Recent posts by Heather Champine

How to get media coverage

How to get media coverage

Some people still believe paying an hourly retainer to a PR agency is the best way to get earned media coverage. That only works if agencies can get reporters and producers to agree that the story is worth sharing with their audiences. Not every agency knows how to do...
How to plan your marketing in 6 steps

How to plan your marketing in 6 steps

Product marketing is about reaching people in your target market and teaching them why they should buy your product. That sounds simple but each marketing plan involves a mind-boggling number of choices. What messaging will be used? Who will deliver it? Where will it...
Demand for paid media stories intensifies

Demand for paid media stories intensifies

While earned media remains publicity’s gold standard, there are times when getting your story out fast (or first) and to the broadest possible audience, takes priority. We recognize that using paid media stories can be the right marketing strategy in certain...
How to make your new product successful

How to make your new product successful

Making a new product successful requires teaching people why they should want your product more than their money. Harvard Business Review has estimated that 75% of new products fail. Inc.com puts that percentage closer to 95%. After 35 years specializing in product...
How to get an interview with the media

How to get an interview with the media

Publicity is a valuable component of any product marketing campaign. That’s because media coverage is influential and gives you space to tell your complete story. But you can’t just buy publicity. You must earn a media interview. And that is rarely easy. Media...
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