The Guaranteed Media Firm

We design PR campaigns around one simple fact: We Guarantee Media Coverage. As the Guaranteed Media PR Firm, we don’t promise clients our “best efforts,” instead, we GUARANTEE print coverage—online and off—as well as TV and radio interviews. In addition to guaranteeing traditional media coverage, we are a leading social media firm with top marketing and social media experts. Our clients take comfort in our 26 years of experience. For them, there’s no gamble – we take the guesswork out of PR. Ready to get started?
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National Print Coverage

Today’s “print” publications include hard-copy newspapers and magazines and the burgeoning online news industry. This powerful combination has the potential to reach millions of loyal readers and to build your brand’s credibility as a trusted and respected news source.

Social Media Marketing

Social media is an essential and effective marketing tool, but most brands simply don’t have the expertise to capitalize on this newest communications tool. We make social media easy by professionally managing your campaign on a daily basis — growing your following and your revenue potential.

TV Appearances

Being a featured guest on a local or national TV show positions you as an authority to viewers. Television allows your personality to shine through, giving the audience a real taste of you and your brand. Pair this with the fact that video is so popular online and it’s easy to see why brands everywhere seek this medium.

Talk Radio Interviews

Talk radio is an excellent place to showcase your brand because the strong relationships hosts have with their audience fosters a strong third-party endorsement. This dynamic medium allows you to build brand recognition and trust with potential customers.

The PR Insider

In The News

Difficult Times Call For Sensitivity When Pitching The Media

Difficult Times Call For Sensitivity When Pitching The Media

The first half of 2020 has provided us with some unusual times.
For months, a handful of extraordinary events have dominated the news cycle. The COVID-19 pandemic has been the major culprit, but more recently protests across the nation took center stage.
So, when two of our News & Experts team members – Miguel Casellas-Gil and Ashley Pontius – participated in a recent webinar, it was no surprise that they fielded variations of this question: Should publicity efforts be put on hold until the world returns to something more approximating normal?
The short answer: No.
This is actually a good time to step forward to share your expertise and build credibility for both your personal and professional brands. You just need to do it the right way, and that’s one of the things Miguel and Ashley talked about during the webinar.
But, because these can be sensitive topics, you need to be similarly sensitive in your approach to pitching yourself to the media. Here are a couple of things to keep in mind as you do so:
  • Figure out where you fit in. Yes, news has been dominated in recent months by a limited number of topics, but these topics are huge and touch so many aspects of our lives. The media have approached these issues from different angles, and will continue to do so for the foreseeable future. There are health angles, business angles, economic angles, legal angles, homelife angles, and many others.  And that’s where you come in, whether you are an attorney, a financial professional, a doctor, a psychologist, a corporate consultant or some other profession. No matter what you do, there is a place for you in the conversation. Our team keeps track of the news every day, looking for ways to connect our clients to what’s happening, and you should do the same for yourself. At the same time, though, don’t force a connection. If you try to wedge yourself in where there’s no logical relation to your expertise, it will appear as though you’re trying to take advantage of what’s happening. Instead, find the best and right fit for you.
  • Focus on your expertise, not the controversy. These are polarizing times, with nearly everything taking on political overtones. But, unless politics is your message, it’s best to avoid getting snared into the controversies. Here’s an example of this in action: One of our clients who coaches business executives recently had the opportunity to comment for an article about Facebook employees who staged a walkout when CEO Mark Zuckerberg declined to address posts from President Trump that some people viewed as inflammatory. That’s potentially a political minefield, right? Initially, the client submitted comments that touched on politics, even though she said she didn’t want to get political. We explained that the reporter just wanted her advice to Zuckerberg for addressing his employees’ concerns and there was no need to address those controversies.  We helped her edit her comments so that they focused on her message and her expertise.
If you want to hear the other insights offered by Miguel and Ashley on the webinar, you can check it out at: https://vimeo.com/426021715
As we go through these difficult times, remember that you can continue to pitch yourself to the media and comment on the news and trends of the day; you just need to do so with empathy and sensitivity.
A little thoughtfulness and care can go a long way in helping you accomplish your goals!
Tactfully yours!
P.S. If you want professional advice on getting the most out of your publicity efforts, give us a call at 727-443-7115 or simply reply to this email.
Keep Your Media Coverage Working  Long After The Interview Ends

