It’s challenging to synopsize retirement planning advice into a few sound bites. This is where publicity has substantial advantages over advertising. As evidenced by this 11-minute interview that I arranged on the nationally syndicated Money Life Radio show, you can communicate a lot of key value points during a well-produced radio segment. For this retirement planning publicity, we made sure that the client’s spokesperson and the host were well prepared ahead of time. I would imagine that the show’s 700,000-plus listeners were easily drawn into the conversation because of the real-life and relatable examples that are discussed.
Internally, we refer to interviews such as this one as “long-form advertising”. It accomplishes many of the same goals as a paid ad with many important additions:
• An interview with an expert is more credible than a paid ad.
• There’s more space to tell a complete story.
• If you don’t reach the listener with one angle, there’s still time to approach the topic from a different angle.
When it comes to PR, Media Relations knows the importance of “space” and filling it with the media-grade content, whether you have two minutes or 20 minutes. We’re known for carefully crafting each story to maximize its impact on the audience.
If you’ve also got a product or service that can’t adequately be explained in a 15-second ad, let’s talk about the results you might see if we provided you with access to wider promotional channels using long-form advertising.
