Overcoming the Chicken-and-Egg Phenomenon: Using Public Relations to Get Media Coverage Without a Large "Fan Base"

I was listening to a radio article on the way home from dropping my daughter off at school this morning, which reminded me of a condition facing many new enterprises.  The piece focused on the Boston Blades, a team in the Canadian Women’s Hockey League.  Apparently, the league faces a kind of chicken-and-egg phenomenon all too familiar to many start-ups:

Without a large fan base, media coverage is modest or nonexistent.  But without media coverage, it’s tough to build a fan base. 

And isn’t that the essential challenge facing so many small and cash-strapped organizations: how do you get public relations that attracts media attention to a new idea? 

This one idea lies at the core of the reason that we at 2GreenEnergy have formed a relationship with Annemarie Osbourne as our senior public relations professional (see: http://2greenenergy.com/about/2greenenergy-associates/ and scroll down). 

Her uniqueness?  I would summarize it as: creativity, relevance, hard work, passion, commitment, listening, paying attention, understanding and respecting people’s interests and points of view. 

In the actions she takes, and in the results she achieves, Annemarie never fails to impress me.