Celebrating An Exceptional Cattle Rancher Making a Positive Impact with a People Magazine Feature

After conducting a series of information-gathering interviews and identifying a human interest People reporter who specifically focuses on veteran stories, Linhart PR created an enticing, customized pitch by:

• Dialing into Marvin’s differentiators: Though Marvin’s battle with PTSD following active military duty is not necessarily unique, his journey of recovery through agri-therapy and his commitment to helping fellow veterans also find healing by hosting retreats at his ranch set him apart. Leading with this angle ultimately helped land an exclusive feature story.
• Adding timeliness and promoting striking visuals: Linhart PR anchored the pitch around a pre-planned event Marvin was hosting at his ranch in partnership with the Wounded Warrior Project. It consisted of sessions filled with healing practices for 13 veteran attendees, including yoga, a farm tour and various speakers. A perfect occasion for media coverage, Linhart PR invited the target reporter to attend the event for an up-close look at agri-therapy in action. To perfectly capture – and wrangle! – the array of compelling visuals of Marvin and event attendees interacting with the cattle, the team assembled a photography shot list to guide how the story would be presented visually. The result was cattle prominently featured in photos throughout the story, including in the hero image on the first page of the piece.
• Leveraging interviews to humanize cattle ranching: Once the People reporter committed to attending the event, Linhart PR planned a series of interviews for her – via video and in-person – with Marvin and his wife, where the two shared details about the incredible bond Marvin has with his animals, his appreciation for their nonjudgmental nature, and how caring for cattle has promoted his overall wellbeing.

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