As spring slowly begins to break through the winter chill, Indy residents are flocking outside to enjoy the Georgia Street food trucks, Central Canal and White River State Park, and of course, some cardio on the Monon Trail.
Dedicated runners will tell you that there’s no such thing as ‘running season,’ but for us more seasonally inclined runners, spring is a chance to loosen up those muscles after a long (and rather sedentary) winter. And with the Mini Marathon right around the corner, it’s time to put a ‘spring in your step’ (see what I did there?) and get down to business. Sometimes though, this enthusiasm leads to some serious overexertion and muscle pain.
One of our clients, Therawheel, caters specifically to those muscle aches. Designed by Tim Jennings, former Indiana Pacers athletic trainer and co-owner of local gym O’Fit, Therawheel is a muscle recovery tool that helps athletes maximize performance, decrease pain and accelerate recovery. Over the past year, Bohlsen Group has worked to enhance Therawheel’s presence both locally and nationally. But promoting the same product for a long period of time takes some creativity. Like with any fitness routine, sometimes you have to mix it up to see results.
For PR professionals, spring is the opportunity to break out of your winter hibernation and flex those media relations muscles.
Here are a few tips for turning your winter pitching routine into a lean, mean, PR machine this spring:
- Add some ‘meat’ to your diet: Beef up your pitch with quotes and expert testimonials. In our Therawheel outreach, often include a testimonial from a professional athlete to enhance the credibility of the product. Your pitch is designed to say how great your product is — why not have someone else say it for you?
- Make it work for you (or them): Running isn’t for everybody, and not every pitch will resonate with every media outlet. It’s crucial to make your pitch relevant to your audience. For example, in November we focused our local media efforts on how Therawheel could aid runners in the Monumental Marathon, resulting in an interview with FOX 59. During basketball season, we played up Jennings’ work with the Indiana Pacers and how the device accommodates the rigorous fitness routines of professional athletes.
- Think long-term: Just like with a diet or new fitness routine, you have to focus on the future, not the immediate results. For example, Therawheel was recently featured in the March issue of SHAPE Magazine. However, like with many long lead print publications, this placement was cultivated back in September. It’s important to be patient and look for future opportunities for placement beyond the here and now.
Do you have some tips of your own? We welcome your comments below!