Joe Kennedy, Author

Client: Joe Kennedy, Author - Small Business Owner's Manual - A seminal book to providing small business owners and entrepreneurs with practical information on setting up and running a small business.

The Challenge: Although writing a book is a wonderful personal achievement, most reporters roll their eyes when asked to write a story about a new book by a first time author. Every week, reporters receive dozens and dozens of unsolicited books - and if they wrote stories about all those new books, they wouldn't have time to write about anything else. Joe Kennedy, like many emerging authors, had a very small PR budget.

Solution: SASC orchestrated several media opportunities that would continue paying dividends long after Joe finished his contract with us. Our key strategy: It's more productive to be briefly quoted as an expert in a story than to constantly pitch reporters—usually in vain—on doing a story specifically about our client, so we contacted business reporters to find out if any were working on stories about small business for which they needed an expert. Additionally, we submitted Joe's profile to a magazine for talk show producers so they could contact him and book him for shows about business.

Results: Dozens of placements in publications and guest spots on talk radio. Including articles in Business Week, Cleveland.com, Entrepreneur Magazine, Lancaster Online.

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Small Business Owner's Manual