As public relations professionals, we are always trying to cut through the clutter and get the media’s attention. As the media continues to shrink and PR grows, journalists are getting bombarded with more pitches, invitations and press releases than ever, and grabbing attention is getting harder to do. We are always trying to come up with creative ways to stand out and get journalists to notice our clients.

We recently needed a new way to get media attention for our stylish bicycle client, Electra. We had been pitching the same bike models for a few months, and needed a reason for media to take another look at these beautiful bikes. The solution? We planned an LA bike ride day, and invited key media in Los Angeles to join us for a bike ride around their neighborhood. We loaded my car with bikes and gear, and drove around LA to a few editor’s offices and took them for a leisurely, midday ride.

Every single one of our media riders told us it was one of the most unusual invitations they had received and that was precisely why they had said yes. It stood out against all the other boring pitches and invitations. And, it was fun! We had great weather, some laughs and it was a perfect way for them to learn about the bikes and what makes them special.

What other creative events/pitches/invitations have you used to grab the media’s attention, and was it successful?