The PR Machine - The Lions on the Road: Cycling London to Cape Town - page 17

Chapter 3: The PR Machine
Multi-Media Support
Even though I had no previous experience in public relations, I still managed to get
quite a few partners onboard. At the oddest times, ideas would come to me regarding which
organization I should approach or what my next strategic move could be. I kept a pen and
notepad in my pocket (and beside my bed) at all times just in case an idea hit me.
The first PR idea hit me as I was getting ready for bed. I realized I had to start publi-
cizingthetoursomewhere.Asidefromtheobvious,thebaseitself,Icontactedmyemployer
(NAAFI) which had outlets throughout the United Kingdom. After my initial letter to head
office,theycalledmeimmediatelyandsentarepresentativetothebasetoseewhatIneeded.
I simply asked for help in promoting the tour. They were very supportive and published an
article in the following issue of the organization's newsletter. This proved quite helpful for
NAAFI's outlets across the UK did local fundraising for STC.
I then approached outside organizations to get greater publicity. An article appeared
in the Hostelling International News and Activities newsletter (Issue Number 406, March
1992) and in the OCD Cyclo-climbing Magazine (Issue Number 60, May 1992).
In regards to promoting the tour on the radio, I did pre-tour interviews at two sta-
tions: BBC Radio and Pirate FM (Cornwall). Both station's morning radio announcers were
brilliant and very supportive. They asked me to call in during the UK promotional tour.
Hence, every Friday morning I made collect calls to Pirate FM (Cornwall) to give live tour
updates and I did the same on BBC Radio every Saturday morning.
As part of the 'PR machine', I wrote a song called 'Learn to Love' and had it pro-
fessionallyrecordedwithMikePalozzi(SOCAN).Mysinglewassenttoover100radiosta-
tionsallovertheUK,AustraliaandtheUnitedStates.ItwassosurrealwhenIhearditbeing
played in England. The song's message was simple: we all have a responsibility to make
the world a better place, locally and globally. This song proved to be quite popular with one
school board north of Toronto which included it in its curriculum.
A Canadian Set Back
I returned to Canada in January 2002 for the birth of my nephew. While I was there,
I set up a meeting with STC Canada to discuss my plans for the tour. This meeting turned
out to be so disheartening. I was treated rather indifferently and they seemed quite blasé.