What Works?

PR is more art than science.

One of our clients was recently featured by top national magazines including Woman’s World and All You. The product was also showcased on TV in the #3 market in the country , Chicago. Not to mention all the other features. Yet, the story that sparked the most sales was a write up in The Oregonian newspaper. Go figure!

With any campaign, there is experimentation in the beginning to see what messaging resonates the most with the media. Beyond that, what hits work the best for the client. In some cases, products translate better on TV than in print. With other businesses, specific market coverage can be key.

To get maximum exposure, we put together comprehensive campaigns that target all mediums – print, broadcast, electronic – with varied angles and stories. Once we pinpoint the best markets and outlets, we’re able to direct our focus on the most meaningful press moving forward.

Sometimes businesses make the mistake of being too narrowly focused on getting one specific newspaper or TV show. In the process, they overlook other opportunities. A local story can be more thorough and detailed than national. Magazines have the benefit of being evergreen. They remain relevant and are often continually read months after they come out. TV has the power of visual. Online features are typically the quickest to post and help with search engine optimization and driving customers. Get it all, and you strike PR gold.

Yes, PR is more art than science. Then again, it can also be highly predictable. When our clients were featured recently by Today Show, Good Morning America or Fox & Friends – they sold out!

Ann Noder
CEO/President
Pitch Public Relations