Marketing reality check

by | Jun 4, 2024 | Pay Per Interview, Publicity, Website Design, Website Support

Camera showing person interviewing another person.

We’re halfway through the calendar year. Is your marketing performing as well as you’d hoped? There’s still time to make measurable changes in the second half of 2024. With our Pay Per Interview® PR model, you only pay for results. But first, is your business ready for more PR?

Be intentional about your PR preparation   

Strategic preparation is essential for any PR campaign to be successful. Once a media story gets people excited about your product, is everything in place to guide them into your sales funnel? 

To strengthen the remainder of your 2024 marketing program, pay very close attention to the following components:  

  • Your website: Brand awareness is both a goal and a starting point. While stronger brand awareness attracts more buyers, the reality is you must be easily found by search engines even before your PR campaign begins. Otherwise, when someone sees a story about you in the media but then they can’t find your website, the value of that story is diminished. 

Google’s search engine algorithms are more selective than ever. Our no-obligation SEO audits can give you an in-depth assessment of your starting point. We’ll also take the time to review our results and recommended action steps with you, so you can ask questions. 

  • Your code sheets: This is our term for a document that keeps a marketing campaign on point. This is where you’ll define the audience(s) most likely to buy and why. Some elements may include: What are your primary value points? What can you say to buyers that your competition cannot? Without code sheets, your PR campaign can easily veer off track.
  • Your brand statement: The media are bombarded with story ideas. To be heard above the noise, your story should be clear, concise and compelling to each reporter’s audience. We define a brand statement as, “If we eavesdropped on someone representing your primary target market describing your product nearly perfectly, what would that sound like?” Your brand statement is the crux of your story.

Finish 2024 stronger with a strategically aimed PR campaign 

We use our proven six-step Strategically Aimed Marketing system (SAM 6®) to ensure all of our clients’ PR campaigns are positioned for success. You can follow along with our processes with your copy of our award-winning, Amazon bestseller, “The CEO’s Guide to Marketing.” In fact, we encourage your input and collaboration at every step, and we will send you a book upon request! 

With our Pay-Per-Interview® model, we charge per story we arrange, not by the time we spend. We’ll even show you our pricing menu up front, so you’ll know how much you’ll pay per story. 

Just remember that the media’s lead times can vary widely. The sooner we get started crafting your PR campaign, the likelier you are to see the payoff well before the end of 2024.

Publicity exposes your product to huge audiences. As people see your story told (and repeated) by multiple media outlets, their trust in your product will rise and demand will follow. There’s still time to have a strong PR impact in 2024. Call us at 952-697-5269 or use this form to get started.

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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