Drawing upon its creative storytelling and national news-making experience, as well as Beef’s impressive roster of pitmasters, chefs, registered dietitians and food scientists, Linhart PR executed an intricate, yet flexible media outreach strategy focused on hyper-customized pitches and spokesperson offerings. By matching innovative, timely and unexpected angles around beef with the right national targets, the team delivered useful and culturally relevant recipes and culinary tips to media, which in turn helped consumers to delight and nourish every palate on any budget with beef.
Linhart PR aimed to achieve a 10% year-over-year increase in national consumer media stories over a 16-month period. To reach this goal, Linhart PR activated the below media strategies:
- Moving at the Speed of Culture:
Through trend spotting on social media and in the news, Linhart PR executed a successful newsjacking strategy, leveraging relevant experts and content. For example, after seeing short rib musubi recipes spike on TikTok, the team called on Beef’s relationship with a popular chef to pitch his recipe, landing an interview on Fox News. The team also capitalized on chatter around the new season of Yellowstone by pitching a real-life cattle rancher for an interview to compare ranching realities to what’s portrayed in Hollywood, resulting in a Men’s Health feature. In advance of the Super Bowl, Linhart PR leaned into a pitmaster’s New Orleans roots to pitch Big Easy-inspired meals for tailgates, securing another Fox News placement.
- Leaning into the Unexpected:
Staying proactive and embracing a creative mindset, Linhart PR inserted beef into unexpected moments and holidays. For healthy new year, the team tapped Beef’s registered dietitian (RD) to position beef as a surprising, often overlooked food for boosting immunity, perfect for fighting the cold and flu. This led to a SheKnows article that was also picked up by Yahoo! Life and MSN. Finally, by providing media recipes with curious twists on popular dishes, Linhart PR continued to find success, landing a surprisingly savory (vs. classically sweet) beef sticky buns recipe in this Fox News article.
- Conducting Curated, Yet Adaptable Outreach:
With more media looking to fit available talent into reoccurring segments and series, Linhart PR evolved pitches in real time to match news outlets’ formats and needs by closely monitoring the news cycle and offering air-ready, highly germane spokespeople and content. For instance, Linhart PR knows TODAY often aligns cooking segments with timely events, so the team offered a female pitmaster for a July 4th food demo, resulting in this segment, which reached more than 1B+ across online, broadcast and social. The team also crafted a pitch to mirror a New York Post reporter’s listicle-style articles on nutrition, leading to this placement featuring Beef’s RD. Further, Linhart PR secured multiple placements in MSN and Us Weekly by strategically pitching seasonal recipes from Beef chefs to meet the reporters’ calendar-based editorial needs.
