Patience is a PR virtue

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Team HKA and Xan having a blast with the Unwrapped crew

Our client Xan Confections was featured on Food Network’s Unwrapped last month. I know we all were excited when it aired, but I can’t describe exactly how I felt to see one of my clients be featured on a show and television network I had been a major fan of for years.

Awesome is a pretty good word for it. Yes, it felt awesome.

Looking back, I realized that it has actually been about a year since I first planted the seed at Unwrapped. A concise phone pitch and a strong intent to make the opportunity blossom was how it all got started 11 months ago.

I’d had a great conversation with the producer, but not too much happened right away. It took patience and diligent (but careful) monitoring of the opportunity to keep it alive and growing. Finally, nearly three months after that first conversation, Xan was confirmed to be on the show. The taping day happened not too long after, and a mere five and a half months later..

TA-DA! Xan’s ancho chili caramel fired up tastebuds on the “Hot & Spicy” episode in July. Kudos to the Unwrapped crew and the Xan team for putting together such a fantastic segment.

Looking back on it all, I’m reminded that great PR hits can often take time, (LOTS of) patience and persistence. But it’s always well worth the wait and effort.

What’s a PR success you’re proud of and what did it teach you?

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2 Responses to “Patience is a PR virtue”

  1. hilary kaye Says:

    Inez,
    Yes, you learned two P’s of PR — patience and persistence! Great post and great job of keeping the ball rolling until it scored a goal!

    I hope people do comment and write in their own PR successes and lessons!

  2. mona Says:

    inez, it was an incredible piece that really went above and beyond featuring a spicy chocolate. the fact that you got them to acknowledge the agave, the extra virgin coconut milk, the intricate process… it was just amazing. of course, it was great to be on hand with the rest of the local fan club to eat chocolates! we were – and are – so excited because you put xan on the map nationally in a big way!!
    congrats!!
    mona

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