PR CASE STUDY:
MELISSA COOKSTON

Having won six world BBQ championships, recently published a second cookbook, and with two restaurant operations booming, local BBQ personality Melissa Cookston engaged Morris Marketing Group to bolster her persona and earned media value locally, regionally, and nationally.

Initial research was conducted in order to ascertain the effectiveness of current marketing efforts, both traditional and online, as well as the primary media channels that reach the BBQ community and help generate buzz.

Secondary research was performed online to develop a strong basic knowledge of the potential audience and additional prospective media channels.

The research performed was highly influential in shaping the planning of the ongoing PR strategy as well as the day-to-day strategy and tactics by helping to define the target media and the best means of communication by which to reach them and get their attention.

Our overall strategy included staying top-of-mind as a celebrity chef expert by developing connections as well as creating and pitching various opportunities for potential exposure. This included general communication tactics about outdoor grilling and recipes compiled by Cookston, cooking demo events, and a detailed timeline of strategic PR pitches surrounding specifically targeted topics and deadlines.

Research played an important role in the holistic PR plan as well as specific media channels. The research helped to establish a timeline for pitching recipes/tips, better define the target media outlets, and outline the most effective means of communicating Melissa’s BBQ expertise. Once the overall goals, pitching calendar deadlines, and target media were understood, planning was undertaken to garner media coverage and exposure.

The plan was to create a full year of PR tactics in which the audience could get engaged and relate to Melissa’s outdoor cooking style. Specific, measurable objectives included:

1. Garner earned media locally, regionally, and nationally to enhance the Melissa Cookston brand while making the image more pleasing to potential sponsors
2. Build and strengthen relationships using unconventional PR tactics
3. Optimize media coverage of Melissa at the Memphis in May World Championship Barbecue Cooking Contest
4. Garner earned media value for various partnerships
5. Generate compelling messaging surrounding Cookston’s unique hybrid hog at Memphis in May
6. Utilize sponsorship relationships to develop, create, and update
   video content
7. Support local business operations and specific special events

The project timeline and plan was executed for the objective of promoting Cookston and garnering media attention. The flow of pitches, press releases, and media alerts were primarily driven by deadlines for special events and media placements.

• Press releases Media alerts
• Create full calendar of pitching content for all local, regional, and national long-
  lead, short-lead, and broadcast outlets
• Ongoing outreach and pitching to local, regional, and national media
• Create weekly pitch opportunities nationwide for maximum TV, digital/social,
  and print exposure
• Invent fun, informative pitches and media baskets
• Offer exclusive interview opportunities before, during, and after
• Memphis in May
  features to national publications and production companies Memphis in May on-site media coordination, photos, video and social media
  posting
• Direct ongoing two-way communication with media partners, community
  organizations, local businesses and dignitaries
• Update communications collateral
  • Press Kit
  • Sponsorship Package
• Develop video content ideas, help with scripting and production, and facilitate shooting/editing/posting

There were no particular difficulties prevalent during this time. Only traditional public relations tactics were utilized in this strategy.

To evaluate the project, we measured earned media audience, publicity value, and number of national publications that featured Melissa.

Over $858,000 in advertising value was garnered for Melissa Cookston with an earned audience of 472,002,135.

Highlights included secured local, regional, and national coverage:

• “50 States: 50 Female Chefs” on USA Today online
• “Should you rinse raw chicken? Ina Garten weighs in” on NBC’s TODAY online
• “14 Easter Dinners That Break from Tradition” on Reader’s Digest Online
• “Guy Fieri’s Favorite States Ranked” on Thrillist.com
• “Sweetheart Winning Ribs” Valentine’s Day tips within National Barbecue News
• NBC Today Show coverage at Memphis in May
• Memphis in May and Summer Grilling feature on Family Circle Online
• Travel Channel/Food Paradise interview
• Grilling Tips appearances in Men’s Health
• Hybrid hog project in USA Today
• “The 6 biggest mistakes you’re making at the smoker” on Food & Wine Online
• “Thanksgiving Cooking Tips from Celebrity Chefs” on Reader’s Digest Online
• Gas vs. Charcoal Piece in Chicago Tribune
• Creative Loafing Tampa Bay Journal feature
• Memphis Flyer Legends of Barbecue
• STEAK by Melissa Lunch Bunch promotion in The Commercial Appeal
• Feature story on the hybrid hog in the Commercial Appeal MIM BBQ week
• Melissa’s Williams-Sonoma Memphis BBQ Sauce and Rub included in Memphis Magazine’s Homegrown Holiday Gift Guide
• Melissa’s Williams-Sonoma Memphis BBQ Sauce included on Style Blueprint
• STEAK by Melissa Thanksgiving catering in The Commercial Appeal

Earned media and publicity helped to secure three new sponsorships for Melissa with Danson Corporate, Pit Boss Pellet Grills and Mama O’Neil Productions that included Arte Flame, Greensbury, and Aussie Beef garnering over $150,000 contract as a paid ambassador.

The measurable objectives defined at the beginning of the project were met and/or exceeded and reflected a well thought-out and implemented strategy, plan, and tactics.