The ongoing Esco Tool product publicity campaign created by Venmark has supported their international marketing efforts for nearly four decades! In this issue of “Tube & Pipe Technology,” the editor chose to feature Esco’s end prep tools for offshore applications and used the photograph we created as lead for their entire section on Finishing and End Finishing.
Getting good content published online and in-print is based upon presentation.
The publicist’s skill involves crafting a press release and a supporting image or video which conveys product information in a way that serves the interests of the media.
The ability to influence the media to select product news based upon a superior presentation and relevance to their readership is critical. As Al Ries co-author of “The Fall of Advertising & the Rise of PR” noted, a product publicist stimulates the interest of editors. The fact is, with publicity, if an editor doesn’t select the news, the reader or viewer will never see it!
© 2014 Steven M. Stroum