Leveraging its storytelling expertise, Linhart PR developed a tailored national media outreach approach that 1) showcased Kim’s dedication to championing underserved ranchers and her community, 2) positioned her as the ideal spokesperson for 21st century ranching, and 3) educated consumers about the hard work of raising cattle and protecting the land to ensure ranchers can provide delicious beef for generations.
Linhart PR’s objective was to secure a feature story for Kim in a top national consumer-facing media outlet that positioned beef production and cattle ranching in a positive light. Here are the steps we took to get there:
1. Build a compelling story:
Linhart PR conducted discovery interviews with Kim to understand her family’s agricultural history and legacy, diverse business ventures, conservation efforts and advocacy for Black equity in ranching. The team then customized pitches to demonstrate Kim’s beef industry impact and how she is shaping the future of ranching, anchored in entrepreneurship, family and community support.
2. Identify the intersection of story relevance and outlet interest:
The team identified Michelle Miller, co-host of CBS Saturday Morning, as the top pitch target due to her frequent human-interest stories involving people of color and agriculture. What started with a customized pitch detailing Kim’s background and achievements to entice Michelle’s producer to engage with us ultimately led to a national, 6-plus-minute CBS Saturday Morning feature segment on Kim, ranching and beef production, which took over a year to coordinate, shoot and produce.
3. Offer a behind-the-scenes look at Kim’s multifaceted beef business:
In Harlem, New York, CBS filmed Kim’s beef as it was featured at a Harlem Restaurant Week event, connecting her cattle-raising story to culinary innovation. In Baltimore, Kim was captured working with a premier hotel partner for chef tastings, visiting her freezer facility to highlight her supply chain, and meeting with one of her restaurant partners, former NFL player-turned-chef, Tobias Dorzon.
4. Showcase family, legacy and impact at the ranch:
To celebrate the intergenerational roots of Caney Creek Ranch, Linhart PR orchestrated a final filming day in Texas featuring Kim and her father, an Army veteran, NASA engineer and third-generation rancher. Co-host Michelle interviewed Kim, her dad and local residents to learn more about the ranch’s operation and community impact. Visuals included cattle, riding horses, Kim working alongside her dad, beautiful drone shots of the ranch and a group meal. The location variety, from New York to south Texas, helped CBS deliver a multidimensional depiction of Kim’s journey, bridging her business experience and ranching heritage, all in service of producing high-quality beef and paving the way for future generations of Black ranchers.
