Who is your client? What are its media goals?
Chris Daley: Our client is Renegade, an advertising agency and production studio that [hired] us to handle PR for [it] and [its] client, Fr. Leo Patalinghug. [He is] an area Roman Catholic priest who created Grace Before Meals, a program that combines a Web site, webisodes, and a cookbook... encouraging families to spend mealtimes together. Our task was to raise national and local awareness for the Grace Before Meals book and movement.
Why use The Washington Post for this local story? How did you pitch the editors?
Daley: The Post is a high-profile mainstream newspaper with local credibility that would enable us to broaden [Patalinghug's] audience beyond religious outlets. We pitched the metro desk, book editor, and religion page. Post religion writer Michelle Boorstein was intrigued by Grace Before Meals, as well as [Patalinghug's] past as a break dancing and martial arts expert.
Did you media train Patalinghug for this piece? What other information did you provide to clinch this placement?
Daley: Fortunately, [Patalinghug] is great with the press, but we did work closely with [Boorstein], providing her with a copy of the Grace Before Meals book, photos and videos of [Patalinghug] break dancing and participating in martial arts tournaments, and copies of his webisodes.
What was the impact of the hit?
Daley: The page one Washington Post piece spurred an immediate spike in the Grace Before Meals Web site traffic, as well as interest from other outlets, including ABC News. This story also bolstered ongoing efforts to secure a cooking show for [Patalinghug], so everyone was thrilled.
Name: Chris Daley, account executive at Maroon PR (Marriottsville, MD)
Placement: The Washington Post, March 3
Pitch timeline: One month