How a Store Chain and a Pop Singer Drove Interest in a Wellness Festival

Kroger and Grammy nominee Jewel, co-founders of the Wellness Your Way Festival, joined forces to publicize the three-day event in Denver through focused promotions

Winner: Dunn Pellier Media

It’s important to see the big picture without forsaking the particulars.

Dunn Pellier Media was tasked with driving 1 billion impressions in total for the 2019 Wellness Your Way Festival (WYWF), a three-day health and wellness festival, co-founded by Kroger Co. and singer/songwriter Jewel.

The attention to both the forest and the trees helped Dunn Pellier Media take home top honors for “Best Event Promotion” in PR Daily’s 2020 Digital Marketing & Social Media Awards.

Because wellness is a universal concern, Dunn Pellier Media emphasized the festival’s accessibility, inclusivity and affordability. It also highlighted—with emphasis geared to the media outlet—Jewel’s commitment to mindfulness, as well as her celebrity status and musicianship.

Overall, Dunn Pellier Media solidified 200 pieces of coverage with 1.51 billion online readership, 5.39 million estimated views overall, and 4.21 million reach on Instagram stories. Top press hits include Yahoo, In Touch, Life & Style, Buzzfeed, Extra, and Fox 31 Denver. (The 2019 event was held in Denver.)

Digital Marketing and Social Media Awards Winner

View More Digital PR Social Media Awards 2020 Winners.

Visit Ragan.com/Awards to learn more about awards opportunities.

*Article credit PR Daily.

*Photo courtesy of Wellness Your Way Festival

 

Public Relations: Your Secret Weapon to Build Your Brand

Read on to Learn How Our Brands Increased Sales In Uncertain Times…

During the stay at home quarantine, our PR clients with wellness brands contributed to a great many media opportunities – from Forbes to Mashable to Fox and NBC. Clients have reported back to us, that the media attention has increased sign-ups for their fitness programs as well as record sales for health products. The clients who invested in having a PR team are benefiting now and so can you! There is a huge spike in media requests for anything immune-wellness related. We are currently doing “short push campaigns” with clients while everyone is adjusting to the “new normal.” With media attention, you and your product will be seen by more consumers reading articles and seeing product roundups than ever before. We are helping businesses just like yours, and we would love to help you gain more sales, signups, and increased recognition with valuable earned media placements!

Our brands used PR to gain brand recognition and increase sales during this global pandemic in a positive way. They took a risk and it paid off.  During this time you may have had to make choices about what you could and couldn’t do with your marketing efforts. We saw the media power that our brands were able to offer to readers and viewers to nurture people in the middle of a global pandemic.   With the restrictions loosening up you may be thinking about how to sharpen your lens and create new PR and marketing efforts to get more exposure for your brand.  We can assure you – through personal experience with our clients – this is one of the best times that you could help your health or wellness brands grow, gain credibility, and increase sales.

From the moment the stay-at-home orders were put in place, we pivoted immediately and went into high gear for our clients. Over the past 12 weeks, our clients with wellness brands contributed to a great many media opportunities – from Forbes to Mashable to Fox and NBC and more – some of them for the first time ever.

Take our client, Dr. Steven Quay. Dr. Quay came to us having invented seven FDA-approved drugs, and he invented his next treatment during COVID-19 that was showing promising results for easing the ventilator crisis. His combination of blood thinners and asthma drugs were presented to doctors to save coronavirus patients from needing intubation. Dr. Quay’s solution was to offer doctors patients more lung function and reduce the need for mechanical ventilation – exactly what the frontlines in NYC needed! With no television experience and a short session with famed media coach Suzanne Sena, he made his national tv debut on Fox News. His goal was to sign up to 100 doctors interested in participating in the clinical trial to get people off of ventilators. An overwhelming response with over 350 doctors signed up after the Fox segment aired!

In addition to Dr. Quay, clients have reported back to us that the media attention has increased sign-ups for their fitness programs as well as record sales for health products. Like Bulldog Yoga. When they originally came to us, one of their goals was to offer 30 days free on the online yoga platform to help people relieve stress through exercise with a workout class of yoga with fun music. On the back end, the virtual workout class program and platform were currently getting about 25 online sign-ups a week before our PR campaign. Within the first two weeks with our services – the number of sign-ups went to 125 a week for this fitness platform!

