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Media Releases / Advertorials
Media Releases / Advertorials

Shout From the Rooftops: Edge-Of-Your-Seat Media Releases & Advertorials

Smart PR tactics that break through the noise barrier.

For the last several years, scores of publishers all around the world have been sounding journalism’s death knell. And the hundreds – nay, thousands – of print newspapers and magazines that are distributed all around the world every week carry on with a Pythonesque joy (“I’m not dead yet!”) in the face of their supposed demise. The real story we should be reporting is that print isn’t going anywhere. It’s simply evolving to meet the demands of the digital market.

And that makes it more than fertile ground for advertorials, media releases, and other PR opportunities for savvy business owners. But an evolving medium requires an evolved approach.

It’s no longer enough to simply hack together a series of paragraphs talking about your great new products and services. It’s no longer enough to talk all about your amazing customer service. People see thousands of advertisements every day, and consumers have learned to spot and ignore them.

The strength of the media release, the strength of the advertorial, is that it’s written as a news item – not an advertisement. That’s why, when properly written, an advertorial or media release could be one of the most powerful marketing weapons in your arsenal. It can disarm prospects’ Marketing Defense Systems and make a solid case for your business. But people can quickly sniff out ads – and the instant they think they’re reading an ad, they’ll tune out.

That means a killer advertorial or media release requires a journalism-based approach, not a marketing-based one.

In addition to my PR/marketing background, I’m also an experienced Toronto Star Award-winning journalist with years of experience in crafting quality articles. I’ve written for large metropolitan newspapers, niche trade journals, industry blogazines, and more. That means I know what people are looking for in a piece of editorial – and I know how to give them what they want.

Here’s what I do better than anyone else: Find the most emotionally resonant parts of a story, capture your unique voice and personality, connect you and your organization to a larger purpose, develop an audience-relevant theme, tease out the most “newsworthy” points you want to make known, and package your story and your message into a captivating piece of editorial that readers love.

Are we a good fit for a media release or PR/advertorial project?

You’ll stand to gain a lot from a Brand Gesture advertorial/PR campaign if you:

  • can provide detailed answers to questions about your life/business/mission/passions/hobbies etc
  • know what makes you tick and like to talk about it
  • want to craft a compelling story about your business
  • understand that a news story is not the place for a high-pressure sales pitch
  • want to leverage the science of storytelling in a way that maximizes distribution

Your story is entirely unique. That’s what gives it so much power. And I can help you tell it in a way that leaves a mark. With a Brand Gesture advertorial or media release, you’ll get a well-crafted, compelling story that resonates with your audience and motivates them to act.

 

Media release/ advertorial samples:

Canadian Brewhouse
Cask & Barrel
Restore
Accelerate Okanagan
Lakeshore Vein & Asthetics
ThroughConversation
Inc Ridez

 

 

Reviews

I was very impressed with the quality of Mike’s work on our FAQ project. He’s a knowledgeable resource who came up with great material for us and positioned it in a well-laid-out way.

Craig Cameron, Content Director, Hockey Canada

Working with Mike has been an absolute pleasure! His dedication to his clients’ success is evident through his comprehensive research into Evolve Design Build’s products and goals. He is professional, articulate, and has a rationale behind every decision he makes. I would highly recommend!

Jules Galloway, Founder, Evolve Design |Build

I’m new to freelance writing and content marketing, and I don’t yet understand how to manage the business side of it. I came to Mike’s workshop, “Cash Fail to Cash Flow”, looking for advice. I’ve attended similar workshops in the past, but usually about 3/4 of the information is irrelevant or information I can’t apply, leaving only bits and pieces of good information to take home. Mike’s workshop was exceptional, because in only four hours he covered the basics on how to find your own brand personality that’s true to who you are, mix in professionalism, and put your brand out in the world without becoming a commodity. All of his tips for achieving success were valuable and doable, and I left the workshop feeling confident that I can have a successful freelance business!

Elina Briezkalne, Best Value Media

You spend years building your brand, and it’s a harrowing and painstaking journey. So when I asked Mike to tackle the brand refresh for the Okanagan coLab (okcolab.com), I had some fears about my company losing the essence of its unique identity.

Mike immediately put my mind at ease: his attitude, his skills and his professionalism blew me away at every stage of the project. He took the initiative to solve problems as soon as they would arise. He shines under intense pressure, and he gave us stellar creative work — on time and on budget. He’s one of the few true experts in the industry.

Since the initial rebrand, Mike and I have collaborated on several other projects. Each time I have worked with him I’ve seen a tremendous impact on coLab as a business, through growing audience engagement, and most importantly, increased leads and sales. I’ve worked with other writers before, but I’ve never seen anything like the results that Mike delivered. He’s also easy to get along with, and working with him is a whole lot of FUN!

If you want to see how brand storytelling and copywriting can help you build a loyal tribe and grow your business, Mike is your guy. I’ve experienced these benefits firsthand. I would highly recommend Mike — and I do so regularly to other business owners!

Shane Austin, Cofounder, Okanagan coLab

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