PR Pros: Use National Press Club to Establish Credibility and Thought Leadership

This week, CBC arranged for our client Sabertec, developers of a tailpipe emissions reduction device called “Blade,” to Speak at National Press Club’s prestigious ‘Newsmaker’ Series in Washington, DC. Called ”Addressing America’s Air Quality Crisis,” we surrounded Sabertec CEO Bill O’Brien with other experts that complemented his message, including President of Clean Air Watch, Frank O’Donnell; and “A Civil Action” plaintiff attorney, Jan R. Schlichtmann.

Bill did a great job taking the press through an in-depth look at personal vehicle reduction technologies, including proven benefits shown in rigorous laboratory testing. He also provided specific insight on the potential environmental impact of widespread adoption of these technologies. 

CBC has used the influence of the forum on several occasions.  It’s a powerful way to position people and organizations squarely into the national spotlight as credible voices on the issues covered daily in the press. Of course, it’s not easy to get into the series, and certainly not every business makes sense for it. But when you do get in, it’s worth it.

If you have something that fits the bill, pitch a panel discussion topic to the chairman of the series.  And be prepared to book the entire panel yourself.  It's not easy, but with folks like Newsweek, Dow Jones and NPR in attendance, you can't beat the forum for positioning thought leadership.