on The Book Designer:
When Champion Products sponsored the Women’s Basketball Coaches Association’s Player of the Year Awards for the NCAA’s five college divisions in the U.S., I was responsible for publicizing the award nominees in their hometown media.
To get the most publicity possible for the authentic athletic wear brand and the athletes, I used what marketers would now call a “hyper-local” approach.
Another publicist probably would have created one press release naming all 25 nominees and sent that announcement to a mass media list. But I knew that with publicity (as with many other things), personalization was the key to success.