by Monika Maeckle, Vice President New Media
Bean, of Alpine, Utah, issued a press release on Business Wire’s Utah circuit on April 14 about her challenges raising a difficult adopted child from Belarus. The story was especially compelling in the wake of the media furor over a Nashville mom who was vilified for sending her troubled adopted son back to Russia six months after his arrival because of violent behavior and psychological problems.
With help from online PR pro Janet Thaeler, Bean’s press release resulted in an April 30 story on the front page of the Salt Lake Tribune with the headline “Preventing failed adoptions: Prospective parents need more info on childhood trauma.” Bean’s book, Love Lessons and her Finding Hope Foundation, were founded specifically to address those needs.
Shortly after the front page placement, and following an email follow-up, the Dr. Phil Show called. By June 10 Jodi Bean was being interviewed on national television.
” The important thing was to link to the book, her other appearances and to her foundation. These built trust and gave her credibility,” says Thaeler, author of the book I Need a Killer Press Release, Now What??. Thaeler inserted useful, relevant links throughout the press release. She also detailed the press release case study in a recent blogpost.
Apart from great media placements, Bean relayed that she went from selling two-three books a week, to two-three books a day.
“It was my first press release and it was really successful,” says Bean. “I’m going to do another one.”
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