Author of Prepare for Anything: 338 Essential Skills
In March 2014, Outdoor Life approached us with a proposal: a campaign for an outdoor survival guide, Prepare for Anything: 338 Essential Skills by Tim MacWelch. Our partnership with Patagonia Publishing and our previous success with outdoor campaigns made PR by the Book the perfect fit. We were confident we could help spread the word on this terrific survival guide.
An accomplished outdoor survival teacher, Tim’s experience at the school he founded, Advanced Survival Training, made him the perfect expert for outdoor and sports media. Orlando Outdoor Recreation Examiner reviewed the book, as did Adventure Sports Outdoors, Mountain Bike Tales and Bootprints. Tim’s tips were also featured in BACKPACKER Magazine, Campology, and Bearings. Outdoor radio shows in key markets talked to Tim about the book including “Dirks Outdoors,” “Minnesota Bound” and ESPN’s “Indiana Outdoors.” Tim was also featured in GrindTV (3.4M UVM), an arm of Yahoo! Sports. After reaching out to writers and bloggers in the outdoor survival and preparedness community, word about the book spread quickly.
While Tim’s book is perfect for the outdoorsman, his lessons translate to other walks of life, so we reached out to general interest and men’s media, too. Darling Magazine ran a piece on “How Your Bag Can Save Your Life.” The Good Men Project ran a contributed piece by Tim and invited him to host a twitter chat for National Preparedness Month. Baltimore’s Fox Morning News also interviewed Tim about his book and survival techniques.
Overall, our campaign was a resounding success. After the publicity we built around the release of the book, coverage continued to happen months after the campaign had ended and in December 2014 and January 2015, Prepared for Anything: 338 Essential Skills became a New York Times Bestseller – a dream come true for the author, publisher, and, of course, the publicists.