Despite going to school for and working in broadcasting, Kyle McCurry found his niche in public relations. He credits several people and industries with helping him develop a full-fledged understanding of the press and ways to secure meaningful stories. He works to avoid pitching ego-feeding pieces, instead opting to insert his clients into journalistic endeavors that actually make a difference in the lives of everyday people.
He was introduced to public relations by Carol Ross – a noted music publicist who has represented the likes of Paul McCartney, KISS, Elton John and Virgin Atlantic Airlines. McCurry worked with Ross on many projects for legendary band Tommy James and the Shondells. At Ross’ direction, McCurry arranged interviews and secured press in advance of concerts and for album releases. James’ autobiography, “Me, the Mob, and the Music,” which was released by Scribner/Simon & Schuster, gave McCurry the opportunity to promote the book to national outlets. He secured interviews for James on radio shows like “Bob & Tom” and the “Mancow Morning Show.” He also launched and managed James’ official Facebook, YouTube and Twitter accounts.
Interestingly, higher education and public relations have long intersected at points throughout McCurry’s career. As another way to engage music lovers, promote the autobiography and give James an outlet to share his story with the next generation, partnerships with Tri-state area universities began to emerge. McCurry spearheaded two master classes at New York University and Rutgers University that put James in front of new audiences. He used the events as the foundation for a pitch to USA Today’s former education correspondent, Mary Beth Marklein, who featured James in a story about rock and roll professors.
While everything McCurry learned from Ross helped make him “an old-school publicist” with modern sensibilities, one piece of advice still guides every pitch. In short, if the story is truly newsworthy, there is always an angle that will work. Just because James was a musician, that did not mean the only reporters interested in him were music journalists.
The time spent writing pitch letters, press releases and backgrounders proved invaluable for McCurry’s future. While working with Ross and earning his master’s degree, he signed a new client — Asheville-based female trio Underhill Rose. From an initial business plan and band biographies to website content and show releases, he built an image-changing publicity strategy. As a result, the band expanded its touring footprint, saw unprecedented press coverage throughout the world and received robust radio play.
McCurry eventually joined The Porter Agency, bringing Underhill Rose with him and maintaining his work with James. As public relations director, he was responsible for health care, education and small business clients. He primarily worked with Catawba Valley Medical Center, heading up internal and external communications for the 1,700-employee hospital. McCurry wrote and edited six different newsletters at varying frequencies. He also penned research-based medical features, employee profiles, patient testimonials and news releases. In addition to the role’s major writing component, McCurry generated consistent coverage in the greater Charlotte, North Carolina, region.