Strategic Thinking
Graham runs motivational training courses based on his unique take on Cognitive behaviour. He needed to attract journalists’ attention in order to spread his message. The problem was that journalists really needed to attend his course to understand what he does and that involved six weeks attendance – at night. The second problem was that the category of journalists who were most likely to attend tended to be freelancers who are particularly hard to get hold of.
We decided to ‘sell Graham in’ on a ‘Happiness’ ticket, a topic that we had identified as currently getting a lot of attention. Jo opened up her address book to contact the right journalist on their home telephone number.
The Result
Alice Hart Davis, who files for several titles, ran stories in The Standard, The Londoner, a quote on Graham’s book jacket and much more – all from one top journalist.