Media Relations and Your Catalog (940 words)
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"In formal PR campaigns," Hahn says, "you start with measurement, and measure something specific [such as an event or product], then test it again, just as you would test a catalog offer."
Other techniques Hahn uses are helping clients repackage third-party media endorsements to send to business associates and incorporating the endorsements on their Web sites. "We alert [our clients] that a product is getting a lot of media play, so they bump it up to their home page." Also, Hahn says, her agency's outbound communications to the media always contain links to clients' Web sites. Furthermore, "We'll ask clients to tell us about related products to promote over the phone and the Web site."
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