We’d never heard of the Pine Brothers “softish” throat lozenge company before today, but they definitely have some…unconventional promo ideas.

Companies usually contact PR firms before designing a strategy, but Pine Brothers’ CEO Victoria Knight-McDowell (best known for creating the popular Airborne “immune support supplements”) decided to completely skip the usual way of doing things… by turning the whole deal into a contest.

The “PR Bounty” stunt works like this: any individual (professional or otherwise) who manages to place a feature story on Pine Brothers in one of its CEO’s preferred publications will get paid—after the story runs. It’s not just print media, either: anyone savvy enough to score a full segment on Anderson, Dr. Phil or The View or other talk shows will earn a cool $25,000!

This isn’t the first unusual stunt from Pine Brothers, by the way: they recently offered free lozenges to professional opera singers. We were curious to learn more about their latest plan, so we communicated via email with Rider McDowell,  company chairman and husband of Victoria.

Keep reading–it’s worth it:

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