For Better or For Work
Meg Cadoux Hirshberg
An Inc. Original, March 2012

Former Inc. columnist and wife of the Stonyfield Yogurt founder, Meg Cadoux Hirshberg offers a candid account of what life in a startup looks like from the inside and the impact it has on entrepreneurs and their families.

Media Highlights

WSJForbes_logo.svgThe New York TimesFinancial TimesMarketplace-American-Public-Media-APM-Logo-Design-Identity-LittleGlobe-and-Mail-Logokirkus_500x95PublishersWeeklyForbes_logo.svgsouthwest_airlines_logo_detail

The Challenge

At the time of publication, Hirshberg was an established columnist with Inc. magazine. She had great exposure through her column but wanted to share the lessons delineated in the book with an even larger audience.

Given Hirshberg’s regular column, we were challenged to focus our efforts on securing reviews, interviews, and feature coverage, with minimal focus on byline opportunities with competing business publications.

What Made This Campaign A Success

We carefully leveraged Hirshberg’s platform with Inc. and her first-hand experience at Stonyfield Farms, positioning her as the go-to expert on the family-side of running a business.

We also worked closely with Hirshberg to develop a short list of the most compelling lessons from the book, which we then offered as talking points and feature article topic suggestions. The result was an interview with Marketplace, coverage in The Wall Street Journal, and several other nice features.

I hired Cave Henricks Communications to promote my book, For Better or For Work, and I am convinced that I could not have been in better hands. The attention they gave me and my book was remarkable—as were the results! I would hire them again in a heartbeat.

Meg Cadoux Hirshberg, author of For Better or For Work