How Do You Hydrate? Dittoe PR Supports Lonely Whale’s Latest Campaign, Starting in Manhattan

When it comes to recruiting media to client events, Dittoe PR is no stranger. So when clients Lonely Whale and Vita Coco tasked us with getting top tier media out to Lonely Whale’s pop-up Museum of Plastic in Manhattan, New York, we were up for the challenge.

In September 2017, we organized a press conference for Lonely Whale’s Strawless in Seattle campaign, and we were thrilled to have the privilege of serving as the ocean health leader’s PR partner for their latest massive movement.

The campaign
The Museum of Plastic was the culmination of Lonely Whale and Point Break Foundation’s new Question How You Hydrate campaign, which empowers consumers to choose and champion sustainable alternatives to plastic water bottles. To combat the reality that a whopping 500 billion plastic water bottles are used around the world annually and by 2050, the ocean is expected to contain more plastic than fish (by weight), Lonely Whale launched three components within Question How You Hydrate:

  1. The campaign PSA featuring Zooey Deschanel, Aquaman Jason Momoa, Lonely Whale Co-Founder Adrian Grenier and more, committing to stop using plastic water bottles and challenging others to do the same; and
  2. The social media challenge #HydrateLike that asks individuals, organizations and brands to pledge their commitment to remove single-use plastic water bottles from their daily routines and replace them with sustainable alternatives, such as reusable bottles, household cups or aluminum cans; and
  3. The pop-up Museum of Plastic, which incorporated brand collaborators HP, S’well, Ever & Ever and attn:.

To support Lonely Whale’s campaign, the makers of leading coconut water brand Vita Coco introduced new aluminum canned water brand Ever & Ever as a sustainable alternative to plastic water bottles for consumers on the go and partnered with Dittoe PR to promote the new product. (We recently bought Ever & Ever for the office and we can’t stop raving about them!).

Our strategy
Our approach to announcing the launch of a new campaign, PSA, pop-up museum and new product was multi-faceted: Pitch media under an embargo, arrange one-on-one media sneak peeks at the Museum of Plastic before the evening launch party and target multiple media audiences who would be interested in this news, including local NYC where the museum was launching, national consumer, conservation, beverage trade, advertising and marketing trade and more.

Other tasks we took on for the Museum of Plastic launch event include creating and overseeing the very detailed run of show; managing all party RSVPs; supporting Lonely Whale and Ever & Ever onsite; assisting in coordination of speeches for the event for Lonely Whale Executive Director Dune Ives, Adrian Grenier and the President of the United Nations General Assembly; collaborating with museum partners HP, S’well, attn: and event and PR agencies; and creating press releases, messaging documents, a media advisory and a fact sheet.


The embargo for stories about the campaign and the Museum of Plastic lifted the week the museum opened to the public, and it was so effective that thousands of New Yorkers visited the museum in the five short days it was open!


The (highly anticipated) results
The Museum of Plastic launch event was a full house with 291 guests (capacity of space was 275), including notable VIPs Hayley Law, Riverdale actress and singer; Nev Schulman, host and executive producer of MTV’s Catfish; Paige Alms, Hawaiian big wave surfer and many more. Dittoe PR secured media attendees from nearly 20 influential media outlets, including Good Morning America, CBS This Morning, Fast Company, The New Yorker, Business Insider, BuzzFeed, Cosmopolitan, HuffPost, NowThis and more.

In just two weeks, we had over 100 pieces of media coverage about Question How You Hydrate, Ever & Ever and the Museum of Plastic in our identified key target media markets. Our digital media monitoring tool Trendkite reported that Ever & Ever had 97% share of voice in the media compared to other aluminum canned water competitors. Google Analytics showed us that there was an influx of website visitors to Lonely Whale’s website on our media embargo lift date.

We are so proud to have contributed to an incredibly successful campaign, product launch and museum opening. Question How You Hydrate makes a real difference in the world, and we’re continuing to challenge ourselves, colleagues and friends to #HydrateLike the future depends on it and remove plastic water bottles from our lifestyles! Will you join us?

Our Favorite DPR Moments of 2018

The new year is a great time to reset, reflect and set new goals — and that’s exactly what we’re going to do here.

