These storytellers will explain your product better than you can

It may seem tempting to complain about the media, but journalists can communicate your product’s value with clarity and credibility. Over nearly three decades, our publicists have set up tens of thousands of stories with reporters and producers. Several times a day, at outlets throughout the U.S. and Canada, these media professionals are doing a wonderful job crafting stories that explain our clients’ products to target audiences. The media know how to tell a good story. They may be able to explain your product better than you can.

Reporters and producers are gifted communicators and storytellers. Journalists have a knack for understanding the nuances and complexities of products; they understand how their audience will benefit from hearing about them.

The media are also effective filters of business information. Because reporters have no vested interest in buttering up the CEO or anyone else, they get to the brass tacks of what people need. And isn’t that really what drives the sale: the need?

A reporter’s perspective is more in line with an average customer’s view of products than the people who dream them up and make them. The best product stories are told when the audience perceives them as truthful and unbiased. That’s where the real magic of the media’s branding and selling power takes place.

It’s always better to have someone else say good things about you than brag about yourself. Persuading journalists to do stories about your product is like getting endorsements on steroids. Reporters who choose to tell your product’s story over all the other stories they could do that day usually have a keen personal interest. They may not come right out and say it, but it’s implied that they like your product and think it is important that their audience learns about it.

It’s hard to think of a more cost-effective way to market to the masses than having reporters talk about your product in their own words. Many of our clients have been with us for more than ten years. Week after week, month after month, year after year, journalists across the country tout their products to the public. One nice story is great but imagine the impact of hundreds and hundreds over years and years. Sadly, publicity is often the most underused channel in the promotional mix. Not for our clients though. Just sad for their competitors.

Call us at 952-697-5269 or complete our contact form. Let’s get journalists doing stories about your product. We’re going to be on the phone with the media anyway. The only question is if you want our publicists to be mentioning your product.

Written by Lonny Kocina

Lonny is a visionary who is passionate about marketing. He believes that to be a truly great agency, our professional advice and deliverables must be based on a solid marketing foundation. He has made it his mission to ensure that everyone on our team knows and understands the basic marketing concepts and the SAM 6 process. Lonny pioneered the concept of our nationally trademarked Pay Per Interview Publicity® business model which enables clients to purchase publicity by the story. “It’s a familiar concept. If you pay for a pizza, you get a pizza; if pay for a car, you get a car; and with us, if you pay for media coverage, you get media coverage,” he explains. “Clients come to us because they are tired of paying hourly retainers and getting little tangible return.” When the Internet was in its infancy, Lonny also had the business foresight to quickly reserve portal web addresses such as publicity, media relations and checkerboard, and advised clients to do the same. Nearly 30 years since launching this agency, Lonny’s still finds great joy thinking about, talking about and writing about product promotion. He thrives on expanding our ability to help clients tell their stories to the masses.

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