Beer and Politics: Latch Onto an Issue That Resonates


While the communications team at the American Beverage Institute (ABI) was lucky to leverage President Obama’s “Beer Summit” and move its organizational mission to a much larger stage, its luck was made, not stumbled upon. Planning, foresight and an ever-watchful eye (even on Sundays) helped ABI effectively hook the media, according to Sarah Longwell, managing director, and Sarah Kapenstein, communications director, at ABI.

Monitor, monitor, monitor. As a watchdog agency, ABI tracks everything that Mothers Against Drunk Driving does to ensure it doesn’t miss an opportunity to insert its mission into the national dialogue. “We’ve got LexisNexis alerts, every Google alert that you can think of. We’re always looking for MADD, and the names of their top people,” says Kapenstein.

Don’t hesitate. “If we had waited even one day more, the story would probably have fizzled,” says Kapenstein.

Human interest trumps all. The fact that the nature of the story—Obama drinking a beer on the White House lawn—was on the light side made it an easy pickup for press. “You’re not talking about foreign policy,” says Longwell. “It was a human interest story that had policy around the periphery.”

Read the full case study in PR News

Don't miss PR News' How-To Conference on Dec. 1 at the National Press Club in Washington, D.C—11 how-to sessions, 11 expert trainers, all in one day.




Comments Off

Deals of the Week

Get $150 Off PR News' PR Measurement Conference

 prmeasurement2015-dc-175x135

Join us on April 20, 2015, for PR News’ essential PR Measurement Conference at the National Press Club in D.C., and learn how tie PR metrics to measurable business outcomes.

Use code “150off” at checkout to save $150 on the regular rate.

Get $50 off PR News' Book of Employee Communications

employeecommunications-180x150

In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.