Archive for the ‘News’ Category

Sarah Tanksley
Peritus
Senior Account Representative

It has been on my mind for several weeks to share how working in a happy office setting often makes all the difference between a good day and a bad day.  Not everyone is as fortunate as I am to work with a group of people they actually enjoy.  If you took a survey I would venture to guess that most people have a few folks in their office or workplace that they consider a friend or acquaintance but there is also someone (or a group of people) that they do not like or cannot get along with.  That is not the case for the Peritus office in Nashville.  I can truly say we all enjoy each other, not only working together as a team but we enjoy each other as friends.

Over the course of the two years that I have worked at Peritus I have developed a working relationship and friendly relationship with the other staff in this office.  Some people might ask doesn’t it get confusing to blur the lines between work and friendship….the answer is no.  When you have enough respect for each other to know that something needs to get done, well that is what happens.  We provide encouragement and sometimes criticism to each other, we provide support and help when things might get bogged down and we provide laughter and a since of relief to each other when things get hectic and stressful.  We are all hard workers and driven to getting the task accomplished, whatever that might be.  When something comes up and it is an all-hands-on-deck situation we all rally around and find a solution to get it done.   I know that at any time I can walk down and ask for help or guidance or I can just as easily vent and get frustrations off my chest.

We have celebrated birthdays, mourned losses, gotten over illnesses, rocked out to some of the best concerts in town, introduced family, celebrated holidays and rolled down hills in a giant plastic ball together.  We have also accomplished major milestones for some of our clients and we have been able to enjoy those victories together.

My intention is not to gloat about our happy little family here in Nashville.  My intention rather is to say that if you have not taken the opportunity to get to know the people that you work with you might be missing out on something special.  Your greatest ally might be in the office next door or your mentor might be down the hall.  Now don’t get me wrong, every day is not all rainbows and butterflies.  There are a few bad days, but bad days are not awful days because somehow we just make it work.

Sarah Tanksley
Peritus
Senior Account Representative

A recent article from PR Daily titled “Journalist explains when and how to follow up a pitch” got me thinking about how we all struggle  with creating the right pitch so our story or press release will get picked up, thereby making our client (and truth be told ourselves) happy.

I am not going to lie, I love seeing an article or release I pitched published and being able to send that victorious email to my client stating we were able to secure media placement.  But getting to that point can be a struggle and sometimes downright frustrating.

Some of the tips in this article I already utilize and some were very helpful.  However, I must point out that while it can be annoying for journalists to get flooded with hundreds of emails on a daily basis, it is just as difficult for the PR professional to play the pitching juggling act.  All PR professionals know that email inboxes can sometimes be a death sentence for your pitch.  The trick is making the subject line eye-grabbing so journalists actually wants to open your email rather than passing final judgment to the delete files folder.  If it were possible to add flashing lights and maybe even a catchy tune to an email pitch so we could capture their attention, I know I probably would give it a shot.

But since that’s not a reality, we are left to the dreaded follow up.  When has enough time passed to call with the follow up, will they even know what I am referencing, will the journalist even answer the phone? If not, do they check voice mails or is that the same as the deleted folder death sentence?  The author of this article, Amy McCarthy, points out that follow up is a good thing but it is all about timing.  Kind of like when you get the phone number from a crush, do you wait to obligatory three-days before you call them back? McCarthy points out that giving it a few days is probably the best approach.  That gives the journalist time to read through emails and consider the content you have provided.  However, don’t wait too long, otherwise you run the risk of losing their attention on the topic.  And for the love of all that is pure and holy, do not nag a journalist.  Chances are you will repeatedly pitch the same journalists a variety of topics.  You do not want to be that PR professional that journalists screen when they see your name or number on the caller ID.

Adding additional content value is also a valuable tip.  Whether that is localizing your pitch so it is relevant to the journalists and readers or viewers, offering an additional interview with a local spokesperson or including statistics or real-life scenarios can help trigger interest from a journalist.  Sometimes that is not always feasible, but when presented with an opportunity, always make your pitches relevant to what’s going on in the world today, what’s happening in the community, how this will impact people, etc.

