AuthorKrista Wignall

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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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Do you want your brand featured in Woman’s World?

How do get your brand featured in Woman’s World and other influential women’s publications? You first must have a mindset focused less on self-promotion and more on helping others look good at their jobs. Simply put: You’ve got to think like a journalist. In my case, I call on my experience as a former TV producer. In addition to the obvious – would your product appeal to this magazine’s readers – we ask ourselves several questions at the start of any project. How are we making the reporter’s
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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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Do you dream about your story reaching 1.75 million people? We’ll make it happen

We capitalized on American Heart Month to arrange a lot of media coverage. Our team is very good at using hot topics and trends to garner the right publicity for our clients’ stories. Here is just one example of the stories we worked on for American Heart Month. Heart health information can be complex. To get consumers to tune into what you’re saying, you need to catch them at the right time. The media’s attention to American Heart Month somehow makes the details seem less overwhelming. When
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Our understanding of media outlets’ audiences helps secure publicity

Imagine your story being shared on a media outlet with millions of subscribers. Media Relations has a passion for making this caliber of publicity a reality for our clients. When I learned that one of our client’s products may help 60 percent of the population by countering insomnia, I wanted to share their story. I knew that if I approached the Livestrong editors from a scientific angle, they would want to hear more. About 3.6 million people surf that site, seeking ways to improve their health
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