Anyone who seeks to become a widely recognized thought leader knows it’s important to grab the media’s attention, which allows you to share your insights and expertise with a larger audience. Unfortunately, plenty of others are vying for that media attention as well, which is where Advantage Media’s PR services come into play.
Our PR services are led by a team with a track record of securing clients coverage from some of the top names in print and broadcast media. Examples include The New York Times, Good Morning America, and Sirius XM radio.
The exposure you receive as a “go-to expert” allows you to promote your personal brand. It also provides opportunities to champion your book, and supports impressive growth for your social media.
What Makes Our PR Services Different?
Many PR agencies focus on promoting corporate brands and products. Advantage takes a different path, focusing on executive thought leadership and the leader’s personal brand.
The Advantage PR team secures media coverage by providing CEOs and executive leaders as credentialed sources. These experts speak authoritatively on topics trending in the news.
To accomplish this, the PR team takes a couple of approaches. With the proactive approach, media pitches highlight your message and the evergreen topics you can talk about.
These pitches can inspire a journalist to interview you for an article on the topic the pitch suggests. Or the journalist might include you in an article they are already working on that links to your expertise. In some cases, instead of writing something immediately, the journalist will file your information in case they need you for a future article.
The second approach is the reactive approach. Each day, the PR team monitors the news with the goal of inserting you into a media conversation that’s already happening. When they see a good fit, they reach out to the media to let them know you are available to comment on the subject.
Our team is also skilled at matching your needs to the right media contacts. They send pitches and articles to a curated list of people and outlets who focus on your area of expertise. This list could include trade publications or other specialized media, in addition to the mainstream media.
What’s Included in Our PR Services?
When you sign on for our PR services, our team will create a strategy for your PR campaign. That strategy includes goals, key messages, initial pitching ideas, and media monitoring to track placements.
Your campaign is assigned to one of our PR campaign managers. This person becomes your primary contact for PR services, pitches you to the media, and provides monthly activity reports.
The campaign manager also arranges the details and scheduling when a journalist requests an interview. They do the same if a publication asks you to write an exclusive article about your topic. For on-camera interviews, the team provides media coaching.
A writer from Advantage’s content team also assists with the PR services. The writer produces articles, pitches, and press releases that relate to you, your personal brand, and your message.
What is the Value of Earned Media?
PR is all about securing earned media. This is unlike paid media, where you buy an advertisement or commercial time and have complete control over the message.
With earned media, you are getting exposure not because you paid the media outlet for a placement, but because you have insights to share. The beauty of earned media is that, when you are interviewed by a newspaper, magazine, podcast, radio show, or TV show, you are getting an implied endorsement from those media outlets.
By including you in their reports, they are essentially saying you are someone who has something valuable to say on the subject.
These earned media appearances allow you to tap into larger audiences and expand your potential customer base, driving awareness around you and your brand. Earned media also gives you the opportunity to display your insights and confirms your credibility to an increasingly skeptical audience.
What Are Examples of Our PR Success?
Just recently, the Advantage PR team put these earned media strategies into action for Jennifer Schielke. She is the co-founder and CEO of Summit Group Solutions, a talent recruitment agency. She is also the author of Leading for Impact: The CEO’s Guide to Influencing With Integrity.
The objective for Schielke’s PR campaign was for her to become a prominent voice in positive leadership and influence. She also wanted to establish her authority in the recruiting and HR industry. The PR team arranged placements for her in a number of top-tier media outlets. Those included Business Insider, Fortune, Entrepreneur, SHRM, MarketWatch and Inc., among other national and trade media outlets.
Kathleen Quinn Votaw, author of Solve the People Puzzle and Dare to Care in the Workplace, keeps coming back for more of our PR services. Votaw, founder and CEO of TalenTrust, a national talent recruiting agency in Denver, had several objectives. Among other things, she wanted to become a national authority in the human resources and recruiting industry. She also wanted to publicize her books and generate visibility for TalenTrust.
Thanks to the PR team, Votaw’s media placements included such prominent outlets as Inc., CBS News, Fast Company, Fortune, and Business Insider.
Our PR team also secured an impressive placement for George Tinsley Sr. with Business Insider. Tinsley, author of Catch as Catch Can: Building a Legacy By Finding Opportunity in Every Obstacle, is the president and CEO of Tinsley Family Concessions, which operates more than 60 restaurants at airports in Florida and Kentucky. Business Insider profiled him with an extensive interview focusing on how he got his start and scaled his business.
The PR team also arranged coverage for Tinsley in several trade publications that focus on restaurants and the franchise industry, as well as other media outlets.
Those are just a few examples of the success our PR services have had securing coverage for clients in top-tier publications and broadcast outlets. Among some of the other prominent placements: Forbes, CBS News, USA Today, NBC News, Psychology Today, Business Insider, Inc., People, CNBC, Yahoo Finance, and Fortune.
What Are Examples of PR Placements?
As you can see, PR placements happen in many different ways with many different types of media. What counts as success for you often comes down to your goals and needs.
National news outlets typically give you the largest audiences because of their reach. And it certainly is impressive to put the logos for a network news show or a well-known newspaper or magazine on your website under a media page.
But sometimes it’s not just the size of the audience but who the audience is. That’s why our PR team also targets trade publications and other specialized media, reaching targeted audiences that have a heightened interest in your subject.
Local and regional coverage also can be important for your PR efforts, especially if you don’t yet have an extensive history of media placements. These outlets help you begin to create an online presence that you can build on. In turn, that will give journalists at larger media operations more confidence in you and what you have to say.
Conclusion
As you can see, PR comes with many benefits, including introducing you and your brand to larger audiences, promoting you as a thought leader with important insights to share, and strengthening your credibility.
But securing those media placement takes a focused effort. That’s why it’s a good idea to partner with someone who has a record of success in working with the media. Contact Advantage Media to learn more about how our PR services can help you achieve the visibility you desire.