E-commerce isn’t always the most newsworthy of topics, but with a small local farm and business, we were able to find a clever angle that made for an attractive human-interest story.

We put together a press release about the upcoming shortage of small turkeys caused by the world-wide reduction in holiday gatherings. However, because Waseda Farms—like many turkey suppliers—had already sold out of the iconic Thanksgiving bird, we also included a section on turkey alternatives that could be ordered from their online store.

The pandemic has been as tough on performers as it has been on their audiences, so we wanted to highlight Tanner’s persistence in not losing touch with the people who love his music.

Our press release focused on Tanner’s surprise drive-up Halloween concerts, which he performed from the back of a pickup truck across 6 different neighborhoods in Orange County, CA. We also linked to recordings of the performances on Tanner’s website and YouTube channel to drive readers to enjoy the experience for themselves.

Craig’s guide was just one installment of a larger series of free content he’s been publishing in order to help business owners who had been negatively impacted by the COVID-19 pandemic. I knew that focusing on the charitable nature of the guide was key to getting the word out. My team and I put together an engaging, news-worthy release that would be easy for the media to share in an environment in which everyone is looking to uplift each other.