This guide is based on Mixergy’s interview with Steven Le Vine.
After starting out as a lowly intern, Steven Le Vine built a successful PR firm that represents a hundred clients. It was all done by getting publicity, so we invited him to teach you how to do it.
Steven is the founder of Grapevine PR, a full-service lifestyle and entertainment public relations firm.
Here are the actionable highlights from the interview.
Steven convinced Levi Johnston that wearing Baskit underwear in a photo shoot would grow his appeal with gay men.
Steven highlighted Baskit’s line of organic cotton underwear and the New York Times featured Baskit in its “Green” section.
Steven says that a brand trying to gain industry credibility should pitch to trade publications instead of local newspapers.
Before pitching a story to the New York Times, Steven would get a list of its managing editors, deputy editors, and journalists with the subjects they cover.
If a TV show signed a famous actor, Steven would pitch an exclusive story to Variety or Hollywood Reporter.
Steven pitched a story to the Wall Street Journal and followed up once every week or two for a couple of months until the paper ran the story.
Steven built a niche film director’s reputation by pitching his story to small magazines and then to Hollywood Reporter.
Watch the full interview now
Written by Sarah Brodsky, based on production notes by Jeremy Weisz