Value of Earned Material Handling Media | Handle More Business Episode 8

Earned media can do what ads never will: turn a third-party editorial placement into instant credibility, long shelf life, and real sales conversations. If you work in material handling marketing and want to understand how to land trade coverage that moves the needle, this episode shows you the playbook. Host Ashton Maxfield is joined by Kirsten Brundahl, VP at Master Plan Communications, and Big Joe Forklifts Marketing Director Alyssa Stephens, for an expert conversation about the value of PR in an industry where trust matters more than noise. They break down how a strategically timed cover story in Modern Materials Handling came together, why it mattered that the feature was centered on a real customer story instead of a brand ad, and how editorial calendars, consistent relationships, and the right data made the placement possible. You’ll discover: • Why a cover story in a trusted trade publication carries more weight than paid media • How to build media relationships that lead to coverage over time, not just one-off pitches • Why editorial calendars can make or break your timing • The exact kind of data that turns a story into something editors and buyers care about • How Big Joe uses earned media beyond publication day, from sales decks to dealer conversations Kirsten shares what it takes to be a trusted resource for journalists, including why follow-through is the foundation of strong media relationships. Alyssa explains why the Big Joe feature created credibility that an ad simply cannot buy, how the story helped validate the move from internal combustion to lithium, and why the shelf life of earned media can stretch far beyond a single issue. This episode also tackles the bigger question many marketing leaders face: how do you measure something that is not a paid campaign? Alyssa also shares practical advice for teams who want to get started with earned media the right way: start with the data, find a customer willing to go on the record, and commit to the long game. Essential listening if you want to turn PR from a nice-to-have into a real growth channel. MPC is committed to releasing a new episode that share’s insights into material handling marketing on the Third Thursday of Every Month.