When should you seek publicity for your business?

Earned media coverage is like a powerful magnet: It draws people into your sales funnel. Following best practices, you should pursue publicity when you need to reach people to either teach them about a product or to remind them about a product. The bottom line: Unless you have a cash cow that generates plenty of exposure without much effort, publicity should always be an essential line item in your budget. 

After nearly 35 years of helping our clients tell their stories through the media, Media Relations Agency has a depth of experience few other agencies can match. Many of our clients have been with us for 15 years or longer because we consistently produce results, and because we have excellent relationships with them and with the media. 

When evaluating your publicity budget, take these truths to heart: 

  1. For new or improved products, publicity is the best way to inspire people’s curiosity and desire to learn more. There’s a built-in level of trust, simply by virtue of the third-party media choosing to share your story with their audiences. 
  2. For existing products that have been around for a while, publicity is ideal for rekindling interest and discovering new audiences. But you need to stay fresh and relevant. Last year’s hot story angles may be considered old news today. Our publicity team stays current on news cycles and trends, then finds innovative ways to work our clients’ stories into those trends. How do new approaches help develop new audiences? People who may not have been interested the last time, may be actively seeking products such as yours this time around. We want to help you capitalize on those sales opportunities. 

Publicity is not a once-and-done promotional task. It should constantly evolve and be re-evaluated as the media and marketing environment change. With our performance-based Pay Per Interview® pricing model, we guarantee results for your budget. 

Ideally, people need to hear your message seven or eight times before they fully absorb it. So we design publicity campaigns with multiple layers. You probably don’t get all your news from the same source, and neither do the people in your target audience. We look at the big picture to help you capitalize on the power of publicity so you can achieve your marketing goals.  

A well designed and well managed PR campaign can keep you relevant and top of mind. Let’s discuss how that might look for your business. Use this form to contact us or call us at 952-697-5269. 

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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