Sandra Fine, VP, rbb Public Relations (Miami)
Reuters, September 10, 2012
Who is your client and what are their media goals?
The American Council on Exercise is a nonprofit organization that works to provide consumers with unbiased fitness information while also serving as an advocate for the proper training of fitness professionals in the industry.
Our agency has been working with the exercise council to position the organization as a thought leader for safe fitness and to highlight potential careers in the sector by targeting general interest and health/lifestyle media outlets.What made Reuters such a good target for this outreach and how did you pitch reporter Dorene Internicola?
Reuters' stories get picked up by a variety of traditional and online news outlets, making it a great way to give a story a fast national footprint.
We had worked with Dorene in the past, providing her with subject matter experts for a variety of fitness topics.
After noting some recent coverage on personal training as a hot career option, we pitched Dorene the idea, noting how the nationwide obesity epidemic is creating huge opportunities for fitness professionals and how the organization can play a role in making that happen.Did you have to train executives interviewed in the story and what other information, including art, did you provide to help clinch the story placement?
We did not have to provide any art to Reuters. Many of the organization's executives regularly deal with reporters and are media savvy.
However, we did go over messaging and statistics that we wanted for this piece, including the importance of being certified by an NCAA-recognized organization such as the American Council on Exercise to ensure safety and proper training.
After a fast turnaround, Dorene's story ran on September 10 and was quickly picked up by more than 30 outlets, including the Chicago Tribune, Yahoo! Health, Huffington Post, MSNBC, and Fox News.
And because the story focused not only on how much money fitness professionals can earn, but also on the positive impact they can have in the fight against obesity and in people's lives, the client was really pleased with our work.