On this episode of The Press Playbook, Kendall Aldridge sat down with Torri Jackson, Senior Account Executive at BAM, to talk about how she helped Epicore Biosystems land coverage in CNN by tying the company's hydration technology to one of the biggest sporting events in the world, the World Cup.
The placement combined timely news, expert sources, and quick execution to create a story that went far beyond the product itself.
Below are the key moments and takeaways from the episode, or listen where you please:
Episode Overview
Guest: Torri Jackson, Senior Account Executive at BAM
Client Featured: Epicore Biosystems
Key Placement: CNN
Episode Focus: Timely pitching, expert spokespeople, and responding quickly to media
Key Moments & Takeaways
⏱️ 00:00–02:00 — Meet Torri and Epicore
Torri introduces Epicore Biosystems and explains how its wearable sweat sensors help athletes monitor hydration and electrolyte levels in real time. The technology was being used with Brazil's national soccer team ahead of the World Cup.
⏱️ 02:00–04:00 — Finding the Story
With the World Cup underway and heat waves making headlines across the U.S., the team realized there was an opportunity to connect Epicore's technology to a much broader conversation around athlete performance and hydration.
⏱️ 04:00–06:15 — Building the Pitch
The pitch focused on an exclusive look at how Brazil prepared for the World Cup using hydration technology.
The team also offered two spokespeople:
- Epicore's CEO for the technology perspective
- Dr. Douglas Casa for the sports science and heat illness perspective
⏱️ 06:15–08:15 — Landing CNN
About one to two weeks after pitching, CNN reached out with follow-up questions.
The team immediately coordinated responses, arranged interviews, supplied photos, and turned everything around quickly, helping secure the final placement.
⏱️ 08:15–10:00 — Advice for Founders
Torri's biggest takeaway is simple:
Speed matters.
When reporters reach out, quick responses can make the difference between being included or being passed over.
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