You may feel tempted to complain about the media, but journalists can communicate your product’s value with clarity and credibility. Over more than three decades, our publicists have set up tens of thousands of stories with reporters and producers. Several times a day, at outlets throughout the U.S. and Canada, these media professionals are doing a wonderful job crafting stories that explain our clients’ products to target audiences. The media know how to tell a good story. Use the media to promote your product. They may be able to do it better than you can.
Reporters and producers are gifted communicators and storytellers. Journalists have a knack for understanding the nuances and complexities of products; they understand how their audiences will benefit from hearing about them.
The media are also effective filters of business information. Because reporters have no vested interest in buttering up the CEO or anyone else, they get to the brass tacks of what people need. And isn’t that really what drives the sale: the need?
A reporter’s perspective is more in line with an average customer’s view of products than the people who dream them up and make them. The best product stories are told when the audience perceives them as truthful and unbiased. That’s where the real magic of the media’s branding and selling power takes place.
It’s always better to have someone else say good things about you than brag about yourself. Persuading journalists to do stories about your product is like getting endorsements on steroids. Reporters who choose to tell your product’s story, over all the other stories they could do that day, usually have a keen personal interest. They may not come right out and say it, but it’s implied that they like your product and think it is important that their audience learns about it.
It’s hard to think of a more cost-effective way to market to the masses than having reporters talk about your product in their own words. Many of our clients have been with us for more than ten years. Week after week, month after month, year after year, journalists across the country tout their products to the public. One nice story is great but imagine the impact of hundreds and hundreds over years and years. Sadly, publicity is the most underused channel in the promotional mix. Not for our clients though. Just sad for their competitors.
Call us at 952-697-5269 or complete our contact form. Let’s get journalists doing stories about your product. We’re going to be on the phone with the media anyway. The only question is if you want our publicists to be mentioning your product.
Oh, and did we mention we charge per story, not by the hour.