Client Tropical Oasis reported that their sales increased 4x what it was before the homestay, and this boom in sales resulted in the company investing to buy another factory to help produce more products to help American’s boost their immune health with liquid vitamins!

It is clear that the clients who invested in having a PR team are benefiting now and so can you!

Because of the current landscape, there is a huge spike in media requests for anything immune to wellness related. As such, we are currently doing “short push campaigns” with clients while everyone is adjusting to the “new normal.”  With media attention, you and your product will be seen by more consumers reading articles and seeing product roundups than ever before.  We are helping businesses just like yours, and we would love to help you gain more sales, signups, and increased recognition with valuable earned media placements!

PR is crucial if you want to stay ahead of the rest of the world in normal times, but in these new times, where everything has gone online, its importance has increased beyond measure. Public relations is often the force behind brands that “suddenly” skyrocket into growth. It’s just like those “overnight successes” you may have seen. They may seem like an overnight success, but in truth, they have been working strategically to grow and build their products and brands so that when the time was right, they were the experts to call on. PR positioned them to be those experts. PR is about building that foundation, and we are proud to have helped so many people do that. It is paying off now during these times more than at any other time that we have seen.

But you can’t just pick any PR team. It’s crucial that you find a team that matches your brand and is a good working fit. That way, as a team, you can take a look at the media landscape in the US and the current changes taking place. Relationship building is the cornerstone of public relations. Like any great relationship, the foundation of success is trust.

If you are interested in exploring the possibility of us being a good fit for you and your brand, please email our business development team and talk to Oumy Thiam to set up a call. Also, be sure to check us out on Facebook and Twitter for a full list of the many features we have landed our clients! This is your time – we can help you shine!

 

Want Better PR Coverage?

Leverage Your Relationships.

Are you a small business or brand looking to up your PR game this year, especially now in this new virtual world? Have you been trying to do it yourself without results? Or maybe you’ve gotten some results, but want to kick things into high gear.

If you need a little advice, keep reading.

Here at Dunn Pellier Media, we have over 15 years of television producing experience and 10 years of PR power. We have built television relationships with everyone from the Today Show, GMA, The Doctor Oz show, CNN, CBS This Morning, The Doctors, Extra, and more.

We have booked a variety of print coverage in everything from the NY Times, Wall Street Journal, Boston Globe, Fortune, Shape Magazine, Men’s Health, Good Housekeeping and more…all by developing powerful relationships with the media, affiliate partners, bloggers, magazine editors, TV producers and other influencers that gave our clients the ability to leverage their information which in turn presented them with better opportunities for brand visibility. It all started with introducing ourselves to new contacts.

In short, we have spent the better part of a decade cultivating our relationships with media outlets, and it is truly at the core of our success in PR. And if you want to land coverage in local, national or any media outlet, you would be wise to do the same.

But How?

  1. Don’t Expect Instant Results – it takes time to build relationships. Take the time to build them, cultivate them, and honor them.
  2. Choose the Right Relationships – if you build a relationship with an editor, producer, or journalist who doesn’t write about your particular topic, it’s a waste of both your time. Find out who is in your particular field, and build relationships with those people.
  3. Show Some Personality – let these editors, journalists, and producers see the real you, not just some generic, robotic version of what you think you need to be in order to get published. Authenticity reigns supreme.
  4. Start a Conversation on Social Media – don’t stalk these people on social, that would be weird. But do follow their posts and get a feel for what they like to feature. Comment on their posts, and even share their posts on your social feeds if you feel compelled to do so.
  5. Stay in Contact – offer to bring them their favorite coffee. Send thank-you notes if they’ve featured you or done anything nice for you. Stay top of mind so that they remember you when something that fits your niche comes up.
  6. Help Them Solve a Problem Their Audience Has – your business isn’t as exciting to them unless you tie it to a problem their audience has or some current event. Then it becomes gold. Find out how to position yourself in this way.
  7. Do the Research and Stay on Top of Connections – if you pitch them something they don’t tend to feature, they’ll know you didn’t do your research, and they’ll also feel like you didn’t respect their time because of it. Don’t make that mistake.

