I recently got a call inquiring about potential publicity for a company trying to create demand for a product for Vermonters made and marketed by those quite far away from Vermont. I won't say any more on that, but I will give some very serious advice for others trying to possibly do the same.
Vermonters aren't interested. And for those that might be, reaching them through the Vermont media isn't even an option. If your product is for the Vermont market than create it not only with the Vermont market and expensive statistics in mind, but with actual Vermonters.
Use Vermont companies to create and launch it and have Vermonters involved in the process throughout - that will help give you legs in this marketplace once it's time to publicize. You can hire the most expensive NYC public relations bonehead and get nowhere. You can also hire the most heady Vermont public relations mama and still get nowhere. You can't trick Vermont media into believing in something that was created with no heart, belief, or real connection to some part of the Vermont community. The only way to market at that point is lots of paid placement and lots of time for it to sink in - getting involved in the community would also be wise.
Pic of the Week: Rachel Carter PR - the Office Porch at the Charlotte Farmhouse
Where I have business meetings.