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How good PR more than doubled Paxson Communications stock price

If you saw the ad in this week’s issue of TelevisionWeek, in which the trade journal takes credit for doubling Paxson Communications stock price, here’s the truth about how this story really moved from the pages of the electronic media weekly trade publication to The New York Times, The Wall Street Journal, USA Today, and more…

I must confess, I am the TV public relations exec who sent Jay Sherman’s article in TelevisionWeek about my client Byron Allen “aggressively pursuing” a deal to buy PAX-TV for 2.2 billion to Bob Tourtellotte at Reuters. Like Jay, Bob is an excellent reporter with a nose for important news. After speaking with Bob, he and his editor agreed to write their own story about the news.

I arranged for Bob to interview Byron, and minutes later, Bob moved his own story on Reuters, using original quotes from my client. Of course, the Television Week story lent credibility to my pitch, but it was our media relations expertise that propelled the story.

After Bob’s story moved, we contacted Dow Jones, Bloomberg and the Associated Press directly and sent them links to the TelevisionWeek and Reuters articles, which led to more interviews with these and other outlets for our client. We emailed links to media business reporters and radio personalities nationwide and by the end of the week, the news had traveled far and wide, appearing in publications in Europe and Canada, as in every major US market.

It was the Reuters and Dow Jones stories that ran in The New York Times and The Wall Street Journal. Los Angeles-based public relations boutique Schwartzman & Associates is thrilled that Television Week saw the snowballing of this story as worthy of an advertisement in the same issue distributed at the National Association of Broadcasters convention in Las Vegas.

Congratulations to Jay Sherman for the scoop, and to Chuck Ross for the spark!

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