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How to make your product a celebrity in the news

by | Jun 25, 2012 | Advice & Tips

Two recent incidents speak volumes about the selling power of publicity. Words With Friends gained in popularity when Alec Baldwin was ushered from his flight after refusing to stop playing. And Etch A Sketch sales soared 1,500 percent on Amazon after the toy was used as a metaphor by Mitt Romney’s opponents.

Would your sales rise exponentially if it was your product in the news? Uh …yeah.

Fortunately, you don’t need the coincidence of a celebrity gaffe or political metaphor to bask in the lucrative media spotlight. You can build the celebrity status of your product just as deliberately as Colonel Parker promoted Elvis. But it’s not easy.

Face it, reporters and producers aren’t sitting around short of stories hoping you will favor them with a press release. And it doesn’t matter what your product does; unless it cures cancer, it’s not the top news story of the day.

What your product needs is experienced, top-notch publicists who scrap for ink and airtime like their lives depend on it. That’s us. We’re like the Creative Artists Agency of products. We have been making celebrities out of consumer goods for more than 20 years, and our client list includes famous brands such as Breathe Right nasal strips, Baldwin Pianos, 1-800 CONTACTS, Great Clips and many others.

Our clients don’t wait patiently for the press to show up at their doors, and neither should you. They hire us to proactively arrange media coverage that features their product.

An important reason companies select us to represent them as their publicist is we charge per story we place rather than billing hourly. Clients love our trademarked Pay Per Interview Publicity® business model because they pay only for the media placements they receive. That’s accountability you seldom find in the PR industry. But the real power of Pay Per Interview Publicity lays hidden deep within our company culture. It can be summed up like this: You’d be surprised at how good you can get at uncovering opportunities for media coverage when your income depends on it.

Yes, charging per interview means we sometimes do a lot of work without getting paid, but we don’t care. We like having a little skin in the game. It toughens us up, makes us smarter, and gives us an almost unfair advantage over PR firms that make money by racking up hours.

Our team of full-time professional publicists (most of whom are former editors and producers) are the best in the business. They have inside knowledge of how both the traditional and new media work, and they produce media coverage by the ton.

Can we make a celebrity out of your company, product or service? Yep, we do it all the time. Call me at 952-697-5269. I head up all the publicists here at Media Relations, and I’ll give you a quick assessment of how receptive I think the media will be to your “story”.

 

Written by Heather Champine

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 25 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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