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“Dear Ellen DeGeneres,”…
July 1, 2012
Dear Ellen DeGeneres,
Love your show. Especially the segments where you whisper into someone’s ear and tell her to talk and behave in crazy ways, unbeknownst to the people around them. And of course the dancing, and the celebrities. Great fun and really entertaining.
But Ellen, you and I need to talk. Here’s why. I do PR….and my clients want to be on your show. They are not movie stars, or child prodigies or even great dancers as far as I know. They have watched your show, but more than that, they know how much you support pet wellness and environmental causes. And believe me, my clients are passionate about pets and health, which is why they feel you should be extremely interested in their work and their products. I’ve got a guy who created an environmentally-friendly “loo” for dogs, with kitty product coming out in August too, a distributor of a titer test that could prevent thousands of dogs from getting vaccinations they don’t need, a dog treat creator whose product contains no rawhide, and a physicist turned inventor who built a pet door that recognizes its entrants by microchip. And I haven’t even begun to tell you about the brilliant veterinarians in our clientele – these doctors save pets’ lives, repair horrific injuries, perform eye examinations for free on service dogs, and research new cancer treatments.
So, here’s the thing. I’ve told them that your producers aren’t looking to book them on your show. They know that the fabulous surprise under the audience’s chairs can’t be something that’s meant only for pet parents, because that wouldn’t be fair to the other members of the audience. They realize that without a movie or book to promote, their chances for a spot on your show are really, really slim. But, Ellen, they question me. They have seen your earnest discussions about animal welfare, and they know that if they only had a few minutes with you, you’d see why their work matters you’d understand why it’s a message to send out over your airwaves.
I think that once a month I disappoint an eager innovator or game-changing veterinarian by telling him or her that we will not be approaching your show as part of our PR campaign. I tell them that we will instead go after the pet columnists at daily newspapers, the trade publications that reach veterinarians and pet parents, the bloggers who so admirably share reviews and tips with their fans. And yes, we obtain those placements, share them on our social media networks, and spread the word. We drive potential buyers to our clients’ sites and businesses, and we work from a sound strategy that we believe, based on our many years of experience in PR, will bolster their credibility, increase their sales numbers, and introduce pet parents to services and products that are good for their pets. But, I know that our clients still hold out hope that we are wrong in our assessment of the Ellen show.
Anyhow, thanks for all the great shows you do. We’ll keep on getting the word out for our clients, and we’ll give you a buzz when we think our client is a match, or at least something or someone you should consider.
Director of Client Services at Fetching Communications
Note to self: Send similar note to Oprah, Martha Stewart and Rachael Ray.
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