American Public Media's Marketplace, October 10
Who is your client, and what are its media goals?
Robert Discher: Our client is DuPont, who wanted to reaffirm its 20-year legacy of leadership in the corporate environmental policy arena, as well as announce several new market-driven goals.
What made Marketplace such a desired placement, and how did you pitch the reporters there?
Discher: Marketplace has more than 7 million listeners on public radio, and we knew it would provide a lot of depth to this story. We had worked with Sarah Gardner, who handles the sustainability beat for Marketplace, in the past, so I just e-mailed her a pitch directly.
There have been many major corporations of late touting green business practices. How did you cut through that clutter and establish that DuPont was a believer in environmentally sound practices long before it became trendy?
Discher: We knew with a reporter like Gardner, who had seen a lot of companies hyping "green is good," we couldn't get too cute with this stuff. So we gave her a fact sheet, backgrounder, and other information on the company's work, and also offered her an interview under embargo with DuPont CEO Chad Holliday.
Did you have to media train Holliday before his interview? What other challenges were there in getting this story placed?
Discher: Holliday is already very media-savvy, so our only challenge was finding time in his schedule for the phone interview. Gardner arranged all the other interviews for the story on her own, including chats with a union leader, as well as the head of a group that handles investments for environmental groups.
What was the impact of the hit?
Discher: The piece ran on Marketplace October 10, the same day DuPont outlined the company's new environmental goals. We took care of other media for this announcement, as well, but we really wanted to reach thought leaders in the corporate and environmental world, and Marketplace really delivered that for us.
Name: Robert Discher, account supervisor, Edelman Worldwide (Washington)
Placement: American Public Media's Marketplace, October 10
Pitch timeline: About two weeks