I would like to say that the pitching game gets easier with time as you grow in your PR career, but the truth is it is a constant struggle.  Some topics are easier to pitch, some voices are more media-friendly and some journalists are easier to work with than others.  At the end of the day, the feeling of accomplishment is what gets you through.  When you see that headline you have worked on in print or online, it makes all the effort worthwhile.

Tres Watson
Peritus
Senior Account Representative

Peritus Senior Account Representative Tres Watson is writing a bi-weekly beer column for KYForward. This was his second article featured.

Kevin Patterson and Tres Watson

Craft beers represent an opportunity to enjoy beers the way they have always meant to be enjoyed, for the quality of flavors and not solely upon their alcoholic effects. With over 90 varieties of brew to enjoy, craft beers offer an opportunity to step out of the narrow and less characterful few styles the industrial brewers spend millions of dollars to market and to enter a world of new flavors.

Drinking vs. Tasting: Same thing, right? Drinking, for the sole purpose of consuming alcohol, may be fun at the ballgame or around the campfire, but it doesn’t explore the finer attributes of beer. Tasting involves thought – thought of the presentation of the beer, the exploration of flavors, textures and aromas that make the session enjoyable and rewarding.

How to taste beer – really. Seems easy enough, huh? But true beer tasting means giving consideration to several types of criteria, including the major factors of appearance, aroma, flavor, body and overall impression. Here are five beers that showcase an individual characteristic:

Moortgat Duvel. Known for its malty-dry and champagne-like character, this Belgian strong pale ale is equally noted for its appearance. Bright straw and with the slightest of haze and shows off its lively carbonation streams proudly. As the highest quality beers go, it’s easy to become impressed with this ale’s voluminous cottony white head, a sign of well-crafted beers. The beer’s presentation is both strong and elegant, especially when displayed in the proper Duvel tulip style drinking glass.

Bell’s Two Hearted Ale. Hugely aromatic because of the use of specialty American hops, these spicy cones contribute an abundance of citrus scents that are reminiscent of white and red grapefruit, orange zest, freshly picked grasses and herbs; all with a slight backdrop of caramel for a well-rounded bouquet that’s both pungent and floral.

Fuller’s ESB. Balance is the name of the game when diving into the flavors of this classic English Extra Special Bitter (ESB). Medium sweetness of caramel and biscotti is matched by the earthy bitterness of pine and spicy grasses for a full flavor that’s remarkably refreshing. The transition from early supple sweetness toward a cleanly bitter finish is quite remarkable.

Samuel Smith’s Oatmeal Stout. Robust and as full in body as it is in flavor, this dark ale’s texture starts and ends with a silky smooth creamy feel. Early chocolate and coffee flavors are the perfect complement to its velvety start, then relaxing subtly at mid-palate for a semisweet powdery roast texture in finish with extended alcohol warmth.

Chimay Grande Reserve (Blue Label). When the stars align and a true beer epiphany occurs, it’s likely to happen when the overall impression gives the aromas, flavors, textures and aesthetics within this regal Belgian Trappist ale. Deep crimson with ruby highlights, this richly malted yet surprisingly dry ale delivers wave after wave of varying aromas and flavors of berries, grapes, plumbs, dates, confectioner’s sugar, wine-like vinous, mild tannic woods, candied fruits, earthy tobacco and rum-like warmth. One taste will reveal why this ale is renowned for its complexity, depth and drinkability.

Although these five main characteristics are a great place to start, other considerations can bring about a heightened appreciation for the beers such as their history, culture, ingredients, food pairings, serving temperatures, proper glassware and cellaring, all of which we will be delve into in the future.

However your own journey goes, it’s worth understanding that there’s a little beer connoisseur in all of us. Trust what you taste and enjoy the trip.

