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How to get your business noticed in the media

by | Mar 3, 2017 | Company News

A few days ago, I had the pleasure of speaking at the Encourage Her Network’s Signature Luncheon about how to get noticed in the media. I jumped at this opportunity to tell women business professionals that publicity is a cost-effective way to keep their products front-and-center in the minds of consumers. It was fun to see them sit a little higher in their seats when I explained that with Pay Per Interview publicity, they pay only for results.

I like to compare stale PR strategies to hibernation. They’re limping along, barely surviving on minimum energy. Then I show people what happens when they take their PR out of hibernation and bring it back to life. Publicity is a powerful selling tool, and the results always get my audience’s attention.

I use events such as these to educate business leaders about how media coverage can benefit their bottom line. Unlike ads, media coverage gives businesses more room to communicate a complete message to their audiences. (Most people are immune to ads anyway!)

Media Relations uses media coverage to help our clients:  

  • Educate consumers on why and how to buy their products
  • Help increase sales
  • Grow their businesses by increasing awareness and visibility
  • Shorten their sales cycles
  • Generate more leads, which generates more sales
  • Increase interest in their businesses
  • Build credibility
  • Increase client loyalty

We teach our clients how to view reporters and producers as an inexpensive extension of their sales force.  It’s important to customize your approach. And it’s just as important to routinely extend the reach of each media placement so it keeps working for you long after the initial airing.

Our performance-based approach works. As I mentioned to people following my presentation, we’ve arranged all kinds of trade and consumer publicity for an international client base. I love sharing what I’ve learned over the years. If you’d like to chat with me about how much publicity we might be able to arrange for your product or service, we’re offering a free publicity estimate. I hope you take us up on the offer! Either fill out the form or call 952-697-5269 to inquire about it.

Written by Heather Champine

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 25 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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