|Public Relations Information|
The Medias Muscle: Make it Work for You
The least expensive, most effective way for you to promote your product is through media coverage. Reporters are excellent communicators. They can often tell your story better than you can. They also have the attention of the public.
No promotional tool is more underused than product news coverage. I know because my company, Media Relations, Inc. has been arranging product news stories for 18 years. We are forced to be an aggressive sales organization because of the limited demand for what we sell.
But, the more we educate people about the power of publicity, the more companies see the light and understand its value. Product news coverage is sales-rich content that meets people where they live. It's inexpensive compared to other promotions, and your competition is most likely missing it. Imagine the impact on sales if reporters were telling the masses about your product in their stories.
Most PR firms follow the textbook business model. They are all over the board, offering any service that falls between a business and its "public". These include everything from investor relations and crisis management to community affairs and press conferences. My company's philosophy is different in two very distinct ways. First, we specialize in product news coverage, and second we sell coverage by the story, not by the hour. That means you always get media coverage for your money.
I call this "Pay-Per-Interview Publicity" and it is our biggest selling feature. Many clients have gotten burned by big retainers and little coverage. They love our accountability. Although there isn't much of a market demand for our service, once a company tries us, they often become a customer for life.
Reaching people at home in such a natural way can't remain below the radar forever. With people aggressively blocking sales messages with things like National Do Not Call lists and TiVo, marketers are going to have to abandon traditional promotional methods and find more meaningful ways to connect with people. Funny thing is, newspapers, TVs, and radios are literally right under their noses. They've been buying the ads but missing the real power: the stories.
Our clients don't send a few press releases and hope reporters call them. They harness and control media content by hiring us. We help them mobilize reporters to reach and teach people about their products and we're the best in the business.
I'm always surprised to find that even after we explain to people what we do, some of them think we sell ads or infomercials. I want to make it clear that I'm talking about putting you in touch with reporters and producers who need content for their publication or program. There is no money that changes hands between the media and us. Over the years, we have developed connections with reporters and producers who are on the look out for story ideas. We simply try to persuade them to do a story about your product and charge you a fee if they do.
We've gotten pretty good at this. Our staff of 40 makes as many as 30,000 calls to the media each month, and they have booked tens of thousands of product news stories for our customers. We would love to have the opportunity to promote your product.
Lonny Kocina is founder and president of Media Relations, Inc. He has led the company to become the top performance-based public relations firm in the country by creating a unique pay-per-interview publicity structure.
The Working Case Study
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PR - More Than News Releases
Public relations and news releases are synonymous in the minds of some. Because the media relations aspect of PR is so "public", the PR discipline often is narrowly defined by this tactic. PR is much more than cranking out positive client fodder for the media.
The Truth About Public Relations
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Five Publicity Buckets For Marketing-Minded Financial Planners
Maybe you've seen another financial planner on TV, and thought, "Hey, I'm just as good as she. Why didn't the press pick me?"
Community Based Marketing Strategies
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How to Get More Mileage Out of Your Media Coverage
Maybe it played for Kevin Costner in "Field of Dreams," but that paraphrased line ? "Print it and they will come" ? doesn't necessarily work in real life.
Why Public Relations Doesnt Just Happen
Public relations is a very important part of the marketing mix. A successful PR campaign provides third-party endorsement of products or services which is something no other marketing element can deliver. Many people think that once a company starts advertising, editors beat a path to your door. In some cases, that actually does happen, but it's not the norm.
Media Training 101: When 60 Minutes Knocks On Your Door
You never know when 60 Minutes will knock on your door and if not them, then maybe a local investigative reporter. A little media savvy is a valuable skill for executives and their image-conscious organizations. Unless you've had media training you know most businesspeople would rather face a firing squad than a crew from the 5:00 news. Although most reporters have professional integrity, some can be crafty.
Why News Releases Fail
Sorry about my otaku with this issue (otaku = more than a hobby, a little less than an obsession).
What Does Your Telephone Say About You When You Are Away?
Business to Business relationships come to expect a certain level of professionalism, from the first telephone call to the final delivery.
Using Publicity As A Creative Marketing Tool
Publicity is an important and often overlooked tool of creative selling; and a more cost-effective way of reaching your target audience than advertising. With the inherent third-party endorsement of the media implied in every editorial story, a news or feature article in a newspaper, magazine, or on television or radio, is an infinitely more credibly-perceived communications message than an ad or commercial. Publicists less frequently are favored with hard news stories. They are more often tasked with getting "softer" news and feature stories on-air or in print. Here are some techniques involving creative conceptualization and application ? what I call CREATIVE FORMATTING ? and they work very effectively when carefully thought-through and constructed.
Marketing-Minded Financial Planners, the Media Wants to Give You Free Publicity
In this great country of ours, there are basically three ways to get yourself tons of media coverage.
Managers: Why PR is SO Key
When outside audiences important to your operation do not understand what you are all about or, worse, harbor misconceptions, inaccuracies, untruths and false assumptions about you, you are likely to suffer negative, key audience behaviors that can prevent you from achieving your operating objectives.
Media Releases - Helping Grow Your Business
Business people often spend time and money trying to find new ways to stand out from the crowd or craving recognition and exposure for their organisation and its achievements.
Publicity From Thin Air
In an ideal world, your business would be overflowing withnewsworthy stories, and the media would be waiting with batedbreath for your next press release, ready to give you front pagecoverage.
Pressure From the Top?
Yes, and that pressure often comes from a CEO who knows what a public relations investment SHOULD produce.
Public Relations ? Defining Your Organization from the Inside Out
What do your customers say about your company?
Meet The Media
Although media relations is not all there is to PR, it is a darned good, low cost way to spread the word. So here are a few media contacts to help you out.
Watch Your Attitude
So many restaurants spend money on publicity and then practically chase customes away by the owner's attitude. Stop to think, please, who is really more important, your customers, your chef or your own cost-saving ideas? True, you have to keep your chef happy but not if he refuses to cook what the customer wants and you, Mr. Restaurateur: what good is saving a few cents here or even a dollar there, if the customer never returns?
Promote Your Products With A Press Release
Writing an effective press release is a way to draw attention to the products you sell and do so at a local level, nationwide and even get internationally. You don't need to be a writer, but you need to clarify exactly what it is you are selling.
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