This article was originally published on reverb, Drake Cooper’s reflections on advertising, creativity, and trends. Read more.

Arnold Aviation story featured in the New York Times

Ray Arnold at the helm, flying over
the Middle Fork of the Salmon River

It’s always considered to be quite a coup for a public relations professional to place a story in The New York Times.

We started working on a story for Arnold Aviation in Cascade, Idaho, in early April when the U.S. Postal Service announced that it was going to terminate the air taxi’s $46,000 annual contract as of the end of June.

I sent out a news release about this unfortunate turn of events, and it launched a great deal of media coverage in Idaho and the Pacific Northwest in no time at all. I wrote the news release much like I would have written the story for the New York Times when I wrote for them on a regular basis as a freelancer in the 1990s, and it found plenty of traction.

The story in the Saturday issue of the New York Times was well-done. It includes a slide show of some beautiful pictures of the Frank Church-River of No Return Wilderness and the sea of mountains in Central Idaho.

Happily, this story had a good ending after many people complained, and Idaho’s congressional delegation put the pressure on the Postal Service to retain Arnold’s contract. Sometimes, the system works. – SS