Honolulu Star-Bulletin, June 3
Who is your client, and what are its media goals?
Tina Montri: We handle media outreach in California and Hawaii for global realtor Re/Max International. Its goal is to get exposure and awareness for its associates in these areas, especially during this soft real-estate market.
What made the Honolulu Star-Bulletin such a good hit, and how did you pitch the reporter there?
Montri: The Star-Bulletin is one of the biggest papers in Hawaii, which made it a great target. Working with the Re/Max associates in the state, I had developed a relationship with Star-Bulletin reporter Allison Schaefers and called her regularly to talk about story ideas. When she mentioned she was working on a green homes story, we suggested she interview Puna, HI-based Re/Max associate Howard Dinits, who's an expert on environmentally friendly houses.
A lot of companies are touting green-themed products and services - was it tough to cut through that clutter?
Montri: Not for this story. There's a lot of media coverage on what people can do to make their homes environmentally friendly after they buy, but the whole concept of homes built green from the ground up is still very new, which gave us a great angle.
Did you have to media train Dinits before the interview? What support material did you provide to clinch the placement?
Montri: We didn't provide additional material, but we did brief Dinits on what the reporter was looking for and reminded him that he's the expert on this, and he should be confident in what he says.
What was the impact of the hit?
Montri: The story ran in the Business section of the Star-Bulletin on June 3 and did a great job of boosting awareness and the reputation of Re/Max and Dinits in Hawaii. Dinits got a lot of great feedback from friends and colleagues, so both he and Re/Max were pleased with the placement.
Name: Tina Montri, account coordinator, The Miller Group (LA)
Placement: Honolulu Star-Bulletin, June 3
Pitch timeline: Two weeks