 

From landing our clients in national media outlets and key industry publications to hiring six new full-time team members, Dittoe Public Relations has had an incredible 19th year driving results for our clients and growing our team. Relive our best moments of 2018 below.

 

Securing big media hits

At Dittoe PR, we don’t wait for news to happen. We make news happen. We’re all about securing consistent media coverage for clients in top tier media – national, local, trade and influencer outlets – by proactively brainstorming new story ideas.

 

Here are some of the biggest headlines we secured for our clients this year:

 

Bringing on new accounts, upsells

We pride ourselves on expanding our client roster and client scope with a variety of projects in the media relations, social media, event planning, content marketing and thought leadership spaces.

 

In 2018, Dittoe PR brought on multiple client wins in a variety of industries including Lonely Whale, Hoffmaster, Merchants Capital, Scooch and Massage Heights. Additionally, the company earned increases in scope for Aardvark and Medxcel. PSI, also new client in 2018, recently increased their desired scope of work with our team, as well.

 

Growing our team

Dittoe PR added six new full-time account coordinators and account executives to the team this year, each of whom are bringing exceptional results to clients day in and day out.

 

Shelby Kaiser joined the team in February and brought her experience of managing a sorority’s quarterly publication, assisting with email marketing and overseeing social media for individual chapters. Haley Williams brought her six years of industry experience in branding, storytelling and communication to the team in April.

 

Ashley Shuler (me!), a previous intern who started full time in June as an account coordinator, was promoted to the account executive role in October. Ashlea Alley, another former intern, also joined the team as an account coordinator after after graduating from the University of Indianapolis with a dual focus degree on public relations and journalism.

 

Jillian Thomas brought her eight years of TV reporting and anchoring experience to the team when she joined Dittoe PR in September as an account executive.

 

Kaitlyn Beck, who graduated from the Indiana University Media School with a B.A. in journalism and specializations in public relations and advertising, and Natalie Weber, a previous intern who started full time in October after graduating from Purdue University with a public relations and strategic communication degree, also joined as full-time account coordinators.

 

Developing our skills

Dittoe PR has always held personal and professional growth in high regard. We firmly believe that our premier PR agency can only grow if our people continue to grow, too.

 

This year, Dittoe PR introduced a professional development budget for all employees, and our team members took advantage of those dollars by attending conferences across the nation. Megan Custodio, Ashley Eggert and Greta Snell attended INBOUND 2018 in Boston; Kaiser, Vanessa Staublin and Sophie Maccagnone attended Digital Summit in Dallas; and Mallory Sturgeon and Kasie Pieri attended PR News’ Media Relations Conference in Washington, D.C.

 

Defining our values

This year, we embarked on a six-month journey toward building a stronger company culture through unified personal and professional development with the help of organizational coach, speaker and author, Katara McCarty.

 

After crowdsourcing responses to a select set of questions about Dittoe PR’s culture, the team collectively crafted four core values that we firmly believe in and practice daily to support each other, our clients and Dittoe PR as a system.

 

  • Cultivate Happy: At Dittoe PR, we have fun, work with passion and purpose, and value work-life balance.
  • We’ve Got Your Back: Because our team is always there for each other. Similarly, this value speaks volumes to how we treat our clients, because we’ve got their backs too.
  • Here We Grow: Because we believe we can go farther, together, by investing in our employees through professional development opportunities, mentorship programs, new client opportunities and more.
  • Exceed Expectations: Our team doesn’t just aim to meet client expectations. We strive to exceed them in any way possible.

 

From securing top tier media hits to cultivating our values, we can’t wait to see where 2019 takes us! Want your business on our 2019 list? Contact Lauryn Gray at lauryn@dittoepr.com to set up a consultation and learn more about our services.

How to Build A Successful Media List to Generate Coverage

The biggest part of our job is earning media coverage for our clients, which is done by pitching stories and developing relationships with journalists. Doing this effectively requires a strong media list, which is one of the key components to successful PR.

 

Now, you may be wondering, what is a media list? Simply put, it’s a compilation of reporters organized for the sole purpose of pitching them story ideas on behalf of your client. It’s highly organized and updated frequently to accommodate today’s fast-paced, ever-changing journalism landscape. It’s also customized per story idea.

