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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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 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.
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 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
- 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.
- 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.
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
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