Read this to enter or advance a media relations career

Whether you’re about to interview for your first marketing job or you want to accelerate your marketing career, reading Lonny Kocina’s best-selling “The CEO’s Guide to Marketing” may be critical to your success. In this Agility PR article “10 books to check out before entering media relations”, PR professional David Yonkman lists this as the number-one book to help you prepare for a more successful media relations career.

Yorkman writes, “The critical factor to success is lifelong learning, and now is as good of a time as any to start your informal professional studies.”

Lonny wrote “The CEO’s Guide to Marketing” out of necessity. “I have never run across a book like this. There should have been one, so I just decided I was going to write it. It’s the most practical marketing book you’ll come across,” he says. “I wrote this book because I think it can really help people.”

The book outlines the six-step Strategically Aimed Marketing (SAM 6®) process, which starts with understanding marketing concepts and principles, then builds the process that will bring structure to your marketing program and dramatically increase your marketing results. SAM 6 will assure creative people stay focused, on track and doing their best work.

The six steps are fully illustrated in the book. Lonny explains why each is needed, and gives examples, all in easy-to-read detail. Based on 30 years of hands-on experience, “The CEO’s Guide to Marketing” has been an Amazon best-seller since its release in 2017 and won the Axiom Business Books Silver Award in the marketing category.

Reading “The CEO’s Guide to Marketing” may make you the smartest marketer in the room. If you’re a CEO or marketing manager, consider ordering copies for your entire marketing team. We also offer a free SAM 6 implementation companion manual and other complimentary SAM 6 tools on our website.

We use this simple six-step process at Media Relations Agency and I believe you’ll see the value of implementing it within your business as well.


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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