
Mandara: Early this year, we secured interviews for Goings with Fox Business Network and Reuters while he was at the World Economic Forum in Davos. A CBS Evening News producer saw the coverage and worked with us on a series called "Hard Times, Good Jobs," to showcase Tupperware's success in the slow economy.
[It] highlighted Tupperware's growth and elevated the appeal of establishing a career in direct selling. It defined the company as a survivor in the marketplace.
How did you prepare Goings for this segment? What else did you provide to help clinch this placement?
Mandara: Goings is comfortable with the media, but we did provide him with message points before CBS reporter Kelly Cobiella came to [our] headquarters. We also coordinated interviews with two Tupperware consultants who [talked] about [the financial benefits of] hosting Tupperware parties.
What was the impact of the hit?
Mandara: It created major traction for the brand, and the network posted a video of an extended interview on the CBS Web site. Overnight, the number of calls to Tupperware [and] hits to the recruiting section of the company Web site tripled, so everyone was thrilled.
Name: Michelle Mandara, senior account executive and media specialist of DeVries Public Relations (New York)
Placement: CBS Evening News with Katie Couric, March 12
Pitch timeline: Six weeks