Advertising has been traditionally positioned as the focal point of marketing campaigns, but times have changed. Now, advertising is better used to support other forms of communications that allow a company to tell its story. For example, using publicity and the Internet gives you space to expound on a product’s features and benefits in formats that hold the attention of your audience. Advertising should be dedicated to reinforcing the messages that are communicated in other ways.
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Lonny founded Media Relations Agency in 1987 and built it into a nationally recognized firm serving hundreds of clients. He developed the trademarked Pay Per Interview Publicity® model and helped shape the agency’s early digital direction by securing key domains and advising clients as the internet emerged. In addition to leading the agency for decades, Lonny has taught marketing at the college level and created the Strategically Aimed Marketing (SAM 6®) process, which he continues to teach to business leaders and marketing professionals.
