The harder you work, the luckier you get

Public Relations counselors are a strange breed. We want to guide our clients in making the right moves (when to distribute a news release, where to distribute, how to distribute) but we don’t want to make ALL the decisions and many times the client is right, especially one as marketing savvy as Spencer Clements, president of William Cole, Inc., golf club and resort management.

Recently he told me exactly how he wanted an article to look about Traditions Club
in the most important vehicle for his target audience. It sounded like an ad!

I was at first skeptical, then I was cocky…oh, sure, I had met that editor; I have a working relationship with him. But he turned out to be she; a new editor. Oh, no! But actually she was more accessible, more amenable to using our material, so the client got exactly the article he wanted published in the newspaper he most desired.

 As I told my food PR friend Paula Murphy when she said she got “lucky”–the photo for a small Q&A was split off and became the cover photo of Flavor in the coveted, thinning HOUSTON CHRONICLE.  Oh, sure, Paula. Lucky. What I’ve learned in this business is the harder you work, the luckier you get.

And here’s the promised blog recipe as my prolific basil bush is calling to me:  BASIL PESTO (makes about 3/4 cup) Ingredients: 1/4 cup pine nuts or walnuts, 8 medium garlic cloves, coarsely chopped, 4 cups packed fresh basil leaves, 1/4 cup olive oil, 1/4 teaspoon salt. 

1.  In a small dry skillet, toast the nuts over moderate heat, shaking the pan, until lightly browned, about 5 min.  Cool. 2.  In a food processor, finely choped the garlic.  Add the nuts and basil and pulse until finely chopped, scrapping down the sides as necessary.  With the processsor on, add the oil in a steady stream until incorporated.  This blog pesto can be refrigerated, covered, for up to 1 week or freeze. Serve over pasta or broiled fish or chicken.  ##

About shirleybarr

Houston-based Public Relations consultant specializing in marketing communications utilizing media relations as the primary tool.
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