Case Study:

Profits Aren't Everything, They're the Only Thing

Client: George Cloutier

In the spring of 2009, PTA was engaged by first-time author George Cloutier to promote his new book, Profits Aren’t Everything, They’re the Only Thing. A highly-regarded small business consultant and self-described “accidental author”, Cloutier had a power-ful message for small business owners - a message that would be widely heard thanks to a customized PR campaign crafted by PTA that drew on our exten-sive media capabilities in traditional areas like print, radio and television, as well as newer social media techniques.

The plan called for a mix of national media, business radio, online coverage, speaking engage-ments, and e-mail blasts to launch the book onto the bestseller lists. The response was impressive. The book was featured in major publications like the New York Times, Reuters, and the Boston Globe, as well as numerous business publications. Cloutier was featured on both Fox Business Channel and MSNBC, and his dynamic personality and voice were a perfect fit for radio, where he was interviewed over 40 times in major markets across the country.

PTA Interactive created a web site for the author featuring a blog along with a press room and video. The book received extensive coverage online with placements on over 20 web sites and blogs, includ-ing major sites such as reuters.com, cnbc.com, and crainsnewyork.com, and PTA secured a monthly column for Cloutier on entrepreneur.com.

The results? Riding a wave of critical acclaim and powerful publicity the book hit three major bestsel-ler lists including The New York Times, Wall Street Journal, and USA Today Money. It continues to sell steadily and will appear in paperback in fall 2010.