I heard a local news story about strawberries promoted recently and said out loud, “I hope that story includes Govins‘ Meats and Berries.”
It did.
The reporter began in front of a field of healthy, green strawberry plants, announcing that the strawberries were ready. Then he switched to John Govin describing this year’s crop. “For a berry grower all the rain is great,“ John said. “The rain we've had came hard, and then the sun came out. That has made for great berries.”
Although the story followed John’s interview with one from another berry grower, the reporter ended the story back at Govins. The reporter popped a Govins strawberry in his mouth and said, “Mmmm, delicious!”
Govins didn’t get this attention by accident. John has spent years contacting the media, taking animals to the stations for appearances, and offering information for reporters’ stories. One day he demonstrated a jam recipe live on TV. His ending comment to that segment has stuck with me. “If a guy like me can do this, anybody can do it.”
John has been helping reporters with story fodder for years. Whether for spring lambing, summer strawberry season, or the fall corn maze, John provides content reporters can readily use. He is easily accessible and gives interviews that enhance the report. He is willing to go the extra mile with demonstrations, station appearances, and video at his farm.
Through John’s flexibility, consistent attention to publicity, and availability, Govins have attained expert status with the local media. That position assures Govins of being the first place reporters contact when they are doing a story, want a comment, or have a question involving any of the products or services Govins offer. Having local reporters recognize you as an expert is one very important reason to send press releases and/or regularly contact your local media.
Achieving expert status does not happen after one press release or contact. As John has demonstrated, expert status is attained through consistent, persistent contact. I have found businesspeople who get discouraged when a press release does not generate a story. I always advise them to keep sending the releases. They establish your business in reporters’ minds as a resource and an expert.
When did you send your last press release? Send them regularly to achieve expert status.
This week's marketing trivia challenge is What business have you seen achieve expert status? E-mail me your answer.
It did.
The reporter began in front of a field of healthy, green strawberry plants, announcing that the strawberries were ready. Then he switched to John Govin describing this year’s crop. “For a berry grower all the rain is great,“ John said. “The rain we've had came hard, and then the sun came out. That has made for great berries.”
Although the story followed John’s interview with one from another berry grower, the reporter ended the story back at Govins. The reporter popped a Govins strawberry in his mouth and said, “Mmmm, delicious!”
Govins didn’t get this attention by accident. John has spent years contacting the media, taking animals to the stations for appearances, and offering information for reporters’ stories. One day he demonstrated a jam recipe live on TV. His ending comment to that segment has stuck with me. “If a guy like me can do this, anybody can do it.”
John has been helping reporters with story fodder for years. Whether for spring lambing, summer strawberry season, or the fall corn maze, John provides content reporters can readily use. He is easily accessible and gives interviews that enhance the report. He is willing to go the extra mile with demonstrations, station appearances, and video at his farm.
Through John’s flexibility, consistent attention to publicity, and availability, Govins have attained expert status with the local media. That position assures Govins of being the first place reporters contact when they are doing a story, want a comment, or have a question involving any of the products or services Govins offer. Having local reporters recognize you as an expert is one very important reason to send press releases and/or regularly contact your local media.
Achieving expert status does not happen after one press release or contact. As John has demonstrated, expert status is attained through consistent, persistent contact. I have found businesspeople who get discouraged when a press release does not generate a story. I always advise them to keep sending the releases. They establish your business in reporters’ minds as a resource and an expert.
When did you send your last press release? Send them regularly to achieve expert status.
This week's marketing trivia challenge is What business have you seen achieve expert status? E-mail me your answer.
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