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“Can you get our CEO on CNBC’s Squawk Box (a popular TV news show that features business and political leaders)” A client’s CMO asked this of me, to which I responded, “It depends.”

We always consider the client’s business objectives first when designing a PR strategy – what they want to get out of news coverage.

Is it simply brand exposure and the prestige of being on Squawk Box?

That’s great, but do they want even MORE?

Media coverage is the tip of the iceberg in driving brand attention through PR. It can be used to initiate and realize other important business objectives.

Here are the subsequent questions I posed to the CMO:

????Do you want to also drive registration for an upcoming trade event or webinar?

????Do you want to increase website traffic so people can learn more about a new product or service?

????Do you want to drive sales of a new service or product you developed in response to COVID?

????Do you want to increase social media followers and fans?

What business objective would you like media coverage to accomplish for your company?

Are you looking at PR to establish your company or CEO as an industry authority? 
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