Before this week, had you ever heard of a little technology company out of Scotland called CereProc? Thanks to Roger Ebert, Esquire Magazine and Oprah Winfrey, they are all over the news.
Good PR relies on quality pitches, no doubt. And CereProc has a great product and a great story to tell. But this week illustrates the value and power of relationships. Ebert and Oprah go way back to their early days in Chicago.
CereProc rightfully leveraged their relationship to gain major exposure in the US. What they accomplished couldn’t be drowned out or supplanted by an advertising campaign.