How to get media coverage

Some people still believe paying an hourly retainer to a PR agency is the best way to get earned media coverage. That only works if agencies can get reporters and producers to agree that the story is worth sharing with their audiences. Not every agency knows how to do that. So, how is it that Media Relations Agency can guarantee earned media coverage?  

Imagine if Uber Eats arrived empty handed 

Our founder and CEO Lonny Kocina is fond of saying: “Imagine how tiny the pizza industry would be if you priced pizza by the hour with no guarantee of delivery. If you pay for pizza, you should get pizza. If you pay for media coverage, you should get media coverage.” 

That’s why he pioneered our Pay Per Interview® model more than 30 years ago. Clients come to us because they are tired of paying hourly retainers and getting little tangible return. To accomplish what our competition considered impossible, we had to quickly figure out how to make good on our promise of guaranteed media coverage. 

That’s how our Strategically Aimed Marketing (SAM 6®) system evolved. We created a system that is scalable, can be applied to virtually any product or industry, and is based on solid marketing concepts and principles. SAM 6 is so effective that it is also the subject of an accredited marketing class. 

Fill your media toolbox 

Once your strategy is in place, and the messaging in your marketing materials – including your website and other owned channels – are on point, it’s time to start contacting reporters. Plan to nurture good relationships with the media and learn how to anticipate their needs so you can become a trusted resource. 

Especially when your product is not yet well known, getting media coverage may be challenging. Set aside plenty of time. You’ll need perseverance, a willingness to network and a strong understanding of how to tailor your content and approach as the marketing environment changes. 

Media Relations Agency has helped make products famous for more than 30 years. We have the skills and experience to do more than guide you through this process. Our certified SAM 6 marketing pros can do much of the work on your behalf, including arranging earned media coverage, giving you time to focus on your primary responsibilities.

There’s a wonderful explainer video on the homepage of our website describing how products such as yours can climb the ladder of fame. If you’re curious about how much media coverage we may be able to arrange for your product or business, use this form or call us to schedule time on our calendars.  

Written by Heather Champine

Heather is a multi-faceted leader. She’s part marketing strategist, part consumer psychologist and part motivational cheerleader. “I love understanding what drives people to take action, especially when it involves getting the media to run stories about our clients,” she says. With more than 20 years of experience, she has the keen understanding and insight to know how to run an integrated campaign and what it takes for our clients’ stories to become the news. She enjoys leading campaigns for complex industries such as medical devices and technologies, as well as fun industries such as hair salons. She thrives on pursuing creative ways to educate consumers about clients’ products, and ultimately inspiring them to buy. “I appreciate becoming a part of each client’s marketing team. I cherish the long-lasting relationships, and successful marketing programs we have created together.” Heather also finds joy in her daily collaborations as part of our creative team. “I am grateful to work with publicists, writers, designers and other marketing experts, all enjoying what they do because they are using their God-given strengths. Our publicists have great instincts because they all have media backgrounds. When things get hectic, it’s often Heather who cracks the first joke. “We encourage people to be a little goofy and unique. Some of the best ideas and solutions emerge because we know how to have fun,” she grins. “I may say something like, “Remember this is PR not the ER. Now, lighten up and go book a great story idea with the media!”

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