If you can identify a journalist who is using Twitter, chances are you can begin to get an idea of the topics that are of particular interest to that journo.
For example, while preparing to launch Schwinn’s new Tailwind electric bicycle at the 2009 Consumer Electronics Show, we used Twitter to find and identify journalists at [...]

If you’re not doing so already, you should meet with journalists, analysts and bloggers at trade shows and conferences.
The larger the event, the more journalists likely to be on hand. That spells an opportunity for you to conduct pre-scheduled and impromptu media interviews and briefings at your booth.
I’ve found there are always journos willing to meet at [...]

The objective? Take Schwinn Bicycles and position it at the forefront of a still nascent, but very visible and important, market segment within the United States: “pedal assist” electric bikes. However, very few eBikes were being sold in the U.S. and few were seen as fun or exciting. These were just some of the challenges facing Politis Communications and sister agency, SOAR Communications, when approached by the 108-year-old Schwinn.