A Christian PR Case Study: Welby O’Brien, Author


Books by Welby O'Brien
author Welby O'Brien

 

Our latest Christian PR Case Study is about Welby O’Brien.  She’s been called “real, authentic, and gutsy”, and her writing has helped countless people undergoing challenging life circumstances, especially in dealing with grief. Welby O’Brien is a gifted writer, who is passionate about encouraging her audience with extremely practical advice, whether she’s writing, speaking at conferences, or helping people one-on-one.

 

She has penned three books to date and has contributed to other encouraging books for Christian women dealing with grief and the recovery process through the loss of a loved one, through divorce, and going through the PTSD experience.   One of her most important accomplishments so far has been initiating and facilitating the national PTSD support network called Love Our Vets. The organization is for military families who are enduring the effects of PTSD and gives ample peer groups and support for anyone who may need it.

 

We met Welby through our relationship with Deep River Books. We conduct quarterly Christian book marketing training for the Deep River authors and meet one-on-one to help them market their own books.  With some authors, like Welby, we are engaged by the author to develop a more targeted campaign.

 

FrontGate PR, a division of the FrontGate Media Christian marketing agency, was hired to create and implement a public relations strategy to secure news coverage, pitch and schedule interviews, generate content placement and op-ed pieces, and expand the audience and book sales for Welby’s three books and ministry. The target audiences were families of veterans, women who are undergoing divorce, and anyone dealing with the death of a loved one.

 

In addition to interviews and securing Welby’s work to published in a wide body of online & magazine outlets, we were also able to expand her connections beyond PR, increasing her audience by sending targeted email campaigns for lead generation to collect email addresses, and promoting the books through social media and word of mouth. Our multi-faceted approach helped maximize the reach to the right people Welby wants to reach.

 

Key highlights from the PR campaign:

 

Contributed Content:

  • Inspiration.org – Now a regular contributor for – 4.4M UVM (Unique Visitors Per Month)
  • Charisma Magazine – 4 separate articles – 180K UVM
  • CBN.com – 3.8M UVM
  • Liberty Healthshare – Welby was a featured blogger for their massive Healthshare subscriber base
  • YouVersion Bible App: Secured two different devotionals by Welby published on the subjects of grief and loss. The App has 432M users.

 

Key Radio Interviews:

  • Angel FM – Kansas City Metro
  • Brite FM – Baltimore and DC Market
  • CMHL – Ottawa Ontario
  • CHRI – Ottawa
  • CHVN -Winnipeg
  • The Cure Radio – Miami market for Salem Talk Radio, also syndicated on the Truth Network and heard on Sirius XM
  • The Dove – TV show available on nearly every TV in Oregon, radio feed available to listeners in Northern California, Southern Washington and the entire state of Oregon
  • Faith Radio Network MN – Network of 17 stations in the Midwest and New England
  • Life Lessons with Rick Tocquigny
  • Life Today Live – Live afternoon streaming show through Life Outreach International
  • Luke and Susie Show – Largest syndicated faith-based radio show in Australia
  • Sunny Radio – Syndicated John and Heidi Show head in 25+ major markets
  • ….and dozens of radio interviews reaching smaller markets.

 

A sampling of other interviews or content secured:

BTSCelebs
Christian Coffee Talk for Women
Christian Media Spotlight 
The Cure Radio Show
Evangelical Christian Publishers Association
Life Today LIVE
And more!

 

Beyond PR…
Because of our unique structure serving as “Your Gateway to the Christian Audience”, FrontGate’s unique one-stop marketing shop approach allows us to offer unique and value-added marketing tactics to our PR clients if they are interested in a more comprehensive marketing campaign.  As we mentioned above, we secured TWO featured devotionals in YouVersion’s The Bible App, the largest Bible App in the world with 432 Million users.  In addition, we engaged two more tactics…
  • iTickets’ Book of the Week – twice.
    Welby’s books were also the Featured Book of the Week twice at iTickets.com.  Each time, the book was featured on the site and in 120,000 emails (60,000 for each book) to promote her free sample chapter downloads.  This Featured Christian Book advertisement is inexpensive and has a big reach.  The first campaign performed so well that Welby asked to do it again for another book. Instead of the standard Book Cover and Chapter One that many sample chapter services deliver, we designed a Premium Sample Experience for Christian readers that featured much more content and ended with an advertisement and call to action so readers could easily follow up for more.  See the sample chapter.

 

  • Women’s Blogger Network
    Welby’s books were pitched to FrontGate’s Christian Women’s Blogger Network. Bloggers were given the opportunity to pick from all 3 books to write a review and then post it out to their social and/or newsletter audiences along with a giveaway opportunity.  The resulting reviews added to the overall reach while providing great SEO value through backlinking and of course created a social buzz through multiple posts like the following…
FrontGate's Christian Women's Blogger Network sample post 1
FrontGate's Christian Women's Blogger Network sample post 2