AuthorKrista Wignall

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Hidden cash? National article teaches seniors where to find money.

One of the hottest financial topics today is life settlements, and we’re making sure that our client is included in as many of the media’s discussions as possible. A good example is this national article that appeared on Bankrate.com, which taught three million readers that their life insurance may be a hidden source of cash during their retirement years. The article got further exposure after being picked up by several other websites. Three notable ones were Yahoo Finance, which has millions
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Client’s flu product gets timely Wisconsin TV publicity

Our jobs as marketing strategy experts involves weaving our clients’ stories into the media’s topical conversations. We began arranging this Wisconsin TV publicity for our client long before cold and flu season started. The media covers this topic each year. We always want to be the first ones to contact producers with a fresh story angle. That increases the odds that our clients will be the ones mentioned in their annual coverage. This year, we added a second ‘hook’ related to holiday eating. More
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Toronto newspaper interview simplifies reasons to buy client’s product

One of the best ways to promote a product is to show the media and their audiences how it fits into a typical lifestyle. A good example is this Toronto Sun feature article in which a health expert describes 10 healing foods. She includes one of our client’s products and elaborates on how it can support brain, skin and heart health. She even includes instructions for using this product as a dry-hair remedy. People like lists such as these. They are easy to read, fun to review and simplify their
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Twin Cities print publicity targets healthy choosers

Our client’s joint health product was showcased beautifully in this Natural Solutions magazine feature article. We worked closely with the physician/triathlete who wrote this piece, providing her with all of the background information that she needed. This type of media placement comes naturally to us. We have a robust health and natural products division. Everyone on our team is well-versed in this area. Our conversations with the media are on a higher level, because we truly understand what we’re
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Our San Diego TV publicity had a creative focus

How can you draw attention to one specific dietary supplement when this billion-dollar industry already gets so much media coverage? We did it by side-stepping the ordinary – the stories being repeated everywhere – and instead asking the expert guest to discuss his favorite supplements of which most people are not yet aware. This “what’s trending” angle gave him the right platform for describing the features, benefits and research supporting our client’s relatively new brand. As you
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Arranging publicity for a sometimes uncomfortable subject

Media Relations has had a lot of success booking media appearances for a client who routinely talks with clients about such things as dwindling retirement savings and funding their nursing home or long-term care needs. No one wants to contemplate running out of money during their retirement. Bring life insurance into the equation, and the subject gets even tougher. The media wants to keep their audiences engaged, so we have gotten creative. Our client’s service is actually a white knight in this
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Has your product been featured on SiriusXM Radio yet?

SiriusXM radio has more than 26.3 million subscribers nationwide. From channels that feature nonstop business topics to news and music, SiriusXM is a marketing phenomenon. Our clients appreciate media interviews on SiriusXM because they tend to be longer, giving more time to explain their messaging. We call upon our contacts at SiriusXM’s Doctor Radio whenever we have an exciting health-related story to tell. Powered by the New York University Langone Medical Center, the Doctor Radio channel features
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Differences between media coverage and an infomercial

When you are trying to market a product, you may be tempted to simply buy air time on a TV station, as a shortcut to reach your target market. Pitching the media takes a lot of time and effort! Here are three reasons why we believe that earned media coverage, such as this segment on Charlotte, NC’s WCNC, will ultimately be more effective. • The media (in this case, the program’s producers) have vetted the content ahead of time. This confirms that it is relevant and interesting to their audience.
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New public relations client thrilled with this Phoenix TV coverage

We brought the all-important mom’s perspective to this Phoenix TV placement for a children’s health product. Of course it also helped that – in addition to being a mom – the expert being interviewed is also a healthcare professional who did a great job of positioning our client’s product for the parents who were watching the segment. This media placement was for a relatively new client, who was delighted with the results. When we approach TV producers with a story idea, our goal is to
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Client’s in-depth national radio interview is an ideal placement

When your product or service is complicated to explain, sharing your story on specialized media outlets gives you more time for in-depth discussions than a 30-second ad. You can discuss details as opposed to glossing over key points. This type of publicity helps our clients reach and teach their preferred audiences. Sirius XM’s Business Radio, a national program, draws precisely the type of listeners that one of our clients wants to reach. I spoke with the producers, and explained how their listeners
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