AuthorHeather Champine

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No media coverage in the works for your product this month? Now that’s a scary thought!

Halloween is almost here, and I hope that the seasonal “cobwebs” don’t also describe your marketing program. If you’re using tired, worn-out tactics, you could inadvertently be scaring away customers. Right now, we’re advising our clients to start dressing things up. Doing something fresh and new will grab customers’ attention, and reassure them that spending their hard-earned money on your product is still a treat. So let’s run through some of our ideas for brewing up success. I promise,
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Are you getting the marketing response you deserve? Probably!

So your press release did not grab the attention of the media.  You only got two responses to your blog post; your tweet didn’t get any retweets; your Facebook post received only a couple likes; and your website attracts lots of traffic but no one places an order. What are you doing wrong? This is so frustrating! Don’t beat yourself up!  With more than 25 years of learning from our successes and yes our own rejections, we have refined our process of creating media–grade content! Learning
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Should you pay for a celebrity endorsement for your publicity campaign?

Is hiring a celebrity a smart marketing tactic? Be careful: Celebrity endorsements can backfire for several reasons. We’ve worked with professional athletes, TV stars and other A-list celebrities. We’ve found that even though clients are excited about a celebrity doesn’t mean that the media shares their enthusiasm. The reason why media stories are so good at building brands is that reporters and producers are sticklers for credibility. They have to serve – and answer to – their audiences.
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How can social media be used to increase product publicity?

One of social media’s greatest marketing strengths is that it gives businesses a way to interact with key influencers: people who have large followings and who are excited about educating their audiences about favorite products and services. When you get a really good conversation going with key influencers, you can not only inform large groups of people about your product but you can also get (and publicize) their immediate feedback. Recently Communications Specialist Jen Hanson, one of our top

2014 marketing budget trick, tip and secret

Are you working on your 2014 marketing budget? Do you have remaining budget for 2013? If you answered yes to either question, keep reading. Trick: If you need to spend money from this year’s budget so that you can get the same or bigger budget next year, send it to us and we can kick off 2014 with a dynamic publicity campaign. Tip: The media works months out on their editorial calendars. We’re already booking stories that will run well into next year. So it’s best to start sooner rather than
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Google away!

When was the last time you used Google to search for an advertisement? Umm … probably NEVER! It just seems odd to even thinking of using a search engine to find an advertisement, doesn’t it? Heck who needs to try to find an ad, when advertisers know we are resistant so they amp up their efforts to bombard us? Please help us make the ads stop! They pop up on our computers, interrupt our favorite shows … enough already! Okay, I admit, I don’t mind the bathroom stall-door advertisements. At

While you were waiting, your door’s been wide open to your competitors

Publicity opens doors to fantastic sales opportunities. I talk with people every day who are trying to figure out how to fit publicity into their marketing mix. While they are trying to decide, our company has three to four media placements on behalf of our clients happening every day in the U.S. and Canada. Our clients who have already said “yes” to publicity, know publicity’s power to communicate their sales messages to the masses. Publicity has become such an essential part of their marketing

What do the Wall Street Journal and a house have in common?

Years ago after we arranged for a client’s story to run in the Wall Street Journal, we called the publication to ask what the equivalent amount of ad space would cost. The shocking price was around $180,000. I remember thinking, “That’s the cost of a house!” Our fee for arranging that article was less than $10,000, which is still at the top of our Pay Per Interview pricing menu. To accurately compare the value of PR versus ads, you also need to factor in the intangibles. When you run a paid
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Will your company be mentioned in Woman’s World?

Here’s how you can get your company and/or product mentioned in the media. Our publicists are currently working with reporters and producers on the story angles that the media does every year. If you want your product to be included in our co-producing dialogs with news producers, we need to know soon! If you could listen in on our phone conversations, you’d hear publicists co-producing news stories with writers and producers all over the US and Canada on the following: • Father’s Day gift

Was your company’s story in USA Today this month?

Would you like to see your company’s or product’s story in the news? Our publicists are currently working with reporters and producers on the story angles that the media does every year. If you want your product to be included in our co-producing dialogs with news producers, we need to know soon! If you could listen in on our phone conversations, you’d hear publicists co-producing news stories with writers and producers all over the US and Canada on the following: • Mother’s Day gift
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