We know, it’s a lot. We never said building and maintaining relationships was easy! But it’s truly at the heart of our PR strategy, and why we’ve had such great success with getting our clients featured on TV and in print. If this sounds exhausting to you and you’d rather we do this for you, send us an email and we can set up a time to talk about your PR goals. To check out our clients, past and present, visit our Facebook Page or Twitter!

Check out some client WINS this week:

Client Travis Eliot from Inner Dimension TV, Explains Why Stretching is Important Now More Than Ever! on PopSugar


You Don’t Have to Be Able to Touch Your Toes to Master These Stretches with Bulldog Yoga’s Tessa Jenkins on PopSugar

Client Dr. Louis Ignarro, The Nitric Oxide Gas Inhalation Therapy for Mild/Moderate COVID-19 Infection clinical trial in USA Today
Tame Hair With These 9 Running Headbands – Client TreadBands in Runner’s World

Whatever you decide, we wish you the best of luck, and cannot wait to see you shine!

Your PR Questions, Answered!

You Emailed and Asked…Nicole, How Do I Find Value in a PR Campaign?

The thing about PR is that you decide what the value is to you or your brand based on your earned media placements.

As a publicist, I know when you don’t value what I do.  I also know that you probably don’t understand how PR works and how I spend my time reaching out to media contacts on your brands behalf.  After a series of months of pitching and following up results come in.  I find that the clients who don’t understand how we spend our time are the one’s who can’t seem to find the value in PR.

If you are not being featured in a story or a TV segment, its likely that your competition is.  And your competition is likely either working with a PR team or they are doing their own PR to get coverage.  So what happens after you land an earned media placement? Your article comes out or your segment airs.  Do you know how to value and quantify the measurements of the earned media placement that you or your PR team has garnered for you?

Value in PR can be quantified and defined for you or your brand in many ways – depending on the person, team, expert, brand and feature or segment.  You can then asses the value of PR using a variety of available metrics.

1) Website visitors attracted by an earned media article
2) UVM’s from online articles (Unique Visitors Per Month)
3) Impressions
4) Viewership from the station/show where you booked your segment, market placement
5) Shared stories and re-tweets

General rule of thumb. If you get any media placement – you in turn earned incredible value.  Think about how lucky you are that you were featured.  I look at it this way – reporters, journalists and editors get pitched 100’s of times per day. Its a big deal that your story, headline and email pitch was opened and read and responded to with interest.  To get a placement is a big deal.

Last year, one of our clients had a book out and we booked a TV segment in Los Angeles for them.  Los Angeles is the #2 TV media market in the US.  This client exclaimed that they didn’t know the value of why they were doing the segment.  I was perplexed.  They had a book they needed to promote.  They were going to be on air in the #2 market.  They had to fly in to LA.  They were tired. They were overwhelmed.  They were short with us.  They were still building their brand and their name in the media. But they were building relationships with the media.

You see, I can help you see the value for doing this.  But I can’t convince you that you should do this.  I just know why you should.  I know how it will raise your credibility and your profile. I know how hard I worked to book that segment (many months).  I also know how hard I have worked to keep that relationship in tact and to continuously bring the producer amazing experts and brands.

Once we pitch you – and the media bites and we book you – you need to follow through.  Don’t decide at the last minute that you don’t seethe value or a reason to fly in to do 4 minutes of air time. If you don’t do it, your competition WILL. I should note that we are not breaking up our long term media relationships so that you can change your mind.  I will find someone else to take your place because I don’t want to ruin my reputation.You hired us for a reason and that was to build your credibility, relationships, partnerships and more…

When hiring a PR team here are some things to keep in mind so that you can gain more value from the partnership:

1) Your PR firm has a wide array of media relationships they have spent years building.  When you get a bite from an outlet, editor or journalist be quick about responding in a timely matter.  Ask necessary questions about the placement up front.

2) Ask to be updated on a weekly basis on everything your PR team is doing to get your brand out there.  If you have questions about the direction or the value of the outlets or placements this is the time to voice how you feel.

