AMP 238: Using the Power of Media Relations to Drive Massive Brand Growth With Megan Bennett From Light Years Ahead

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4y ago 36:47

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Traditional public relations (PR) is still one of the most powerful and cost-effective tactics that brands use to get attention and build a business. It may not be the latest and greatest shiny object to chase after, but it is a proven and time-tested option.

Today’s guest is Megan Bennett, CEO of Light Years Ahead. She focuses on managing clients and exceeding their expectations. Megan has helped all kinds of clients get press coverage and measure effectiveness connected to sales and revenue.

Some of the highlights of the show include:

Why do PR and media relations still matter? Best bang for marketing buck
Why should you invest in such tactics? Puts product, brand, message into media
Challenges: Self-promoting companies and cutting through competition clutter
Affiliate Program: Incentivize the media to cover your brand, make a commission
How do you find writers/editors who care? Stay in touch and stay current
PR Promise: Megan can't guarantee ROI, but can guarantee brand awareness
Case Study: How KC Cattle Company’s Wigya hot dog broke the Internet
Don't have money to hire PR agency? Know your audience, subscribe to service
Next Thing To Do: Write a really good email pitch with compelling subject line
Maturing Media Relations: Reach Out and don’t take ‘no’ for an answer
Scrubbing Lists: Target right reporters/editors by beat, geography - Google them
Be persistent, not annoying or repeatedly pester people who aren’t a good target
Keep pushing and sending pitches for more coverage from relevant targets
How to write a pitch: Identify story and angle, then tailor it to your media contact
PR Pressure: If hiring an agency, consider chemistry and feeling comfortable

Links:

Quotes from Megan Bennett:

“Once you get one good media hit, it helps to build brand awareness, so that consumers know about you.”

“You have to find a way to make your brand stand out from the rest when you're telling a story to the media.”

“Keep shopping around until you find people that you feel are really going to be passionate about your brand and want to help grow with you, not just take your money.”

“Find ways to spread the word because that’s what’s going to give your brand the credibility to move forward is the public relations and the media reviews.”

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