Is product publicity important during a pandemic?

With the coronavirus still dominating media coverage, we are frequently asked if product publicity is important during a pandemic. The answer is absolutely yes! While Media Relations Agency has a few clients whose businesses are on hiatus for the foreseeable future, most need media coverage exposure now more than ever. writer Vishnu Verma asked Media Relations Agency CEO Lonny Kocina to elaborate on this subject. Lonny observed that personal selling has taken the biggest hit during these last 4-5 months. “You are not sending teams to expos and events. You cannot even sample consumers in grocery stores. What you lose in personal selling marketing power, you will have to make up in marketing power using other promotional mix channels,” he said. 

He advised, “Beefing up publicity efforts is a quick way to replace some of the face-to-face contact that will be lost with the lack of personal selling. That’s one place you can still reach the big groups. Publicity as a sales tool is underutilized by most companies and it is relatively easy to ramp up. Putting your best salespeople in front of reporters and producers who have big audiences is always a win.

“Plus, unlike expos and trade shows, your competition is not right there beside you. I see a lot of trade show money shifting towards publicity and media coverage.”

Media Relations Agency makes product publicity work even harder for our clients because we follow the six-step Strategically Aimed Marketing (SAM 6®) process outlined in Lonny’s best-selling, award-winning book, “The CEO’s Guide to Marketing.” SAM 6 is based on the processes that evolved over our 30+ years in business. It keeps our clients’ marketing on point and contributes to the achievement of campaign goals. 

We also pioneered the Pay Per Interview Publicity® pricing model, which guarantees media placements for your promotional budget. With everything else going on this year, knowing how your marketing budget will be spent, and having the peace of mind that it will be on point, may help relieve some of your stress. 

2020 is not the year to risk your marketing budget on unproven tactics. Media Relations Agency works with budgets of all sizes. Let’s talk about making the remainder of this year a win for your business. Call us at 952-697-5269 or use this form.

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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