There are all kinds of public relations: corporate communications, employee communications, investor communications and even crisis communications. Media Relations specializes in the area of public relations called product publicity. We work with the media to co-produce stories. The intent of those stories is to create interest in our clients’ products and services. When done right, the target audience may not even realize they are being sold to! Give that some thought the next time you watch the TV news.
We pitch original, interesting story ideas to TV producers and reporters every day. For example, a popular topic covered in newscasts is health. You may be watching a segment on how to get fit for summer. In this segment, the guest shares various tips and tricks to getting fit. The guest focuses attention on a specific product. This is a form of product publicity. More than likely, that product didn’t just make its way into the producer’s hands by itself.
Each week, our experienced, creative team is busy co-producing segments that will fit in our clients’ products flawlessly. Viewers are better informed about the benefits, and our clients can continue to share this publicity with others who may have missed the segment.
Here’s an example of a TV segment we co-produced for a client. Click here.
Most of our clients want us to arrange TV stories for them. It makes sense. With TV, people can actually see your product while hearing an authority describe its benefits. You also get the third-party credibility of having an expert or even the host say nice things about your product. When others talk about and recommend your product, it’s more trusted. TV is also great because you can repurpose the interview in various places: your website, social media channels, marketing print materials, etc. This is important because you only get so much time on air to tell your complete story. If any key messages are missing you can mention them after the fact in the video description.
You also don’t need to be on the Dr. Oz Show for TV to have an impact. One reason local TV may make better sense is that you can tailor your TV appearances (and budget) to markets where you’re doing other marketing efforts that target your audience. And if you have no distribution in some areas, national TV may be not be the most prudent use of your marketing dollars.
If you’d like us to co-produce a TV segment for your product, call Heather Champine at 952-697-5269.
