How’d You Get That

Getting kids to step outside their normal concerns and think deeply about the world around them is no easy task. But pitching this concept of "free thought" among kids may be an even tougher assignment. The Blaze Company, a Venice, Calif.-based firm, was charged with garnering media coverage for The Webb Schools in Claremont, Calif., two separate college prep institutions (one for boys and one for girls), where students are encouraged to step "outside the box." At other high schools, for example, career day features doctors, teachers and firemen. At the Webb Schools, "career day" is not even called career day. Known as the "Unbounded Thinkers Symposium," the day begins with outdoor yoga and meditation for students at dawn, and speakers include renowned oceanographic researchers, Holocaust survivors and candidates for doctorates in theoretic chemistry. This symposium provided an event for The Blaze Company to use as a media hook. But it was still abstract and cerebral enough to be difficult for the general public to understand - and therefore unappealing to most target media outlets. The Blaze team decided to break out various speakers to deliver what different media outlets were looking for. Team members pored over speaker bios to find the perfect fit for each media outlet. For example, Eric Tulsky - the theoretic chemist on the speaker roster - challenged various Webb Schools students to no less than 20 simultaneous chess matches. The team knew this would be the most visual of the stories coming out of the symposium, so they pitched it to local TV media. The PR team's instincts were right: The pitch, which provided quirky appeal and a concrete vehicle to demonstrate some very abstract concepts, successfully garnered coverage on KCAL-TV with a live a broadcast repeated throughout the day. "By identifying different story angles and picking them off, we were able to help the media comprehend the event," says Mark Margolis, senior account executive with The Blaze Company. The Los Angeles Times also covered the story, focusing on how the school and the speakers were challenging students' thought processes. (Margolis, 310/450-6060,

Subscribe Now  |  Login

Comments Off

Deals of the Week

Get $200 Off PR News' Digital PR Conference

Join us June 1-3 where you'll hear from top brands such as Walmart, Miami Heat, Verizon and Ritz-Carlton on PR and communication best practices for the next wave of digital trends.

Use code “200off” at checkout to save $200 on the regular rate.

Get $50 off PR News' Book of Employee Communications


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.