3) Be an active partner in weekly or biweekly team check ins to ensure your goals haven’t changed/to reassess your goals depending on what milestones you’ve been able to reach since signing on (aka the plan changes as you change).

4) Figure out the best way you can communicate with your PR team.  Some people like calls, emails or texts – decide what works for you or your team.  Make sure your PR firm addresses your concerns immediately as they come up (rather than waiting for the weekly meeting if it’s that important).

5) Consistently update your PR firm on story, message, tips and more so that you make it easier to land placements.

6) Be thankful and grateful for every media placement.  You are lucky to have them.  If you feel so inclined – send a note to the editor or producer thanking them.  They might even feature you again!

A client once asked me to book only television.  So our team worked to get tv placements.  They then complained that the #2 market and two National Show placements weren’t good enough for them.  I was horrified that they thought that it wasn’t good enough, since most brands I know would be over the moon about them.  If you think about the ad time for the brand for two earned media (free placements) those National show placements alone equaled $500,000 dollars of paid air time.  To me that was a win, a BIG Win.

I hope that you can gain a new understanding and awareness about how to value your PR and your placements.  The fact that you were chosen over hundreds of other pitches and stories is a big deal.

Effective Communication & PR

How to Create Winning Communication Strategies to get the Best Results from your PR Firm

You have an amazing product or brand,and you have gotten some initial PR for the brand and you have taken it as far as you can on your own. You have a PR budget, and you are finally going to let someone else take the reins: you are going to hire a PR firm. Congratulations!This can be a very exciting time, and it should remain that way for the duration of your experience as a client with any PR firm. Unfortunately, that’s not always the case for a lot of clients that seek and enter into a PR relationship.  Good PR takes time. It takes time to lay the foundation, to build the brand for the client, to make connections and build relationships.

How does a client know what the PR firm is doing behind the scenes if they don’t see immediate results? If you don’t know what they are working on, you probably haven’t established a good way to communicate with each other as a team.   In my experience over the last ten years in PR, communication and relationship building is everything in this business.

Bar none, when our firm takes on a new client who has left a PR firm, one of thebiggest complaints is that the client didn’t feel like they mattered to their previous firm. The firm was big, they felt like they got lost in the shuffle, and there was no communication. There were no bi-weekly calls, which effectively gave them no insight as to what progress was being made for the client.  Understandably, this created frustration for the client. Eventually, their frustration caused them to ultimately leave the firm.

When they come to our firm, they get open communication. We find the best methods that suit their team, so we can work fluidly for them. Some teams like email, others hate it, some like an update sheet – others prefer a phone call with you going through that sheet.  You get the idea. We explain to our clients how we work and what they can expect from our team.  We talk about how long they can realistically expect to wait before they get the big bookings.  We realistically talk about how long it takes to build credibility in the media world. We have set bi-weekly calls with clients to be able to share with them what we have done that week to get them seen, and what we are planning for the upcoming week. If they have any concerns, this is also an opportunity for them to voice those, and for us to address them. If they have any ideas or updates on their product, they can also share that on these calls as well. Additionally, we keep an open Google document that we update daily so that our clients can see in real time what we are working on.

Our job as their PR team is not simply to communicate openly and frequently with them, but it’s also to communicate the way that they prefer to be communicated with. So it’s important for you, as a client, to know what kind of communicator you are. Besides just the phone and emails, are you more visual or literal? How do you use communication as a tool in your life? According to this article from LifeHack, there are six main types of communicators:

1. Reflective – you use communication to bond with others.
2. Magistrate – you analyze, and are very direct and persuasive.
3. Noble – you are a practical type of communicator. You are focused and direct.
4. Candidate – you are diplomatic and easy to talk to.
5. Socratic – you are very detailed and are a good problem solver.
6. Senator – you are a strategist. You use communication to move your goals forward.

