'Fortune' blog favors WaterPartners

Placement: Fortune's Business Innovation blog, March 22, 2006

Placement: Fortune's Business Innovation blog, March 22, 2006

Who is your client, and what are its media goals?

Peter Klaus: WaterPartners International is a nonprofit organization that looks to find innovative solutions to help people in developing countries manage their water supplies. The group was looking to target both online and top-tier national outlets to draw attention to the world's number one health problem: unsafe and inadequate water supplies.

What made Fortune's Business Innovation blog a desired placement, and how did you pitch the story to the editors there?

Klaus: Fleishman-Hillard had worked with Fortune on its annual innovation conference in 2005, so we were familiar with the Business Innovation blog and knew that it had a high-level audience. We pitched the blog's editor on the fact that WaterPartners International is one of the most innovative nonprofits in existence today. We also pointed out that World Water Day was March 22, which gave the story a timely hook.

With oil prices soaring, water is not the global resource currently dominating media mindshare, at least among business writers. How did you get the editors interested in the topic?

Klaus: The fact that it was World Water Day helped, but we really had to do our homework. This meant reading the Fortune blog on a regular basis and then putting together a compelling case focused on how WaterPartners truly is a leader in its sector.

You ended up doing the Q&A with WaterPartners executive director Gary White yourself - was this at the request of the blog?

Klaus: Every blogger works differently, and in this case, although I technically conducted the interview, most of the questions were directly inspired by the Fortune Innovation editor.

What was the impact of the hit?

Klaus: The interview ran March 22 and played a major role in tripling visitors to WaterPartners' www.water.org official Web site. Needless to say, the client was very pleased.

Name: Peter Klaus, VP, interactive, Fleishman-Hillard (Washington)

Placement: Fortune's Business Innovation blog, March 22, 2006

Pitch timeline: Two weeks

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