This is one of the biggest earned media pitch I did in my career.
Last year, I went to the ADB Food Security Forum at the Asian Development Bank complex in Pasig City, Philippines where I had the opportunity to talk with food security experts and learn more about the state of food security in a global context.
It was also an opportunity to mingle and do some public/media relations with international media professionals covering the event.
One of those media outlets present was CNN Philippines. The crew was led by reporter/producer Cecille Lardizabal. They were just setting up their equipment and was about to start their coverage when I approached her and sold the idea of doing their story in the context of innovations and a locally-based company (GrainPro) that develops solutions to post-harvest losses that commercializes their innovations worldwide. I also told her that this will help her and the team a quickly end to the day with a stronger angle to an important story that doesn't get much focus by the mainstream media.
After carefully explaining to her what we do and how we are playing a leadership role in helping solve the food crises, she went ahead and did the featured story. GrainPro's Technical Support Manager Joel Dator, was interviewed first. Then I invited IRRI (International Rice Research Institute) Senior Scientist Martin Gummert, who addded his thoughts on the food loss problem.