Kevin Patterson is the resident beer guide and manager at the Beer Trappe on Euclid Avenue. He is an Army veteran and formerly worked in the architecture profession before taking his love of craft beer into the occupation ranks. Patterson also is a nationally ranked Beer Judge Certification Program beer judge and a Cicerone Certified Beer Server (Cicerones are to beer what sommeliers are to wine.) Throughout the course of his career, he has reviewed 2,800 different beers, judged in more than 100 competitions and festivals, and co-written many articles on the beer culture. He has lived in Lexington for 17 years.

Tres Watson, a graduate of Centre College, is a senior account representative for Peritus.  Before moving to Lexington, he created and directed the 2004 Border Beer Bust in Augusta, Ga., which featured nearly 200 beers and drew 5,000 attendees over two days.  Watson is an avid beer drinker and a particular fan of IPAs.  He and his wife Laura live in Lexington, are members of the Lexington Beer Aficionados, and can frequently be found at Pazzo’s or the Beer Trappe

Lauren Reed
Peritus
Senior Director

I heard on the radio this morning about a recent marketing strategy in the high-stakes world of luxury fashion. It has been described by the New York Observer as “devious, delightful and deliciously dirty.” Snooki, star of the ridiculously popular reality show Jersey Shore, is always seen with a new designer purse on her arm.  People may have assumed that she was being gifted these purses by designers to promote their brand.  Turns out, she is getting these purses for free, but not in the way that you’d think. Designers are actually sending America’s favorite train-wreck competitors’ bags to ensure that their product will not be the ones displayed in good ole Snooki’s next mugshot or video of any upcoming drunken tumbles down the boardwalk of the Jersey Shore.

What are your thoughts on this seemingly effective strategy to cheapen a competing brand? While you can’t argue the brilliance, is it a PR tactic you would consider?

DISCLAIMER:  I have never watched an episode of Jersey Shore. Not that there is anything wrong if you have. Gotta go. Time for some G.T. L.

(Aisha blog)

Danielle Rudy-Davis
Peritus
Account Supervisor

This summer, Peritus had the unique, exciting and frankly – very cool, opportunity to work with the first ever USO Homefront Concert, hosted by the National Guard. The concert, held on July 26^th at the KFC YUM! Center in Louisville, featured country stars Montgomery Gentry and was the first concert specifically for military families.

That night Peritus joined more than 14,500 military family members to sing-along to Montgomery Gentry hits like “My Town,” “Lucky Man,” and “Something to be Proud Of.” Montgomery Gentry, made up of Kentucky-natives Eddie Montgomery and Troy Gentry put on an amazing show. The pair not only played to thousands of excited fans but also paid to be sponsors of the USO Homefront Concert. That’s definitely “Something to be Proud of.”

At the show, we also got the chance to see families “reunited” via video calls, listened to a message from First Lady Michelle Obama and Second Lady Dr. Jill Biden to the troops and their families as well as learned more about the great work of our Troops in the National Guard.

The night was the culmination of a lot of great work which we were honored to be a part of. Back in June, we were approached by the National Guard to help devise a strategy to not only pack the YUM! Center but also attract viewers at home to watch on the Pentagon Channel. We quickly went to work putting together a plan that would get military families across the country excited about the first USO Homefront Concert.

Our plan included a day-by-day social media strategy, online promotions and contests and a detailed media pitching plan. We came up with “watch party kits” that families could request with goodies to host a concert party of their own. In addition, we created a top-of-the-line kit to be given away to one lucky family. This deluxe kit included autographed Montgomery Gentry (MG) posters, CDs, pictures and unique MG memorabilia, along with special party planning and hosting tips.

All of the hard work paid off. On July 26^th more than 2 million people tuned in to watch the concert on the Pentagon Channel online. In addition, there were more than 8,000 watch parties hosted and attended by military families and their friends.

While we sang and saluted our hearts out, the country’s National Guard Adjutant Generals from each state and territory were celebrating the success of this new event. We’re excited to say that another USO Homefront Concert is being planned for next year. We couldn’t be more thrilled to have helped these military families take a well-deserved night off to enjoy themselves. We all owe a great deal of thanks to our servicemen and women but we can’t forget the sacrifice their families have made as well. We’re beyond proud to have been a part of this great new event.