Using Publicity to Increase Sales August 17, 2011

Using Publicity to Increase Sales

Customers Can’t Buy It if They Don’t Know About It
Presented by:
Heather Champine
Vice-President of Media Production
Media Relations, Inc.



Traditional advertising is struggling with sagging revenues. Are you having a harder time reaching clients through advertising? Traditional PR can be so confusing. What does it take to get reporters, producers and editors to do a story about your product? Discover an underutilized channel of promotion: Publicity as Advertising. Learn how to harness the most powerful sales tool on the planet.



* Why is it untapped?
* Why is publicity the best way to advertise?
* What are some of the tools needed for a successful publicity campaign?

You will learn:

* A brief history of public relations that explains why the PR industry has underserved markets and what marketing experts can do about it.
* Why publicity is often more effective than advertising
* Why you should view reporters and producers as an inexpensive extension of your national sales force
* Why most traditional PR tactics such as the use of press releases and wire services don’t work and never will.
* The importance of customizing your approach
* Key elements that should go into a "media toolbox"
* Techniques for capitalizing on media coverage to multiply your exposure