Media Relations has had a lot of success booking media appearances for a client who routinely talks with clients about such things as dwindling retirement savings and funding their nursing home or long-term care needs. No one wants to contemplate running out of money during their retirement. Bring life insurance into the equation, and the subject gets even tougher. The media wants to keep their audiences engaged, so we have gotten creative.
Our client’s service is actually a white knight in this arena. Their team has happy clients and happy investors. So in our talks with reporters and producers, we acknowledge the tough issues then quickly focus on the upbeat outcomes.
I personally love it when our clients’ messaging appears in sidebars, such as this one that appeared in NewsMax magazine, a national publication, which made an estimated 186,000 impressions. It lets the readers know that this particular information deserves their attention. It’s important enough to set apart from the rest. It demands special consideration.
Tough subjects don’t scare us. In fact, we love the challenge. Especially when the end result – target audience education – has the potential to benefit millions of people, as it does in this case.
