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Five benefits of publicity

by | Jan 26, 2022 | Advice & Tips

Benefits of publicity - tablet, newspaper, glasses, cup of coffee and pen all displayed on table

Nothing outsells good media coverage. Publicity gives you an edge over your competition. When the media does a story on your business, it’s an endorsement on steroids.

A brand’s reputation is built in two ways: What you tell people about it and what people experience once they try it. Publicity plays an important role in turning products into household names. Media Relations Agency uses media coverage to help move products through the introductory, growth and maturity stages of the product life cycle. 

You should pursue publicity when you need to reach people to either teach them about a product or to remind them about a product. Unless you have a cash cow that generates plenty of exposure without much effort, publicity should always be an essential line item in your budget. 

It’s rewarding to collaborate with clients who want to take full advantage of all of the media opportunities we can find for them. With our performance-based Pay Per Interview® pricing model, we guarantee results for your budget. That’s a real motivator for us to get you coverage. 

To keep it simple, here are five of the primary benefits of publicity: 

  1. It reaches the masses. Media stories enable you to deliver your message to tens or even hundreds of thousands of people. How much would you pay to tell your story to a stadium filled with 30,000 people? Media coverage is a bargain by comparison.
  2. It builds credibility. No, we can’t control the media. Nor do we want to. A huge part of the media’s influence on buyers is its independent third-party credibility. You can’t buy a media story. But Media Relations Agency’s team knows how to provide the right tools and the right follow-through to increase the odds of a successful interview. 
  3. It helps people make purchase decisions. Publicity gives you room to tell a more complete story, boosting its effectiveness. But publicity is not a once-and-done promotional task. Ideally, people need to hear your message seven or eight times before they fully absorb it. And just as you probably don’t get all your news from the same source; neither do the people in your target audience.
  4. It provides strong support for your sales efforts. People actively tune out or block ads. But they pay attention to news stories. Earned media coverage is like a powerful magnet: It draws people into your sales funnel. 
  5. It can be repurposed. After media stories initially air, they can be redistributed on websites and in social media to create long-lasting and positive digital footprints. These stories are easily found when people search for information.

There’s no more effective way to build your brand than having reporters tell your story through publicity. Most likely you are getting only a trickle of media stories. We can change that quickly.  Call us at 952-697-5269 or use this form to schedule time on our calendars. 

 

For more great marketing advice, check out The CEO’s Guide to Marketing!

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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