Media relations and advertising

MEDIA RELATIONS: the promise and peril

Because of the digital revolution, organizations can reach customers directly through the Web, e-mail marketing and social media. However, traditional media may still have a role to play in your marketing efforts. TV news, newspapers and radio can provide third-party endorsement of your brand and increase visibility.

However, dealing with the media requires experience and skill. From getting through the gatekeepers to encountering hostile and even uniformed journalists, you need an experienced guide.

Roy Harryman has 20 years of experience as a professional journalist for mainstream and business-to-business media and understands the potentials and perils of the press.

He has successfully interacted with TV and radio, producers, reporters and editors to bring dozens of client stories to mainstream media.


Traditional paid-advertising still makes an impact. It's advantages are that you can plan it, budget it and control the content. It's important to consider:

  • Which form of advertising will reach your target market (billboards, radio, web ads)?
  • Is there a way to evaluate the effectiveness of the ad campaign?
  • Is your budget adequate to make an impact?

We can also plan your social media advertising (promoted posts) campaigns.


This campaign used simple, engaging questions to connect with motorists at high-traffic locations during their commutes. The URL would direct them for more information. Billboards were complemented with wallet-sized print invitations. 

The "I Am Church" campaign had the goals of (1) Introducing the church to the community (2) Helping the community understand that church members were their friends and neighbors (3) Helping people to see that church members were much like them and shared common needs, goals and values. The campaign used billboards, newspapers, the web and print invitations. The URL is no longer associated with the campaign.