To get media coverage for a client’s product that helps improve hunters’ aim, we went directly to columnists who write about the outdoors. This newspaper publicity which ran in the Minneapolis Star Tribune at the height of hunting season, included a first-hand account of how well the product performed. The story was then picked up by Chicago News Service, after which it began running in newspapers across the country with a momentum that thrilled the client.
This is exactly what we mean when we say that media coverage lends third-party credibility. But it’s got to be done right. On its own, submitting a press release to a wire service would probably not have resulted in all of this attention. I like to hunt, so this client’s product really resonated with me.
Giving the client’s story a more personal appeal
Columnist Dennis Anderson has been writing about hunting, fishing and other outdoor activities, for more than three decades. Not only is he a hunting enthusiast, but he also is of the right age to appreciate how our client’s product might improve his shooting accuracy.
So I was pretty excited to get Dennis on the phone so that I could describe the product to him. I also offered to put him in touch with the manufacture so that he could try it for himself. I started working on this angle back in August, to make sure we were in front of the competition on any competing stories, and that we did not miss any critical deadlines. This resulting positive newspaper publicity told our client’s story from Dennis’ personal perspective.
Now millions of readers have learned about the product from a trusted source who has been giving his audience outdoor tips and strategies for nearly 35 years.
