Field Notes
What we're seeing from the pitch desk. Author launches, media strategy, crisis calls, and the occasional rant about a press release nobody should have sent. Written by the team at East 2 West Collective, from our desks in Los Angeles and New York.
Author Launches
We spent months gearing up to launch Michael Richards' highly anticipated memoir, Entrances & Exits, its title inspired by a line from Shakespeare. The Emmy winning actor is beloved for his years as Kramer on Seinfeld, a show that keeps finding new fans on Netflix decades later. The campaign landed the book on the New York Times bestseller list.
For Authors
Writing and publishing a book is an arduous process on its own. Once a book has a publication date, getting the word out becomes its own job, one that competes directly with the writing you already did. A firm that knows which outlets actually cover books, and how to time a pitch around a pub date, can be the difference between a quiet release and a real conversation.
Media Strategy
Standing out in a crowded inbox is only half the battle. Targeting the right outlets for the right story matters just as much as the pitch itself. A single placement in the correct outlet can do more for a client than a dozen scattered mentions in outlets that were never the right fit to begin with.
Industry Commentary
Even as we moved further from 2020, the effects of the pandemic were still showing up across nearly every business we touched, entertainment especially. Release schedules shifted, press events went virtual, and the way we built media lists and pitched stories had to shift right along with it.
Process
In public relations, time is everything. The first step of any campaign is building a timeline anchored to something tangible: a premiere date, a brand launch, a publication date. Everything else, the pitching, the materials, the outreach, gets built backward from that fixed point.
Talent, television, an author with a pub date, a brand that needs the right voice. Tell us what you're working on and we'll tell you how we'd pitch it.
