Nothing outsells good media coverage. Publicity gives you an edge over your competition. When the media does a story on your business, it’s an endorsement on steroids.
A brand’s reputation is built in two ways: What you tell people about it and what people experience once they try it. Publicity plays an important role in turning products into household names. Media Relations Agency uses media coverage to help move products through the introductory, growth and maturity stages of the product life cycle.
You should pursue publicity when you need to reach people to either teach them about a product or to remind them about a product. Unless you have a cash cow that generates plenty of exposure without much effort, publicity should always be an essential line item in your budget.
It’s rewarding to collaborate with clients who want to take full advantage of all of the media opportunities we can find for them. With our performance-based Pay Per Interview® pricing model, we guarantee results for your budget. That’s a real motivator for us to get you coverage.
To keep it simple, here are five of the primary benefits of publicity:
- It reaches the masses. Media stories enable you to deliver your message to tens or even hundreds of thousands of people. How much would you pay to tell your story to a stadium filled with 30,000 people? Media coverage is a bargain by comparison.
- It builds credibility. No, we can’t control the media. Nor do we want to. A huge part of the media’s influence on buyers is its independent third-party credibility. You can’t buy a media story. But Media Relations Agency’s team knows how to provide the right tools and the right follow-through to increase the odds of a successful interview.
- It helps people make purchase decisions. Publicity gives you room to tell a more complete story, boosting its effectiveness. But publicity is not a once-and-done promotional task. Ideally, people need to hear your message seven or eight times before they fully absorb it. And just as you probably don’t get all your news from the same source; neither do the people in your target audience.
- It provides strong support for your sales efforts. People actively tune out or block ads. But they pay attention to news stories. Earned media coverage is like a powerful magnet: It draws people into your sales funnel.
- It can be repurposed. After media stories initially air, they can be redistributed on websites and in social media to create long-lasting and positive digital footprints. These stories are easily found when people search for information.
There’s no more effective way to build your brand than having reporters tell your story through publicity. Most likely you are getting only a trickle of media stories. We can change that quickly. Call us at 952-697-5269 or use this form to schedule time on our calendars.
For more great marketing advice, check out The CEO’s Guide to Marketing!
