Publicity: Putting It All Together: What We Do

Publicity: Putting It All Together: What We Do

Welcome to Woewoda Communications!

On March 15, 2016 the New York Times published an article titled “2 Billion of Free Media for Donald Trump”.  In that article, data was presented that showed presidential candidate Donald Trump spent 10 million dollars on paid advertising but generated almost 2 billion dollars in free media coverage.  The same article revealed that candidate Hillary Clinton spent 28 million dollars on paid advertising, but her campaign secured ¾ of a billion dollars in free media coverage.

According to the same article, two GOP candidates, Martin O’ Malley and Rick Santorum spent 0 dollars on paid advertising but received 15 million and 12 million dollars respectively.

After reviewing the entire article, we calculated that all 17 U.S. presidential election candidates spent a total of 276 million dollars on paid advertising, but secured 4.139 billion dollars worth of free media coverage.
4.139 billion > 276 million

For this entire group of U.S. presidential candidates free publicity outpaced paid advertising by a ratio of 15 to 1.

Ratio: 15:1

Much like the presidential candidates and their campaign managers, we at Woewoda Communications understand the value, cost effectiveness, leveraging power, and other enormous benefits of receiving free media coverage.

For 14 years we have been working in the PR industry designing and managing publicity campaigns that have generated free media for our clients. With over 14,000 journalist and media personnel  in our private data base, our clients have been able to secure free publicity from sources  in Canada, the United States, Europe and Asia;  coverage in television, radio, newspaper and magazines interviews.
Today, our corporate structure allows us the flexibility to create publicity campaigns for  entrepreneurs, professionals, academics, special interest groups, politicians and business executives who wish to increase public awareness of their product, service, brand, company, profession, industry, cause, opinion or expertise.  

This flexibility also allows us the unique opportunity to represent clients across a wide spectrum of  interests: health & wellness, legal & finance, sports &; leisure, arts &a entertainment, tourism, travel & hospitality, technology & design, beauty & fashion, social, environmental  & public policy, and literature.

Our own internal research shows that every publicity campaign consists of 3 major components and 76 key variables.  With this knowledge, we are able to design campaigns that will take advantage of free media in the 5 different media platforms – traditional media, digital media, online media, new media and social media.

By designing campaigns with a focus on securing interviews, article submissions, op editorials, photo ops, publicity tours, event planning, outreach initiatives, guest speaking engagements, signing sessions, news conferences, press releases, media kits and media training we not only generate an initial “buzz” for the campaign itself, but we also lay the foundation for the campaign’s primary message to collaborate with the various communication mediums that make up the 5 different media platforms - a collaboration that allows for the campaign’s message to grow exponentially and to be heard by a larger and diverse audience.

Once the campaign is in full swing we track the number of times your message was mentioned within different platforms. Some of the platforms include television, radio, magazines, newspapers, blogs, forums and social media.

We also record any radio or television broadcasts, collect press clippings from any print publications and collect data from online information sources that discuss your message.

These entries which we refer to as “clippings” are then complied into monthly reports and are presented to you along with the circulation and impression numbers of each source. The reports also have the option of providing you with the estimated dollar value of free media coverage obtained within the same reporting period.

In 2016, 17 U.S. presidential candidates received 4.139 billion dollars in free media coverage while spending 276 million dollars in paid advertising.  Each candidate understood the cost benefit, value, influence, and leveraging power associated with receiving free media coverage.

You can too!
If you are in the market looking to receive free media (or earned media) for your message, then please feel free to give me a call, as I would be more than happy to sit down with you to discuss the inherent value of publicity and/or to show you our portfolio of successful  publicity campaigns and/or media placements.

I thank you for your time and consideration.


James Woewoda,
President& Senior Publicist
Woewoda Communications
Vancouver, Canada


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