I’m frustrated when I discover products and services that deserve high-quality media coverage, but are missing out on opportunity after opportunity because they are working with the wrong agency.
Could you be getting more media coverage? Here are 10 questions to ask yourself:
- Do you have evidence that your product is superior to its competitors? For example, the media loves health-related products that are backed by clinical studies.
- Do you have adequate product distribution? If a reporter is going to tell your story, your product must be accessible to the reporter’s target audience. We’ve worked with many clients whose products were first sold in just a few markets. With our help, they achieved wider distribution. Media placements can help you with sales presentations by showing prospective distributors and retailers that you are willing to back your product with a solid marketing campaign.
- How big is your target market? There are more media opportunities with consumer campaigns than those that are strictly business-to-business.
- Is your company well established? This may be critical if you want business coverage.
- Do you have a spokesperson who is a good fit for your topic? The media loves experts who can explain the bigger issues, and how products can help improve people’s lives.
- Do you have a good website? This is important because reporters will often do their own background research before agreeing to run a story. They also like to direct their audiences to websites for more information. At minimum, your website should support your key messaging and have a clear call to action. If your website needs updating, we can help with that too.
- Is there something going on in the news that will make your product more interesting or relevant? If it helps to solve a problem that’s making local or national headlines, reporters will be interested in your story!
- Do you have the budget for a sustained campaign? If media coverage would be a good complement to your marketing mix, you’ll need enough budget set aside to get measurable results. With our guidance, companies use sustained media coverage to show up very high in search engines results.
- Do you need more space to explain your product to your target customer? If your product is not already a household name, then the answer to this question is most likely yes.
- Do you have time for all of the media interviews we’ll arrange for you? Many interviews can be done by phone.
One last question: Does getting guaranteed media placements using our Pay Per Interview® publicity model sound useful? If you’re unfamiliar with this model, basically you buy publicity as you might buy advertising. You choose the media channels and the markets, and pay us only when we deliver results.
Request your free publicity estimate today, or call me at 952-697-5269. You will gain a better idea of whether or not you are missing out on media coverage opportunities that might move your sales needle.
