Paid publicity opportunities are on a complex spectrum. On one end are the media that readily accept sales-oriented content that is basically paid advertising. On the other end are higher caliber, more credible print and TV media whose stories educate and inform. These prestigious media outlets tend to have stringent content guardrails in place. Here’s what you need to know about landing a paid spot in these coveted media outlets.
Easy isn’t always best
It may sound simpler to just pay a publication to print whatever you send them. But because these publications are so blatantly promotional, audiences may not find your story especially credible. To boost sales with PR, most companies need to educate buyers about why they need their product and why theirs is better than the competition’s.
This educational approach to product publicity has been Media Relations Agency’s wheelhouse for 35-plus years. We are the heavyweights in coordinating informative publicity that teaches big audiences why they should buy our clients’ products.
Why it makes sense to collaborate with an experienced agency
As experienced product publicists, we’ve compiled this list of five things you need to know about high-quality, paid PR opportunities. Working within these guidelines is something we do day in/day out, much as we’ve done for more than three decades.
- They adhere to journalistic thresholds. Even though it is paid, your content, or TV appearance, must comply with their established guidelines. Expect an editor or TV producer to evaluate your story to ensure the style, format and content are aligned with their outlet’s quality standards. There might be a significant amount of fact checking and editing. Much of this can be avoided by submitting Media-Grade Content® that is more likely to meet their needs.
- They will likely insist on an informational angle. If your story comes across as overly promotional and self-serving, it probably won’t be accepted. Well-rounded content has a higher likelihood of approval.
- They may automatically reject certain topics. Some entire product categories are generally considered taboo for morning TV, for example.
- Expect timeline issues. When working with higher caliber media, plan as far in advance as possible because space or air time are nearly always limited even for paid content. It’s smart to work with an agency that can anticipate their editorial calendars. For example, now is the time to inquire about submitting holiday gift stories.
- Stories with credible experts and visuals are generally better received. Position a spokesperson who has the right credentials and background. Provide photos, displays and visuals in keeping with the media outlet’s standards.
Coordinating paid PR requires a keen understanding of the media’s criteria. Media Relations Agency can help you use paid PR to be seen in very prestigious media outlets. Get started by using this form or calling us at 952-697-5269.
