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Any Press is Good Press?

Any Press is Good Press?

We’ve all heard the phrase “any press is good press,” but is this really true? We think not. Case in point, the story of “Sarah Hanson,” or shall we say Steinar Skipsnes. We first stumbled upon this tale late last week and couldn’t wait to cover this topic. At the time, GeekWire reported that 19 year old college student, “Sarah Hanson,” was auctioning off 10 percent of her future income accumulated over 10 years on to fund her startup, Senior Living Map, with the winning bid totaling $125,000.

Initially, we thought this was a novel and noteworthy alternative to crowdsourcing, but new developments have caused us to change courses.

Since the story was originally released, Seattle resident Steinar Skipsnes has revealed that “Sarah Hanson” was merely a figment of his imagination, a hoax that he created to build buzz for his startup. Skipsnes claims that he did in fact create a search engine called Senior Living Map and fabricated a new identity to get people talking about it. If that was truly his end goal, then he certainly succeeded, but if he wanted to raise funding for his business, he may have shot himself in the foot.

This brings us to an important lesson. When you are trying to get your business in the news via a press release or a notable action that will draw media attention, you must clearly define your goals that you want to achieve for your press coverage. As with any marketing tactic you adopt for your business, you must have a target to aim at in order to accurately measure success, or else you’re merely grabbing at straws.

Before you start drafting up a press release or launch a highly publicized media stunt, ask yourself the following questions:

  • Am I just trying to get people talking about my business or do I want to make sure that buzz turns into business?
  • If this action is not well received, will it have an adverse effect on reaching my end goal?
  • How will my key stakeholders react to this action?

If you are simply trying to get your name to pass the lips of the masses, then the saying, “any press is good press,” certainly holds true, but if you’re more specific in defining goals for media coverage you should aim for a targeted approach.

Need assistance developing and implementing a winning media strategy for your business? We’re here to help! Reach out for a free consultation today.
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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office