Spotlighting cattle ranchers with captivating stories primed for the news media allows Beef. It’s What’s For Dinner. to further establish beef as the top protein for taste and nutrition among Americans, while also offering a behind-the-scenes look at the hard-working ranchers responsible for raising the food we eat.
As Beef’s national consumer communications partner, Linhart PR needed to reach consumers nationwide with the true stories behind cattle ranching, including the positive impacts and benefits of doing this important job, while also highlighting the care ranchers give to their animals.
After conducting a series of information-gathering interviews and identifying a human interest People reporter who specifically focuses on veteran stories, Linhart PR created an enticing, customized pitch by:
The team secured a July 2022 People magazine 6-page print-edition feature story on Marvin’s journey to cattle ranching and agri-therapy. The story also ran on People.com, was syndicated by Yahoo Entertainment and was promoted on People’s official Twitter account, resulting in more than 607 million impressions. The story was positive in sentiment, celebrated ranching and showcased the quality care and attention Marvin delivers to his cattle every day. It’s a must-read piece!