How PR, a best-selling book and pizza contributed to an interview

For decades, our CEO Lonny Kocina has been comparing our Pay Per Interview® pricing model with the pizza industry. “If you pay for a pizza, you should get a pizza. If you pay for PR, you should get PR,” he’s fond of saying. So, it’s a bit ironic that he was asked to contribute his marketing advice for the pizza industry. Of course, Lonny is a trusted marketing authority who has advised hundreds of clients in dozens of industries. And ever since his best-selling book was published in 2017, he’s been in more demand than ever.

We routinely helps our clients build their reputations so that they become even more influential and respected industry leaders. Becoming a credible authority doesn’t happen by chance. Media Relations works behind the scenes to build reputations and careers.

Our publicists are results-focused. We work one-on-one with reporters and producers to ensure that each media opportunity is in your wheelhouse and that the information you provide will serve the media’s audiences. Over the last 30 years of arranging media stories, we’ve learned that every media opportunity helps establish and grow our clients’ reputations.

In this interview titled, Top 25 Creative Pizza Advertising Ideas from the Pros, Lonny shared advice from his six-step Strategically Aimed Marketing (SAM 6®) process. SAM 6 is outlined in his award-winning, best-selling book, The CEO’s Guide to Marketing. Specifically, he discussed Step 4: the schedule calendar.

“Your marketing calendar is a trusted guide to ensure you cycle through your company’s primary value points. Its purpose is to assure that you are delivering a constant and maximum flow of on-point promotional messages,” he wrote. “You need to figure out which products and messages should get the most attention at certain periods. Scheduling will keep your promotions organized and help with your budgeting.”

The more people notice your name associated with your industry, the more influence you will gain. But this kind of competitive advantage takes time to build. Right now, we’re using PR and other marketing strategies to help knowledgeable clients in multiple industries become trusted thought leaders. This has a halo effect of helping to solidify the positive reputations of their companies and products.

Media stories reinforce your audience’s trust in you as an industry authority. If we’re not currently working with you, let’s get started! Call us at 952-697-5269 or complete our contact form.

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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