I enjoyed “How to get coverage for your campaign" (Masterclass, March, p39). I remember three years ago working on the relaunch of a lager beer in Kampala, Uganda. Departing from the usual norm of inviting press, reading out the press statement and having a Q&A, we opted to have a beer tasting ceremony, where all the press would be tasked to taste various types of beers – all without labelling – and challenged to identify each one correctly. We not only received press coverage from all media, but this continued weeks after the event. This greatly supported advertising in driving awareness of the relaunched lager beer to the public. What we realised, just as your article has noted, is that editors and reporters were looking for different, newsworthy stories to feature and we were successful in offering this to them.
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