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Test your publicity channel prowess

by | Jun 20, 2013 | MarketSmart Newsletters

Publicity is the promotional channel that’s hidden in plain view. Everyone knows how valuable a story about your company or product can be, but almost no one uses it. Test your publicity channel prowess by ranking each answer to the following questions on a scale of 1-10:

1. Assume there are five potential media stories available per year, per market. Multiply the number of markets you sell into by five and write the total here: ____________. Now write the number of media stories that ran about your company and its products over the last 12 months here: _______________. How did your company do on securing available publicity?

1    2    3    4    5    6    7    8    9    10

2. Of the publicity you received, did the stories include your top three key-selling messages?

1    2    3    4    5    6    7    8    9    10

3. Of the publicity you received, did the stories include a good mix of other key-selling information such as photos, phone number, web address, links, etc.?

1    2    3    4    5    6    7    8    9    10

4. Publicity is a premium source for social media content. In the weeks following each story you can do multiple posts on websites and social channels such as Facebook and Twitter. 5-10 posts related to each story is a good average to use. How well have you done extending the life of each publicity story through social media?

1    2    3    4    5    6    7    8    9    10

Most people not only score low on securing the amount of publicity available to them, they also score low on the selling elements within the media coverage they received and extending the life of publicity through social media. If you scored low, don’t worry. It represents an untapped promotional channel that can produce amazing results. In fact, because the public has developed resistance and mistrust of advertising and salespeople, publicity can be an even more effective promotional channel.

To get a better understanding of what a dynamic promotional channel publicity can be and how you could use it to promote your company and products, check out the stories we have written about how our clients are using publicity on the rest of our blog.

 

 

 

Written by Lonny Kocina

Written by Lonny Kocina

Lonny Kocina is the CEO and Founder of Media Relations Agency which has been in business for nearly 35 years. During that time, Kocina also founded and sold two other businesses: Mid America Events and Expos, and Checkerboard Internet Services. Prior to that, Lonny worked as a marketing director for Investment Rarities Inc., a company with sales over 4 billion dollars. Kocina has also been a long time member of Vistage International which is a CEO peer mentoring organization. He was also a volunteer marketing mentor for Junior Achievement and the Carlson School of Business. For fun he has taught Principles of Marketing at the college level, and his recent book, the “CEO’s Guide to Marketing” is an Axiom Business Book silver medal winner as well as an Amazon bestseller. Lonny likes to kid that his third grade teacher may have summed him up best with a note sent home on his report card. “Lonny is a daydreamer and he’s getting worse each day. He complains of a stomach ache a lot and I don’t think he likes school much either.”

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