Have you ever wondered how businesses, organizations and people get their stories featured in the news? Who coordinates these interviews — and why do some entities seem to get more attention than others?
The answer is public relations or “PR,” which involves the professional maintenance of a favorable public image. While there are many facets of PR, like content development, ad buys, social media strategy and event planning, one of the most desirable components is earned media placement. And that’s where Take Shape PR really shines.
Take Shape PR founder Susanna Kalnes has an innate ability to draw out the most compelling stories from a person or business and brilliantly translate them into media-worthy headlines told by top-tier journalists across the country. This process of earned media relations has become second nature for Kalnes, but she doesn’t take it lightly — and she is not in the business of wasting others’ time and money.
Kalnes partners with businesses, agencies and individuals to ensure their messages are accurately communicated, while also providing useful, timely, and relevant material to journalists and their audiences. This balance is the key to success time and time again.
Why do I need media coverage?
Unlike paid advertisements, an earned news article or broadcast interview involves no monetary exchange between the media outlet and the entity. This third-party endorsement from journalists speaks volumes to the public about a brand’s relevance and newsworthiness.
Additionally, media relations can create brand awareness, drive sales, and influence public perception over time. But this process shouldn’t be done on a whim if it’s going to be successful. There is a lot of planning and training involved to ensure the end result is aligned with a company’s overall marketing strategy.
About Susanna Kalnes
With 15 years of experience in media relations, Kalnes has worked with notable brands across major industry verticals from financial services and architecture to medical/dental and consumer packaged goods. While all of these industries have helped shape her experience, she has acquired a special passion for companies and organizations within the lifestyle space.
In 2012, Kalnes launched Take Shape PR and has worked with large businesses and household brands such as Harley-Davidson, Smoothie King, Sunwarrior, and the Environmental Protection agency, as well as numerous mid-sized companies and nonprofits.
Take Shape PR services include facilitating earned and paid media relations, content development, spokesperson training and more. If you have a story in the lifestyle arena and are interested in learning more about these services, please click here.