I really loved the Dunewood Fire Island oceanfront house that we built shortly after Sandy. Yet the time came in 2018 to put the house up for sale for a variety of reasons.
Despite the house being a stunning architectural digest quality house, both my internal PR team at Didit, a long island marketing agency, and my good friend Peter Shankman educated me that I should pitch the larger story and have the house be part of the story. Even better, find myself a co-star in the story pitches, and tune the pitch to the periodical. So, rather than try to get the written about the house I looked at who I could pitch at the periodicals I wanted.
Here’s how I did given my objective was to try to get press coverage for the house in the following periodicals
- NY Times – strike out
- NY Post – Tour the funkiest houses on Fire Island
- Wall Street Journal – A New York Weekend Island Retreat Gets Fancy
- Newsday – strike out
Not bad, two out of four. And in both articles, I made the island itself, and my architect Eric Schiller the co-star in the story
That’s how to do PR.