 

If this sounds like a ton of work, it is. But that’s what makes our job so rewarding. And there are a ton of tools and tricks that help build excellent media lists. But if you’re still unsure of how to put one together, follow these steps.

 

Step 1: Determine Target Audience.

In order to determine the best reporters and publications to add to a media list, first determine target audiences, which should correlate with a client’s key customers. For instance, let’s say a client sells audio products such as headphones, soundbars and home theater systems. As a PR agency, the goal will be to educate tech-savvy individuals about the client’s products in the consumer electronic space. Therefore, the media list should reflect reporters who cover this beat for media outlets frequently read by this demographic. If the client has multiple audiences, make sure to build a media list for each one.

 

Step 2: Create a list of ideal outlets.

Once target audiences are determined, create a list of outlets that are a natural fit to cover your client’s story. This will also need to reflect the client’s PR goals.

 

So, if a global tech company is seeking national media coverage, the media list may include outlets such as Fast Company, Wired, Inc., Forbes and USA Today. But, if a client is seeking local coverage to help promote a local event in Chicago, outlets may include the Chicago Tribune, Chicago Sun-Times, The Red Eye and Crain’s Chicago Business, among others.

 

When creating this list, consider the outlet’s key readers. This can be accomplished by identifying its age group, gender or median income, among other key characteristics. Many times, these insights will be found in an outlet’s media kit. This will help ensure the outlet’s key readers are parallel with the client’s target audience.

 

Step 3: Find contacts.

Once those outlets have been determined, it’s time to do our homework and find the right contacts. During this portion, follow these tips:

 

  • Review previous stories to understand how frequently the writer pushes out new articles.
  • Learn about the writer’s interests to build a deeper connection through their bio page, LinkedIn or social media. For instance, when pitching a new product for our client LIDS, we take the time to understand if the writer has an allegiance to a specific team, so we can pitch them relevant products.
  • Be thoughtful about what topics writers cover in their stories. In some cases, people who write about the “technology industry” may not review “consumer electronics,” and “health care” writers don’t necessarily cover “health and medicine.”
  • Take time to consider each writer’s role. Editors-in-chief, for instance, are primarily responsible for the business-side of an outlet, like selecting content rather than creating it. Editorial assistants or staff writers, however, are usually looking for unique new stories and ideas.
  • When faced with multiple people at one publication, select only one or two for the first iteration of the list. If everyone has a similar title and seemingly covers the same topic, review past stories for each contact and narrow down from there.

 

Step 4: Conduct additional research.

Once those contacts are determined, pinpoint key words and conduct additional research to find contacts that may be a fit based on relevant stories that populate in Google News. For example, if you’re pitching a new parenting app that you want reporters to check out, search “apps for parents” or “parenting tech” in Google to see what type of writers are covering something similar to help build out your media list even further. In addition, conduct research to find media contacts who have covered the client in the past, written about the client’s competitors, and/or recently covered a trending news topics relevant to the client. This may help build out additional pitching angles.

 

 Step 5: Find contact information.

Depending on the media vertical, the contact information for the reporter may be easy to find and readily available on their designated bio page or in the “About Us” section on the outlet’s website. This is more accurate for newspapers or smaller publications. Other times, it may be harder to find. Media databases such as Cision and Meltwater are helpful tools to find contact information for journalists at hundreds of thousands of media outlets.

 

Step 6: Organize contacts.

Once research has been completed to find the right publications and reporters, organize and track the information so you can refer back it to at later time. Since the majority of our efforts are conducted through personalized outreach rather than blasted out through a media database, many of us organize them through Google Docs so they’re always accessible, easy to share with peers, and can be updated in real-time. Use columns and rows to track reporter name, job title, email address, phone number, Twitter handle, bio page and other important information.

 

Step 7: Keep media list up-to-date.

Once the list is built, the work is far from over. The media list will need to be updated regularly so you can stay on top of any role changes that could affect future pitching efforts. In addition, make sure to monitor the beats and job titles of any reporters on media lists, in case they change.

 

While these tips may be helpful, enlisting the help of a PR agency such as Dittoe PR is the surefire way to ensure PR goals are met. If you’re interested in learning more about Dittoe PR, contact Lauryn Gray at lauryn@dittoepr.com