When someone reads an article written by you, or about you, in a newspaper or magazine, hears you on the radio or sees you on television, you, and your story, has instant, and well recognized, credibility - which can be almost impossible, let alone expensive, to achieve through advertising.
We all know the power of effective branding. Ask a two-year-old what they want to eat and nine times out of 10 they will reply McDonalds. Publicity is the same, as the more media exposure you and your brand receive the more people trust you and what you have to offer.
In comparison to any other above, or below, the line marketing campaign a carefully and creatively conceived and executed publicity campaign is the cheapest form of exposure.
While the main purpose of publicity is geared towards both the credibility and branding factors, it is not unusual to receive dozens (and sometimes even hundreds) of phone calls after a prominently positioned media story. Some of this contact can take place instantly, while in the case of magazines you can often expect ongoing calls for several months.
Producers, editors, journalists and writers are forever looking sideways to find an exciting story, which they can explore from another angle. This means that publicity creates publicity.
Unlike a paid advertisement, which has a set shelf life, publicity stays with you. Once you have been featured across print, web, radio or television it can be utilised, permanently, in your personal profile or biography, company literature and website as well as in future advertising, or other promotional, campaigns.
Publicity = Power. The stronger and more consistent your media message, the more credibility and status you receive. Once you are placed, and perceived, as an expert or leader in your field or industry, your opinion becomes important and is further sought. Publicity creates numerous opportunities, including sponsorship, strategic alliances, additional investment, recruiting exceptional staff, government grants, cheaper suppliers and global partners.
One of the biggest benefits of publicity is that is a whole lot of fun! Who does not enjoy being in the limelight, or feeling like a star, every now and again! Phone interviews, the adrenalin of live radio or television, on location photo shoots, feature articles, newspaper columns or guest appearances are just some possibilities of a carefully crafted PR campaign. Further, these opportunities will also engage and motivate your staff.
Recently KAPOW Media secured one of our clients, in just one month, the equivalent media exposure to $50,000 in advertising space and radio airtime - an astronomical return on their investment.
A KAPOW Media client was recently featured in a Sydney metropolitan Sunday newspaper. The following morning they appeared on the Today Show and throughout the news cycle had a further six radio interviews; all from the one article.
Within two hours of featuring on Mornings with Kerri-Anne a KAPOW Media client received a call from a major Australian Bank about prospective sponsorship. Minutes later, another call came through from a businessperson wanting to take their featured business into Dubai.
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