null

Product publicity is an endorsement on steroids

by | Jul 19, 2016 | Advice & Tips

endorsement

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

Written by Lonny Kocina

Lonny Kocina is the CEO and Founder of Media Relations Agency which has been in business for nearly 35 years. During that time, Kocina also founded and sold two other businesses: Mid America Events and Expos, and Checkerboard Internet Services. Prior to that, Lonny worked as a marketing director for Investment Rarities Inc., a company with sales over 4 billion dollars. Kocina has also been a long time member of Vistage International which is a CEO peer mentoring organization. He was also a volunteer marketing mentor for Junior Achievement and the Carlson School of Business. For fun he has taught Principles of Marketing at the college level, and his recent book, the “CEO’s Guide to Marketing” is an Axiom Business Book silver medal winner as well as an Amazon bestseller. Lonny likes to kid that his third grade teacher may have summed him up best with a note sent home on his report card. “Lonny is a daydreamer and he’s getting worse each day. He complains of a stomach ache a lot and I don’t think he likes school much either.”

Search

What We Do

  • Publicity

  • Website

  • Advertising

  • Social Media

  • Creative

Contact Us

If you want your product to become famous.
952-697-5269

Recent Posts

Happy Easter!

Happy Easter! May God bless you and yours during this celebration of life and new beginnings.

Marketing vs. landscaping

It’s spring! Nature is waking up and looking beautiful. For every marketer, spring is a good time to update and refresh your digital presence. Curb appeal matters whether it’s your home or your digital properties. Marketing is a lot like landscaping After a long...

Why does generational marketing matter?

There are now five distinct generations of consumers, each with unique buying motivations. Taking the time to understand these generational differences will help strengthen your connections with your markets, gain their trust and keep your product top of mind. Why...

Categories

Pin It on Pinterest