Media Hypnosis: Unleashing the Most Powerful Sales Tool on Earth [Hardcover]

Lonny Kocina (Author)

Book Description

Publication Date: August 30, 2002

Could you be missing out on the most powerful sales tool on earth? Read Media Hypnosis and find out how you can have reporters selling and branding your products within weeks.

PR is cheap; it's a powerful selling tool; yet almost no companies use it to advertise their products. Why is that? Media Hypnosis: Unleashing the Most Powerful Sales Tool on Earth explores the reasons many companies, just like yours, needlessly miss this wonderful selling opportunity. And surprisingly, the culprit keeping you from all this valuable media coverage may be the PR industry itself. Lonny Kocina, the author, owns and operates Media Relations, Inc., the largest Pay-Per-Interview PR firm in the country. What you will read in his book comes from practical experience and can be applied immediately to your marketing.

Editorial Reviews

From the Author

Every day there are reporters somewhere who would write nice stories about your company and its products if they only knew you wanted them to. These stories would probably outsell your ads. I know this strategy works because my staff of trained media professionals at Media Relations, Inc. has arranged tens of thousands of news stories that have promoted a wide variety of products and services.

About the Author

Lonny Kocina is founder and president of Media Relations Inc. He has led the company to become the top performance-based public relations firm in the country since its inception 15 years ago.

Previous to founding Media Relations, Kocina held the position of marketing director with Investment Rarities Inc., a precious metals investment company with over $2 billion in sales.

While at Investment Rarities, he learned the discipline of direct market advertising and was responsible for implementing multi-million dollar marketing campaigns. It was through this position that he learned about the selling power of news stories, which served as the catalyst for starting Media Relations Inc.

Kocina founded Media Relations with a unique pay-per-interview structure, meaning that clients pay only for media coverage they receive. Since the company started in 1988, it has grown to serve over 1,000 businesses globally. MRI’s services have expanded to encompass other aspects of long-form marketing and communications, including publicity, Internet and consumer expos.

Product Details

• Hardcover: 183 pages
• Publisher: Mid Amer Events & Expos Inc (August 30, 2002)
• Language: English
• ISBN-10: 0965716643
• ISBN-13: 978-0965716642
• Product Dimensions: 8.6 x 5.5 x 0.9 inches
• Shipping Weight: 15.2 ounces (View shipping rates and policies)
• Average Customer Review: 4.4 out of 5 stars  See all reviews (7 customer reviews)
• Amazon Best Sellers Rank: #2,933,467 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

3 of 4 people found the following review helpful:

5.0 out of 5 stars A Review by a Hypnosis Instructor, November 15, 2002

By 

Roy Hunter (Federal Way, WA United States) - See all my reviews

This review is from: Media Hypnosis: Unleashing the Most Powerful Sales Tool on Earth (Hardcover)

Did you know that people can be hypnotized while watching television? Did you know that what your conscious mind does not filter out may actually be accepted by your subconscious just as though you were receiving hypnotic suggestions?
If you are either a business owner or a manager involved in sales or marketing, you owe it to yourself and your company to read a copy of Media Hypnosis by Lonny Kocina (Mid-America Entertainment Inc., 2002). Imagine how the power of the media, properly used, might benefit your business.
We are entering a new era that makes traditional advertising costly and obsolete for most businesses. Even though TV and radio may have a hypnotic effect on people, increasing numbers of viewers and listeners are trained to filter out traditional advertisements...yet many people accept news stories as truth.
While the author effectively discusses the hypnotic effect of the media, he exposes the obsolescence of most commercial advertising. He also explores the history of the public relations industry, and competently explains why the PR industry must change with the times. Instead of placing costly ads for clients, a good PR professional will develop news stories and press releases that inform the public about a client's products and services.
This is where the author's company, Media Relations, shines brilliantly! His firm is a public relations firm, and his book provides vital information that any business owner or manager needs to know before hiring a public relations firm. Yet unlike traditional PR firms who charge by the hour, the author believes that a truly effective PR firm should charge only for results.
Once you develop a good PR campaign, be aware of the fact that your news stories may be entering the subconscious minds of many viewers and listeners while they sit in a hypnotic trance. As a certified hypnotherapy instructor (and author of two hypnosis texts), I agree with Lonny's opinions regarding the hypnotic effect of the media.
As a small business owner myself, I wish that a copy of Lonny's book could go back in a time machine to a younger version of me! Some years ago I hired a PR firm, only to pay thousands of dollars for promises without results. They did manage to place a few ads for me - which resulted in an avalanche of telemarketing calls from numerous advertising agents trying to sell me more advertising space. Does this sound familiar?
If you've wasted any money at all on non-productive ads, Media Hypnosis is a must read! In fact, I believe that his book may change the entire PR industry.
Roy Hunter, M.S.
Author of The Art of Hypnosis (Kendall/Hunt Publ., 3rd ed. 2000)
Author of Master the Power of Self-Hypnosis (Sterling, 1998)<

5.0 out of 5 stars Media Hypnosis: Unleashing the Most Powerful Sales Tool on E, October 10, 2002

By A Customer

This review is from: Media Hypnosis: Unleashing the Most Powerful Sales Tool on Earth (Hardcover)

I read this book in one afternoon, and plan to pass it on to other business people I know. Lonny Kocina's ideas make a lot of sense, especially given today's economy. It's time that someone offered alternatives to the types of advertising and PR campaigns that don't live up to their promises.

3 of 5 people found the following review helpful:

1.0 out of 5 stars Blah...., March 5, 2003

By A Customer

This review is from: Media Hypnosis: Unleashing the Most Powerful Sales Tool on Earth (Hardcover)

This book is diluted full of misconceptions and premonitions by the author. It's curious to see that someone knows how the media works, despite never having set foot in a news room.

Public relations is a powerful tool. However, media relations is only one very small part of it. The author needs to go more in depth on intricate parts of public relations. And the fact that the company (I went to their website) makes more than 30,000 phone calls a month sounds like the OJ Simpson legal defense strategy (throw spaghetti on the wall and some will stick).

I like the concept, but the book --- blahhhhhhhhh.