GreatPoint focuses energy on NPR

Placement: National Public Radio (NPR) Morning Edition, April 26, 2006

Placement: National Public Radio (NPR) Morning Edition, April 26, 2006

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

David Gerzof: Our client is GreatPoint Energy, which has developed a clean, efficient process to convert coal to natural gas. The company was leery of being hyped, and so it wanted to reach out to only a select few tier-one national media outlets.

What made NPR's Morning Edition a key target for GreatPoint, and how did you go about initially pitching the producers and reporters there?

Gerzof: Morning Edition is one of the US' most listened-to radio news shows, making it a great target. We first called and identified the energy and environmental reporters. We then slowly built a dialogue with energy reporter Elizabeth Shogren.

Energy is a hot topic. Did that make this a relatively easy pitch?

Gerzof: Energy concerns were one of the hooks we used, but with so many energy stories out there, we knew that we needed more. So we stressed that this was new technology and that GreatPoint is a green energy company led by experienced entrepreneurs.

Did you have to media train GreatPoint executives?

Gerzof: The executives are very media-savvy, but I did review key messages, speaking points, and what subjects to avoid. We were determined to protect GreatPoint's proprietary catalyst technology. The reporter wasn't sure her editors would go for the story if we couldn't reveal that information, but we wouldn't do that, even if it meant squashing the story.

What was the impact of the story?

Gerzof: The story aired twice on NPR and was one of the most e-mailed stories on GreatPoint noted traffic to its Web site went through the roof, and it also was contacted by a governor's office interested in meeting the team. We still get up to six calls a day from people looking to invest in the company.

Name: David Gerzof, president, Big Fish Communications (Boston)

Placement: National Public Radio (NPR) Morning Edition, April 26, 2006

Pitch timeline: Two months

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in