Name Deanna Killackey, VP, JSH&A Public Relations (Chicago)
Placement CNBC's Squawk on the Street, November 23, 2010
Pitch timeline Seven weeksWho is your client and what are its media goals?
Our client is Sears Holdings Corp., owner of both the Sears and Kmart retail chains. It turned to us to help differentiate Kmart from other mass-merchant retailers heading into the holidays by touting its quality brands, as well as its attainability thanks to payment options that help consumers stay on budget and still get what they want.CNBC focuses a great deal on retail every fourth quarter. As such, it receives many pitches during this time. How did you cut through that clutter to attract producers' interest?
The key was getting to CNBC's producers early and leveraging relationships we had established with their newsroom over the previous year. We were also able to offer interviews with top Kmart executives - not a brand manager - who could talk about the unique offers Kmart had for Black Friday, what was new at both Kmart and Sears, and provide some insights into consumers heading into the holidays.Did you media train Kmart CMO Mark Snyder before he went on air? What other information did you provide to help clinch the placement?
Snyder has been the voice for Kmart for a number of years and had the media training, but we did go over some questions in a pre-interview with him the day before to get a sampling of what might be asked. We also pulled together several key messages and provided him with bios of the on-air interviewers.What was the hit's impact?
The interview aired the week of Black Friday and really helped set the stage and build momentum for the Kmart brand heading into the Christmas season. We also secured a national placement on Fox News. The two TV segments combined to bring some new visuals to a print story about Kmart's success that we've had out for a while, so the client was very happy with our work.