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Learn About The Most Powerful & Cost-effective Marketing Tool Available

» Introduction
The most important part of a media campaign or public relations campaign is that you start. PR can take you from a local newspaper article to coverage on Oprah, Time, Newsweek, the New York Times and other media. It reaches your target market, establishes you as an expert in your field, can brand your company more effectively than other forms of marketing and gives you powerful promotional tools in the form of media coverage.
» Step 1
The most important part of a media campaign or public relations campaign is that you start. The best game plan is going to get you absolutely nowhere if you don’t implement it. If you can afford to hire a public relations firm or media consultant, search for a PR firm that understands you and your story(s). An effective media relations campaign comes down to two main steps, discovering your story and being able to effectively tell it in a compelling interesting way - and knowing who to tell your story to. What's vital is getting that initial press coverage and knowing how to grow it from there. For example, we were working with a client who had very little media coverage. We were able to secure an article in a regional magazine and using that as our calling card were able to land a segment on Oprah. Obviously leaping from a regional magazine to a major national TV show isn’t the norm, but it is possible, and that is basically how an effective public relations campaign works.
» Step 2
Another client we were working with was looking to establish herself as an expert in her field and was also working on a book that she was planning on self publishing. Prior to the book’s publication we were able to land her media coverage in the New York Times, the Los Angeles Times, Time Magazine, NBC, NPR and other media outlets. That high level media coverage helped interest a major publishing house. The publisher bought the rights and the book went from being self published to getting a major release.
» Step 3
Remember PR has myriad uses; it reaches your target market, establishes you as an expert in your field, can brand your company more effectively than other forms of marketing and gives you promotional tools in the forms of magazine and newspaper articles and TV and radio interviews. Used wisely and effectively, dollar for dollar, PR is the most powerful and cost-effective marketing tool available.

Copyright © Anthony Mora 2009

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