Name: Erin Bobal, account supervisor, Coyne Public Relations (NY)
Placement: The Huffington Post, October 23, 2009
Pitch timeline: two days
Bobal: Seventh Generation is a trusted brand of authentic, safe, and environmentally responsible products for a healthy home. Its objective is to effect change.
For this initiative, we are doing media outreach for the company's Million Baby Crawl, a campaign to raise awareness about the nation's badly outdated chemical laws and to encourage parents to support stronger regulations.What made The Huffington Post such a good target for this? How did you pitch green editor Katherine Goldstein?
Bobal: The Huffington Post is the most linked-to blog on the Internet, which makes it a great target for this effort. We have pitched Katherine before, so we went to her directly on the Million Baby Crawl, providing eye-opening statistics to educate her readers about household chemicals.The Million Baby Crawl is a clever concept. The need for safer chemicals is a good cause. Was that all you needed to attract Goldstein's interest?
Bobal: We're teaming up with the real-life Erin Brockovich for this. It also helped that Sens. Barbara Boxer (D-CA) and Frank Lautenberg (D-NJ), along with US Rep. Henry Waxman (D-CA), are already supporting the Kids Safe Chemicals Act.
Another key was the statistics we provided, including the fact that 1.25 million US kids are unintentionally poisoned in the home each year.What was the hit's impact?
Bobal: The piece led to 44 tweets and three extra blog posts on HuffingtonPost.com, while thousands of other people visited MillonBabyCrawl.com. Thanks in part to this placement, interest in the Million Baby Crawl event in Washington, DC, this month is very strong. There's a lot of support for the Kids Safe Chemical Act as it gets debated and put up for a vote by Congress.