Product publicity is an endorsement on steroids

Product endorsements work because you trust in what someone else says about a product. You trust a friend because you know they won’t lie. You trust a celebrity because you believe them to be honest. And you trust the media because reporters and producers research the facts.

Journalists are also trusted because they are viewed as objective observers. So if they do a story about a product, the audience perceives it as something special. When a reporter or producer does a story about your product, we call it publicity.

Two things make publicity an endorsement on steroids:

  1. Media audiences are massive. Publicity is mass marketing because of the volume of people viewing media on any given day.
  2. 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.

Integrated marketing is all about integrating content. What better content foundation than to have a trusted source saying nice things about your product? There is also value in having your story told by the media because it’s easy to share it online.

Most companies don’t get much media coverage. Most can count on one hand the number of media stories done about their company and products in the last year. We can change that. We can help you harness the media’s selling power and create publicity for you. It’s time to take media coverage seriously and make it a part of your promotional mix.

Nobody arranges better media coverage than our publicists.
We don’t rely on press releases and wire services. Those channels are fine for companies and products that easily become the top news stories of the day. But most companies and products aren’t in that category. You need a champion to fight their way to the top of the pile. Our team personally makes hundreds of calls every day to reporters and producers using our internal database we’ve built over the last 29 years. It’s not easy, but after nearly three decades, we’ve gotten really good at what we do.

Our team’s tenacity comes from our pricing model. We charge per story we arrange instead of charging per hour or by retainer. It makes us fight harder to get the story. We push ourselves to become the champions who will fight for your product’s place in the news.

Contact us to tap into a team of talented publicists and our network of contacts. Call us at 952-697-5269 and we’ll explain our nationally trademarked Pay Per Interview Publicity® pricing structure. We can also give you an insightful assessment on how “media­genic” your product is and tell you what we can do to improve your chances of getting maximum media coverage. One quick call could set in motion an endorsement on steroids for your product.

Written by Lonny Kocina

Lonny pioneered the concept of our nationally trademarked Pay Per Interview Publicity® business model which allows clients to purchase publicity by the story rather than pay hourly with no guarantee of coverage. His business foresight is evident in many ways including quickly reserving portal web addresses such as publicity, media relations, and checkerboard, and advising clients to do the same. In his spare time and as a way of giving back, Lonny teaches marketing as an adjunct faculty member at Dakota Technical College.

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