What type of communicator are you and what does this say about you or your team? Recently, we had an account that we realized was terrible at communicating, period.  And we couldn’t figure out just what type of communication really worked for their team.  We tried setting up standing calls, we emailed, we picked up the phone to try and get someone – anyone on the line…Well, as the Universe would have it – it delivered a big hit for a major morning show.  We let them know we needed an answer within 24 hours.  Again, we called, we emailed…  Two weeks went by and then – they emailed us to let us know that they had everything in place for the segment!  Guess what?  The big morning show opportunity came and went. Had the client just picked up the phone and let us know that they didn’t have the expert for the host and the location we could have communicated to our contact at the morning show as to not ruin the relationship we had worked so hard to build for them.  And just maybe we could have created another date or something for them down the line.

One of our biggest accounts has been one of the best working and communication experiences that we have had in the duration our firm has been a firm.  I personally feel that it’s partly due to their lifestyle (seeing that the company is in Hawaii) and the way their team communicates and vise versa. Always on time for our calls, responds to emails immediately, answers the phone with a smile, active listeners, they help get us things fast like content when we need it on the fly, brainstorm with us when we get a bite from media, discuss things that worked and didn’t, they get personal, they are open to feedback, they are specific, they ask for clarification when necessary, they love our ideas and we could go on and on. Folks, we have found a communication gem. Not to mention a stellar team all around from marketing to sales to production.

Whatever the case, it’s important for both PR firms and their clients to know their own communication styles so as to keep the relationship a working one, and so that the client never feels lost in the shuffle or second to a bigger paying account. When a client spends budgeted money with a PR firm, it is our job to help them reach all of their media goals and dreams.  Remember that a PR Firm can’t do that if your team can’t communicate and work together to find the best methods of communication.

So, if you’ve been working with a PR firm and not getting the results you want, the only question left to ask is this: Could your communication use a tune up?  We’d love to hear all about your communication strategies for your team.  Tell us what’s working for you!

The Great American PR Debate: Finding Hope for a New Beginning on Inauguration Day


January 20th is fast approaching. And it seems like half the country is looking hopefully toward it, while the other half seems to be scrambling to find a way to turn back time. From what we read about in the press the American people are excited but anxious at the same time.

We here at Dunn Pellier Media choose to be positive and hopeful about creating our next chapter. We accept what is, and pledge allegiance to our country no matter its leader, no matter our political biases. Because like all inaugurations that came before this one, it marks the start of a new beginning.

No matter the leader, as citizens of this country, and us specifically as the keepers of news and media, we have a responsibility to use our voices to lift others up, no matter how different ours and their views may be. And indeed, every time we use our voices, we are engaging in Public Relations. So it’s very important for your message to be on point.

You may have caught the highly publicized and controversial speech delivered Meryl Streep at the Golden Globes earlier this month. Some viewed it as an attack on our new president, and others agreed with her. Whether or not you agree with Meryl Streep, it spread like fire through television, social media, and the internet.

How amazing that we have a PR battle of good and evil happening right before our very eyes! And the great thing about it is that you get to decide which is which. Who is the evil party? Who is the do-gooder? How interesting that it’s completely dependent on your values and perception to decide which is which.

We here at Dunn Pellier Media want you to get off to a great start in 2017. An Inauguration is really just that: a new start, a new beginning. It’s one of the things we admire so much about this country. No matter how bad things get, we always come out better than before.

So how can you look at your own life, at your own PR needs, and use this inauguration not to tear others down, but rather, to lift others – and yourself and your business – up?

We have seen the power of PR help to elect arguably the most controversial president in our history. So how can you harness its power to help you achieve your own goals?

Public relations can assist in expanding your message and expertise. It raises awareness for brands, and it builds relationships that run deep.

Our approach with our clients is to target the audience directly or indirectly through media with an aim to create and maintain a positive image and create a strong relationship with the audience. We understand that Public Relations will help you to maintain a positive public image for your brand which in turn will help create a strong relationship with new and existing customers. You aren’t building sales campaigns, you are building relationships.

So how can you harness the power of PR for good this year? How will you build positive relationships with the public? How will your new start incorporate the good and the great of public relations to build the brand you’ve always wanted to build?

If you need help answering those questions, we are here. We will always be here. And we will always have your best interests and long term vision as our top priority.

Dunn Pellier Media, Inc.

The Premiere Health and Wellness PR Agency Worldwide

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