Consumer PR – Position Your Brand as Consumer Segment

By Marta Majstorovic

ABC 7 is the most watched news channel in the tri-state area, with more adult viewers – ages 25-54 – watching the “Eyewitness News at 6,” according to WABC’s website.

7 On Your Side with Nina Pineda is a highly promoted consumer segment that runs inside of their afternoon newscasts.

Last week, our digital healthcare client was featured in a 2-minute segment that educated viewers how this mobile tool can save consumers money on prescription drugs.

Pineda told viewers how they can use the mobile app to locate pharmacies and price compare in their neighborhood. She also talked about how easy it is to use and how useful the free mobile app. The reporter even interviewed a pharmacist who talked about how this mobile app is helpful for people who buy generic brands.

Healthcare PR – Position your Brand as a Consumer Product

Consumer segments like 7 On Your Side are a great vehicle for promoting your product or service, especially if you are trying to reach consumers. Typically, these segments educate consumers on how to save money or protect themselves.

In addition, viewers give more credibility to these types of news segments because they are advocacy based, providing tips and advice for consumers. Unlike a commercial that blatantly pushes a product or service, the On Your Side segment is programming that consumers look for and watch.

A 7 On Your Side is a trusted brand that consumers will consider buying or using after watching this segment. It’s also more credible than advertising alone.

Nearly every local market has some kind of “On Your Side” TV segment. This provides new opportunities to position your brand in different, targeted local markets.

A recent survey by Pew Research Center showed that consumers trust local news more than any other news source.

If you are trying to reach consumers directly, Macias PR can help position your brand or product in segments like 7 On Your Side. The founder of Macias PR, Mark Macias, was a producer for 3 On Your Side in Phoenix and has experience producing these types of segments. It’s an editorial advantage that can give your media campaign an edge.

Click here to watch the 7 On Your Side story.