Keep Your Media Coverage Working Long After The Interview Ends

In my last two PR Insiders, I shared with you tips for getting media opportunities – without being opportunistic – during the COVID-19 crisis, as well as  tips for how to handle media interviews once you land them.
This week, let’s look at the next step. At some point this challenging situation we are all going through together will be over, but any media coverage you gain during this period can still be valuable to you weeks, months and even years into the future.
That’s true, though, only if you take steps to leverage that coverage. One of my biggest frustrations in PR is when we work to get great media placements for a client, but the client doesn’t do anything with those placements. They do a wonderful job during the interview we landed for them. But then they fail to follow through on the most critical part – they don’t continue to build their brand by making sure the world knows that the media turned to them as a go-to expert in their field.
So, don’t let your successes languish. Here are a few ways you can get the most out of your media coverage – and keep it working for you long after the interviews are over:
  • Create a prominent space on your website for media appearances. Your website is valuable real estate, so you always should share links to your media successes there. Put those links in a prominent location, too. Don’t bury the information at the bottom of the page or behind a random tab where visitors won’t see it unless they accidentally stumble across it. Create a media tab that’s visible at the top of your home page. Just recently we arranged for one of our clients to be interviewed on Fox News TV. A national television appearance like that is a big deal – and a big boost for his authority as an expert in his field. Yet, when I went to his website, I could find no mention of the interview!
  • Make use of media logos. Incorporate logos of media outlets that interviewed you into all your sales and marketing materials and add words like “as featured in” or “as seen on.” Your credibility and the trust in you get a big boost when someone sees those logos and realizes you appeared on CNBC, were quoted in the Wall Street Journal, or were interviewed on a national talk radio show.
  • Tell your clients and prospective clients. Yes, it’s good to be modest and humble, but in this case you need to learn to toot your own horn. When you’re quoted in a newspaper article or interviewed on radio, or TV, let your clients and prospective clients know about it. Send out an email or mention it in a newsletter Your clients will be excited to learn you have been quoted in, for example, the New York Times because it validates their decision to hire you! With prospects, it can turn the tide in getting them to sign on with you.
  • Share your publicity on social media. LinkedIn, Facebook, Twitter, Instagram and other social media sites are great platforms for letting the world know about your media appearances. For example, if you’re scheduled to be interviewed on a national radio show later this week, you can create a post mentioning you are looking forward to the interview and urging your followers to tune in. Afterward, you can post an MP3 so people can hear the interview. Similarly, post links to newspaper and magazine articles that quote you.
Finally, remember that the real value in PR is not the few responses you might get from people who happen to tune in when your radio or TV interview is broadcast, or who read that magazine or newspaper when it’s first published.
Instead, the true ROI comes from all the ways you remarket those interviews over time across everything you do. The impact of each media appearance can be multiplied many times over, reaching vast numbers beyond the original audience that saw or heard your message.
Stay healthy!
P.S. If you want professional advice on getting the most out of your publicity efforts, give us a call at 727-443-7115 or simply reply to this email.
Is Global Recognition Important to Your PR & Marketing Strategy?

Is Global Recognition Important to Your PR & Marketing Strategy?

When economists and business people say the world is flat, they aren’t talking about concerns our ancestors had about sailing off the edge of the earth.

Instead, “the world is flat” in a business context means that, thanks to rapid advances in technology and communication, entrepreneurs and companies are now part of a global marketplace. For many of them competition isn’t just the business across town; it’s businesses a continent or two away.

At News & Experts, we know that this can apply to our clients’ PR and marketing needs as well. For example, we recently arranged interviews on a global scale for a client who discussed the protests happening in Hong Kong and how such demonstrations historically have been reflected in the stock market.

While he and his passport never left the U.S., his image and expert commentary did some serious globetrotting as Bloomberg conducted a live video interview with him from Hong Kong and Beijing. Then there was an added bonus as Yahoo Finance picked up that interview in the U.S., the United Kingdom, and Singapore!

Meanwhile, he was also interviewed by a journalist writing for the South China Morning Post, giving his organization’s publicity campaign yet another dash of international flavor.

So, if your business has a global reach your publicity should have one, too. But Miguel Cassellas-Gil, our senior public relations manager (and resident international traveler), cautions that it’s not enough just to have a strong opinion about world affairs. To be taken seriously, you must have a global message that resonates with the different regions of the world you are targeting – and the credentials to show you know what you’re talking about.

With that in mind, I asked Miguel to share some tips that will give you an advantage if you want to go abroad with your publicity campaign.

  • Knowledge of the world. For a true global presence you need knowledge of other countries and regions of the world and how world events affect them. For example, Miguel says, a doctor in the United States might have a good grasp of the Ebola virus from a medical standpoint, but the media are unlikely to be interested unless that doctor also has a working knowledge of the African countries where the virus is doing its damage. “When you go global you must have knowledge about the country or region of the world you’ll be discussing,” Miguel says. That’s why the pitch we did for our client on the Hong Kong angle worked so successfully. As an analyst who studies economic trends worldwide for a research organization, he had data on how the markets have reacted in the past to political unrest in Hong Kong, and he could extrapolate on what that might mean with today’s protests. He also had ready-made charts and graphs that he could provide to the media.
  • A presence beyond your home country. If you are, for example, a businessman with no business interests beyond your own country, then you will struggle to get much traction pitching to the media in any country other than your home one. The media are unlikely to care what you have to say because there are plenty of more knowledgeable people they can find to answer their questions. But let’s say you do have business ties in foreign lands. That means you likely have a well-informed opinion of the happenings in those lands, and the media are more likely to give you a look.
  • A PR representative with global knowledge. If you’ve hired a PR agency to represent you, they also need to have knowledge of and interest in the global market. Your agency needs to understand the news cycle in the region where they are pitching you and be able to grasp what the non-American media might want from you. Remember, you’ll also be working with time zones far out of synch with your own; 3 a.m. EST is 3 p.m. in Taiwan! So, you and your PR person should be prepared to respond to the media all hours of the day and night.

All of this is a good reminder that publicity and the media don’t end where the oceans begin! There’s a whole world out there where you can circulate word about your expertise and/or your company brand.

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What Our Clients Are Saying

Your team is great. They’ve been enthusiastic, committed, welcoming to all suggestions and responsive each and every time we connect. It’s a delight working with them!

Michael E. Gerber

Co-Founder, Chairman, Michael E. Gerber Companies™ Creator of The E-Myth Evolution™

They got me featured in hundreds of print and online publications, including Glamour, Self and Prevention magazines. It was far more than I ever expected! For that I am forever thankful.

Dr. Jaime Kulaga

Author, Psychologist

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