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Health & Fitness

How a Boutique New York PR Agency Launched a National Brand. A Study in Breaking Down Barriers

The challenge was to take the news about Zestra Essential Arousal Oils, a newly introduced health and wellness product offering pleasure to women grappling with the lack of sexual satisfaction into the spotlight while facing the taboo of women’s sexual issues allowed in the news.  While male versions of these products such as Cialis and Viagra commercials saturated the airwaves on major networks, Zestra’s requests for airtime were consistently denied because the product targeted women’s sexual needs.

How to find a way to make the Zestra message heard when the double standard in acceptance seemed insurmountable?

Diane Terman PR, an agency located in New York City that has successfully represented several well-known brands, made the problem part of the solution, exposing the inequality between the genders in national media.  By making news from news, Diane Terman PR knew that spreading this message was instrumental to Zestra becoming leading the brand in the arena of women’s sexual health.

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By strategically placing an article detailing Zestra’s plight in the business section of The New York Times, they secured additional nationwide media coverage in print outlets such as The Miami Herald, The Star Ledger, The Record, The San Francisco Chronicle and Women’s Health Magazine. TV news personalities from Barbara Walters, Whoopi Goldberg, Fran Drescher and Kathy Lee & Hoda openly discussed women’s sexual concerns and the Zestra solution.

Followed by the lead story on ABC’s Nightline and segments on CBS This Morning, The Today Show, Entertainment Tonight, and The View, doctors and leading sexual health professionals began speaking directly to women about their options for sexual dissatisfaction on national talk radio, TV talk shows, including the Lifetime TV network and through social media.

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Celebrities such as reality star and famed “momager” Kris Jenner, soap opera star Jackie Zeman, a.k.a “Nurse Bobbi” on General Hospital and sitcom star Fran Drescher were among the leading celebrities Diane Terman PR recruited to help promote Zestra. They also organized Men’s Panels filled with high-powered relationship experts and sexual health professionals to offer their perspectives on women and sex.

This catapulted Zestra into a nationally known brand, thus helping women break their silence about their sexual concerns.  The bottom line: The number of retailers distributing Zestra doubled as did the sales on their website while setting record number sales at Wal-Mart.

Diane Terman Public Relations is a PR firm in New York City with a reputation for smart and savvy business-building strategies to help their clients prosper. One-of-a-kind “insider” connections give clients instant access to an impressive network of influential power brokers, media contacts, and press. Visit their website at dianetermanpr.com or call them at 212-744-6055. 

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