In December our client, William Sullivan & Son Funeral Directors, held remembrance ceremonies at their facilities in Royal Oak and Utica. We sought advance announcements of the events in area media but we also used them as the peg for stories about Sullivan’s first green funeral and the subsequent burial in Michigan’s first natural cemetery, resulting in this story, which originated at the Macomb Daily and also ran in its sibling paper, the Oakland Press.
Occasionally we score immediately with a story that is very newsworthy or of keen interest to a specific reporter. More often, though, media relations success results from a cumulative effort. Over the last two years, we sent releases about several Sullivan events, provided 24/7 contact information to city and assignment desks in case they needed a fast comment on a breaking news story and offered related feature stories with an elder law attorney and Sullivan’s affiliated grief counselors. Persistence and patience finally paid off.