Days after My PR Insider About the Popular Talk Show, Ellen Plugs Our Client!

I don’t believe in coincidence; everything happens for a reason. I got a reminder of that recently thanks to a wonderful, and somewhat eerie, experience here at the office.

The story I’m about to share is a great illustration of how publicity works – how coverage begets coverage and how exposure in one medium can lead to even more exposure in another. What’s a bit eerie is the timing:

Two days after I sent out a PR Insider titled “How to Get on the Ellen Show,” one of our clients got a nice business plug in Ellen’s monologue.

The comedienne’s popular daytime talk show has replaced The Oprah Winfrey Show as the No. 1 most desired media placement by people seeking publicity – at least in my experience. The Ellen DeGeneres Show reportedly averages 8 million viewers (Oprah averaged 7.4 million) and Ellen has won more than 30 Daytime Emmy Awards.

She’s also known to give non-celebrities a chance in the spotlight, so folks view her show as a bit more accessible than others.

In the PR Insider about getting on the Ellen show, I advised you to start getting local publicity. Why? Because one way producers find interesting stories is by scouring local media – many top-tier shows even pay staff solely to read local media.

How did it happen for our client?

He signed on with us a few months ago for print, radio and TV campaigns to get visibility and credibility for his new dating website, YouMustLoveDogsDating.com. We came up with some fun angles for print, articles headlined “What to Do if Your Dog Doesn’t Love Your Date” and “3 Double Date Ideas for Dog Lovers.”

For local TV talk shows, we reached out with “Help! My Boyfriend Loves His Dog More than Me!” and “Tips for Dating a Dog Lover.”

Our efforts triggered a nice wave of publicity, with article placements in a range of publications, from blogs about pets to daily newspapers, and interview requests from the press. Our client was invited for interviews on more than three dozen radio shows and network affiliate TV shows across the country.

Here’s what happened next.

1. A reporter with the Associated Press received our article and loved it so much, she decided to do her own story on online dating sites for animal lovers. She requested an interview with our client which we immediately arranged. (The AP is huge. It’s a not-for-profit cooperative owned by 1,400 U.S. daily newspapers and its members include thousands of TV and radio broadcasters.)
2. The AP publishes the story featuring our client (“Pet-friendly dating sites match up people, pooches”) on Aug. 20, and it’s picked up by dozens of newspapers and broadcast websites, from the New York Post and the Boston Globe to ABC News.com.
3. Including a link to the AP story to underscore our client’s credibility and the broad public interest in the topic, our TV campaign manager sends a pitch to The Ellen DeGeneres Show.
4. On Sept. 18, Ellen’s monologue is about all the dating websites now available for singles. “The sites are getting so specific now,” she says. “There’s one – this is true, this is real – it’s called YouMustLoveDogsDating.com and it matches pet owners with other pet owners.” She continues, building to a punch line.

Want to discover how local TV appearances can be a game-changer? Click Here.

Whether Ellen or her producers saw our TV campaign manager’s pitch and got the idea, or spotted the AP story we arranged, one way or another our efforts resulted in the mention.

Our PR strategy worked just like it’s supposed to: Local exposure generated regional and national exposure across media platforms. Because the topic resonated with so many audiences, our client hit the jackpot.

That’s the kind of sustained media outreach it takes to get mentioned on a top-rated national show like Ellen.

Never give up!
Marsha

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