Four ways I 'moved mountains' to get the UK's 'Mr Everest' in global media
"Hi, I know this is a strange question, but is the Wetherspoons WiFi working this evening?"
.....A phone call I never imagined I'd have to make at the high point of a 15-year marketing career.
But essential, as one of the biggest PR stories I've ever handled began to unfold...
I'd won a competitive pitch to promote the work of Kenton Cool - a qualified mountaineer who's led the likes of Ben Fogle and Sir Ranulph Fiennes to the top of Everest. KC was attempting his 16th summit - which would be a record for any non-Sherpa.
Here's four ways in which I 'moved mountains' to get his story covered across the world - including in every UK national newspaper, and on BBC World News, Sky and ITV - Told he'll never walk again, Kenton Cool just climbed Everest a record 16th time | ITV News
1) Story is everything – The brief was to generate coverage in the mass media. I knew that a story about an ‘ultra-elite athlete climbing Everest for the 16th time’, was impressive - but may not resonate with the general public, who just can't relate to a feat of that magnitude.
I found out that Kenton had broken both of his heels in a climbing accident during his 20s, and medics told him he'd never walk unaided again.
Pairing this backstory with his new achievement created a timeless ‘tragedy to triumph’ narrative, which was picked up universally by media.
2) No room for ego - Media relations is harder than ever post-Covid, with many journalists and editors still out of office. I realised early that as an independent practitioner, I wouldn't be able to generate media coverage at a fast enough scale and speed for this story, and chose to partner with a news agency.
3) Strive for excellence – Kenton is a world-leading mountain guide and performance coach, who deserves equally professional media support. The first news agency which showed early interest in the story proved unresponsive at a critical time in the campaign.
I could not associate this attitude with my client or my professional reputation and made a nail-biting decision to swap agencies at the last-minute. A wise move, because the replacement - Press Association - were amazing; total professionals who helped us to get the story covered in national and international news outlets. There's a reason why PA are trusted by most media channels on the planet...
4) Sometimes selling-in a story is a 24/7 job – This project involved comms across two continents, a five-hour time difference, and limitations on phone signal and wifi. While much has been said about work/life balance, that's just not an option when you're top of the news agenda. PRs need to work on journalists’ terms - Just give the media what they want; whatever it takes...
... Even if that means getting off your train eight stops early, diving to a Wetherspoons, and staying overnight in a hotel. The results speak for themselves.
The thrill of watching live coverage on TV never fades, and I will never forget the 'thank you' email sent from the top of Everest.
