Public Relations - Advertorial
Christine Shaw Johnson, VP of Strategic Marketing & Public Relations
Advertorial is they unique hybrid between ‘advertising’ and ‘public relations’. Advertorials are paid placements that offer the control in brand messaging and brand positioning of an Ad with the consumer credibility of pure editorial publicity. The tone of this type of placement mirrors that of a press release or news story. These placements are highly effective and cross over all types of media – internet, TV, radio and print. Advertorials are particularly successful when launching new products.
"In The Know" Segments:
- :: "In The Know" segments are used by companies like General Motors, Allstate Insurance, Siemens Medical Systems as well as trade and travel organizations and non-profit groups.
- :: "In The Know" segments are narrative marketing informational vignettes that tell a story about a company, brand or issue. They convey your news with informative authority, not the hard sell of traditional advertising-a technique that research shows more and more viewers seek to avoid.
- :: "In The Know" segments can be placed on targeted programs designed to reach your key audiences. Some of the many channels we can provide include Lifetime, Discovery, ESPN, CNN, CNBC, MSNBC, First Business, BusinessWeek Weekend and CNN Airport Network.
Reporting:
- :: Placement reports complete with Nielsen ratings and the total audience reached are provided to assess and analyze the campaign ROI. Streaming video clips are integrated into the report to show how the segment looked "on-air."
- :: Disclosure: Each segment will clearly identify the sponsor and include the client's website and the 'where to buy' directive to direct viewers for more information or purchase.
Satellite Media Tours (SMT)
Satellite MediaTours (SMTs) are the most timely, efficient and cost-effective way to get your message out to the
broadcast media.
- :: An SMT consists of a series of pre-booked interviews with television stations in selected markets locally or nationally. Targets include television news departments and magazine format TV programs in local network affiliate stations, independent stations, cable news organizations and news feed services.
- :: The idea is to place your product in a news or news/talk program to give it the same visibility as news and enhance its position in the market by showcasing it as a "newsworthy" item.
- :: SMTs typically include 15-20 interviews throughout a 2 to 4-hour satellite broadcast. Each satellite hour is divided into 10-minute interview windows. A live feed (uplink) is generated at the location (typically an indoor studio) and transmitted via satellite to the receiving station, which in turn, will broadcast the segment live or tape it for later transmission.
- :: Each interview is approximately 3-5 minutes in overall length and must have a news "feel".
Service Includes:
- :: Story Development
- :: Complete Station Booking
- :: Full-Service Production
- :: Aggressive Follow-Up
About RMT:
- :: An RMT is a series of back-to-back radio interviews that allows your spokesperson to be interviewed by multiple radio stations and/or networks within a few hours.
- :: RMTs generally take about two to four hours of your spokesperson's time, depending upon how many interviews you would like to complete.
- :: Interviews are typically booked in ten-minute windows, allowing a maximum of six scheduled interviews per hour.
Benefits of an RMT:
- :: Effective use of spokesperson's time
- :: Airing on 99% of stations/networks conducting interviews
- :: Allows spokesperson direct interaction with radio reporters
- :: Maximizes on-air time for your spokesperson, organization and issue
- :: Geo-Targeting by Market, Station and Demo
Our RMT Service Includes:
- :: Pitch Conceptualization
- :: Pitching stations and networks
- :: Booking interviews during designated interview times
- :: All Coordination & Management
- :: Teleconferencing with a dedicated News Generation moderator
- :: One open line into the teleconference for you or your client to listen in
- :: CD copy of each interview from the tour
- :: Summary Report
Targeted Placement Newspaper: Guaranteed placement in Newspapers throughout the United States including the country's
top 100 Dalies.
- :: Achieves editorial style "tell" vs. "sell" brand exposure for products & services while promoting the product as the leader
- :: Cost effective brand awareness for local, regional & National campaigns
- :: Best for Seasonal topics supported by larger, multi-media campaigns.
