How to Successfully Pitch Cause-Driven Events
For the past nine years, our Los Angeles public relations agency has had the honor of working with the Nautica Malibu Triathlon held on the sunny shores of Zuma Beach in Malibu, California. This triathlon comprised of a half-mile ocean swim, 17-mile bike course, and a 4-mile run course is one of the nation’s largest benefiting the Pediatric Cancer Research Program at the Children’s Hospital Los Angeles (CHLA). A stellar workout AND discovering preventative solutions for childhood cancers? Sign us up!
Over the years, we have developed a strong list of best practices on how to successfully pitch cause-driven events and secure meaningful placements, which include:
Human interest stories: One of the main reasons Konnect Agency loves working on this account is that we get to hear and share the stories of the amazing participants to regional and national media outlets. Some examples of the types of human interest stories we were able to secure placements for this year included:
- Our youngest triathlete at 13 years old, Alexandra Law, competed in her TWENTY-SIXTH triathlon
- 73-year old Sue Baker who continues to stay active because “once you stop, everything else stops too”
- Multiple sclerosis patient-turned-elite-triathlete, Aurora Colello, who was told ten years ago she would be in a wheelchair and has now participated in more than 50 triathlons
- Billy Becerra who competes in the triathlon to honor his late son who was a patient at CHLA
Celebrity participation: Along with people traveling from around the US to compete in the Nautica Malibu Triathlon, this event also attracts entertainment studios and celebrities for its worthy cause. Past celebrities include: Jennifer Lopez, Zac Efron, James Marsden, Chase Crawford, Matthew McConaughey and more! We are not only able to secure broadcast, print and online interviews about their participation prior to the race but also share celebrity sightings with mainstream media post-triathlon. Our favorite sightings this year were:
- Maria Menounos who hosted the award ceremony and helped present a check to Children’s Hospital of Los Angeles
- New mom, Karla Souza, proved moms can do it all by swimming, biking and running the full tri while fitting in some time to pump for her newborn
- Comical Steve Howey pretended to throw up on the crowd as he crossed the fine line
- Steve-O celebrated a decade of sobriety by conquering each leg of the tri
- Grey’s Anatomy hunk Martin Henderson finished 1st in the celebrity male division with a time of 1:43:07
General features/mentions on the triathlon: Other ways we get placements include pitching weekend roundups, event listings and longer stories that touch on what goes into planning and training for the triathlon and utilizing our partners such as Children’s Hospital Los Angles.
We are proud to announce that this year the tri raised the most money to date with more than $1.4 million that went directly to CHLA’s pediatric cancer research program. We can’t wait for what’s in store for next year and look forward to seeing everyone on the beach!