The beauty of Mark's systematic approach to getting great press is that anyone can use it and be successful. The Media Rules work for the large and the small, business and government, non-profit groups, and political organizations. Individual success stories number in the thousands. And, by the way, Mark practices what he teaches.
Mark Leads By Example
Intel Corporation had a problem. It wanted to reinvest 8 billion dollars into one of its computer chip manufacturing sites, but it couldn't swing the deal without an industrial revenue bond. (An IRB reduces tax liability.) Activist groups called the deal corporate welfare and demanded that Intel pay all taxes. Mark worked with Intel officials on a media plan that created momentum for the project. The complex IRB program was greatly simplified so reporters (and therefore the community) could see that the relatively small tax break on such a huge investment was a great deal. With the strength of positive press coverage the largest IRB in world history passed unanimously. To sweeten the deal, Intel agreed to build the city of Rio Rancho, NM a new high school, and the community got an additional 2,000 high-paying jobs.
Mercy after the Terror
In the aftermath of the terrorist attack on the World Trade Center, Bible teacher and author Lenya Heitzig prayed for a way to help ease the pain. The inspired answer was to produce "Mercy Bands"a silver bracelet remembrance for those who died on 9/11. The idea was to have people purchase bands bearing the name of a single victim. The wearer of the band would then pray for that person's family, in most cases someone they had never met. Mark guided Lenya through the publicity process using the Media Rules. Mercy BAND was featured on ABC's "Nightline" and on CNN. Many major metropolitan newspapers picked up the story, including the Washington Times, the Dallas Morning News, the Las Vegas Review-Journal, New Jersey's Star Ledger, and the Minneapolis Star. Many more news web sites jumped on the story, including that of the New York Times and MSNBC. Lenya also did a large number of radio interviews. More than 40,000 people purchased Mercy Bands.
No Secret About It
When Victoria's Secret Catalogue was about to open up a new call center it needed excellent press in order to attract lots of job applicants. VSC hired Mark to get the job done. In one day he used his media savvy to get the lingerie giant so much coverage on TV, radio, and in print that Victoria's Catalogue was anything but a secret in this new market. More than 3,000 people applied for VSC's 400 jobs.
The "505" Crusade
In 2001 Mark and two other businessmen used the Media Rules to save their state an estimated $50 millionno kidding. New Mexico's public regulation commission (NMPRC) announced it was going to add a new area code to the existing telephone prefix, 505. Astonishingly, the NMPRC voted to change the code in the state's most populous region (the core of business, industry, and government) while allowing primarily rural areas to keep 505. Mark and his partners were not about to allow the politically motivatedand fiscally irresponsibledecision to stand. They formed the "505 Coalition" and used the news media to apply enormous pressure on NMPRC members. Long story short, the 505 Coalition stopped the decision, and now it appears that through number conservation measures a new area code won't be needed for many years. The Media Rules reversed a foregone conclusion, turned the issue into the biggest state story of 2001, and saved a lot of people from paying an unnecessary bill.
Conference Attendees Put
The success stories of people who have put Mark's method to work are too numerous to count. Listed below are a just a handful that span a wide range of media needs.
Political newcomer Heather Wilson found herself in a dogfight as she tried to win a seat in the U.S. House of Representatives. Five days before the election Wilson was about to debate her opponent live on television for the second time. The first debate had gone badly and polls showed she had lost ground. After 90-minutes of one-on-one coaching with Mark, Wilson confidently bested her challenger and turned the dead-heat race into a four-point victory. Nice job, congresswoman.
Small Business, Big Time Coverage
Andres Gallegos wanted national press exposure for his Z-coil shoes, an innovative product that helps relieve leg and back pain with the help of a large spring in the heel. After attending a Media Rules session, Andres landed coverage on CNNfn, among other media outlets.
A Classic Before and After
Managers at Specialty Mortgage were very unhappy after a financial industry trade journal published an article on the company. The story was riddled with inaccuracies. After the company's office manager attended one of Mark's media training sessions she landed a second story in a competing magazine. She followed the Media Rules and was thrilled with the accurate, positive coverage.
Eyes Open to Opportunities
Economic Developer Mark Lautman wanted regional press coverage to create wider awareness for an industrial park he was building on the U.S.-Mexico border. After a short review of materials he received at one of Mark Mathis's conferences he made put some information together and made a few phone calls. A week later his story appeared in the Dallas Morning News.
Not for Profit, but a Need for Press
El Rancho de Los Niņos is a small, non-profit that enables orphaned and abandoned children to grow up together. When the group built its first home with the help of corporate donors the organization wanted some press coverage to reward the contributors and to spark community awareness for future donations. The manager of Los Niños attended one of Mark's training sessions and within a few months won a front-page, Sunday edition newspaper story.