The past two months with Peter Breslow PR & Consulting has been a total whirlwind, and I’ve stayed unbelievably busy learning and growing with the company. It’s impossible to detail all of the work we’ve had during the past several months, but one of our newest clients definitely stands out as a remarkable case study. Michael’s Way is a charity which pays the non-medical bills of families who have children fighting cancer, and toward the end of summer they approached us to help them conceive and execute a public relations campaign.
Since its inception in 2002, Michael’s Way has quietly given more than $6 million to families thanks to founder Chris McElwee’s dedication to helping families in the Delaware Valley. On October 1st, NASCAR announced that McElwee had been nominated for the Betty Jane France Humanitarian Award, which comes with a $100,000 grand prize to the charity that receives the most votes over 2 months. Realizing that Michael’s Way needed to gain national attention quickly to have a chance to win, McElwee enlisted us to help get the word out. It has been an honor to work with McElwee and Michael’s Way, and through several events like the charity’s annual golf tournament, I met some of the incredible families and brave children battling cancer that have been helped by the non-profit. It’s truly been an inspiration to work harder and harder to help them win this prestigious award.
McElwee also serves as the Vice Chairman of the Snider Hockey Foundation Board of Directors, and was able to enlist multiple Philadelphia Flyers like Claude Giroux, Matt Read, Zac Rinaldo and Michael Del Zotto to encourage others to vote for Michael’s Way through videos we produced with them. Being a lifelong Pittsburgh resident and Penguins fan at heart, I never could have imagined walking through the halls of the Wells Fargo Center and meeting so many people in the Flyers organization, but I can honestly say it was a wonderful experience to see so many players and front office personnel go out of their way to help a charity that helps so many people in need.
As for other clients, it’s been a very busy summer and fall for Girard Bruncherie & Brasserie as they get closer and closer to the restaurant’s opening day. The restaurant has garnered a ton of local and national press for their no-tip model, with the Girard being referenced in a joke on the infamous Weekend Update segment of Saturday Night Live on October 11th.
Girard has also partnered with Elixr Coffee Roasters to create the “perfect cup of coffee” for the restaurant. Offering only coffee, espresso or espresso with milk, Girard will create a coffee program as unique as their business model. Peter Breslow and I enlisted documentarian Nick Centore to create a short video detailing Girard and Elixr’s partnership. Nick and I have been friends since college and actually produced a short documentary together while living together in South Africa. We both have strong personalities and challenged each other while working together, but I think the process pushed us to create an outstanding final product. Girard plans to open in early November and I cannot wait to experience the cuisine that owners Brian Oliveira and Cristian Mora have been working so hard to develop.
Perhaps the most exciting part of work this week has been preparing for a James Beard House Foundation Tribute to George Perrier, which will take place November 11th at Paris Bistro in Chestnut Hill. Paris Bistro’s Chef Al Paris has organized all- star chefs Robert Bennett (Classic Cake), Chip Roman (Blackfish, The Treemont, Mica, ELA, Tradestone Café), Pierre Calmels (Le Chéri, Bibou), Kevin Sbraga (Sbraga, The Fat Ham, Juniper Commons), and Nicolas Elmi (Laurel) to create the top culinary collaboration of the year in Philadelphia. Dedicated to Le Bec-Fin’s owner and chef Georges Perrier, these chefs and former employees of Perrier will create a six-course experience to a very lucky 75 guests who all paid $300 each at Paris Bistro.
To prepare for the event, I drove to each of the chefs’ restaurants and took their photo with a sign detailing why they love Chef Perrier. All of the chefs were incredibly friendly and easy to work with, and I especially appreciated that they all took the time to meet with a “kid” with a camera, despite their unbelievably busy schedules and revered pedigrees. Chef Robert Bennett even gave me a huge, delectable dessert sampler featuring cakes, pies and confections, which I promptly devoured in less than 48 hours. I’m excited that I get to document the event with Nick Centore. And as soon as we have a finished product, I’ll post the video to accompany this piece.
In all, life has continued to speed up as I grow more comfortable with my role within Peter Breslow PR & Consulting. I still think back to the decision I had to make between working with Breslow and moving to Pittsburgh to take an in-house PR position with a logistics company. I’m more and more thankful everyday that I decided to stay in Philly. I can’t wait to see what’s coming around the corner next as my PR journey in Philly continues.