Our philosophy on public relations is to effectively and proactively manage the flow of information between your organization and your consumers, clients, employees, customers, and the general public. We facilitate and manage the media, not allowing the media to manage your organization. Public relations initiatives focus on exposure in credible third-party outlets, offering a third-party legitimacy.
A strong public relations program can help maximize your marketing budget, working in tandem with your overall marketing plan.
Marketing Research + Support
Market research is a way to get answers to important questions before investing a lot of time and money creating a new product or service. Our capabilities also include focus groups and surveys.
Public Relations Planning
Our first step is to create a plan with goals and objectives. Define the target audiences and the target messages. Plan how your media relations program will integrate with your entire marketing communications programs. Establish in advance how you want to measure the success of your program.
A press package is the foundation of any media relations program. We typically have a series of stories, key facts and figures, history, and two or three stories on current trends and issues. It functions as instant background material when a story arises.
Develop Media Lists
The shotgun approach (sending your news to every outlet/broadcaster/publication in the country) is not the most effective way to reach your target audience. We take the upfront time to research and refine a custom media list for each of our clients. It’s paramount to deliver your story to the right people, in the right format to the right media, to ensure successful coverage. News wires are also valuable in getting your message out to a wide audience.
We will continually develop brief press releases on such topics as promotions or hiring of key employees, new products, community involvement, and many other things that are news worthy. These typically result in one- to two-paragraph stories in publications, and keep your name in front of the target audience.
“Trend” Press Releases
These are usually the most valuable to the news media, and will help you establish a reputation as a source. These are about developing trends in your industry and contain information that would otherwise be difficult for the media to obtain. They position you as the expert in your industry.
Feature Story Releases
Although a feature story must be newsworthy, in the broad sense of the word, it is also timeless. It can run in today’s paper or tomorrow’s or next week’s. Feature stories are often called “evergreen” for this reason – it’s always fresh and will not fade. Unlike a news story, a feature can have a point of view, an “angle”, and is often longer than a hard news story on the same subject.
B-roll or Video News Releases
Background video tapes will help get your story on television. Again, they are most useful when a subject is difficult or inconvenient to film. We can also do a complete video news release (VNR) when there is an important announcement, or simply have background footage available for various television stations to put together their own stories.
Media Training for Spokespersons
Spokespersons should be immediately available and trained in how to work with the media. The media usually wants to speak to an authority in the field, not the public relations person, for in-depth stories. The role of the public relations person is to facilitate the selection and training of an appropriate and available expert. Media training can range from a brief 15-minute coaching session to two-day, videotaped seminars including practice interviews.
Special events can be held to introduce new products, bring attention to an organization or individual, make an announcement, or spotlight something very visual that cannot be communicated via a press release. However, it is just as important to provide the media with background material – a one page release, copies of statements made, information that will help them write a good story, product samples, souvenirs, etc. And, as with press conferences, follow-up is crucial. Often the press will not cover an event itself but will use it as a “news peg” for an advance story.
PR Campaign Measurements
One way to create news is to conduct a survey and report the results.
Surveys are most helpful when you can use numbers to make a before and after comparison. They can be used to gauge the knowledge of your audience on your products or services or to determine the effectiveness of your PR campaign. In any case, they should always be short and specific. These days, surveys are not just limited to telephone or direct mail. Using the Internet to conduct a survey can provide quick feedback at minimal cost.
Crises are not always necessarily bad. An emergency or controversy may give you the opportunity to reach large numbers of people with your company’s perspective. Good or bad, a few things are key in handling crises. Advance preparation can turn a rough situation into a smooth operation with the best possible outcome. Have facts & figures ready, make sure spokespeople are well briefed and trained to deal with media, know the media and how to reach them off-hours so that you can proactively address concerns. “No comment” is often the worst comment implying evasiveness or guilt. Be prepared with a response to media inquiries or, if unable to answer, let the media know when an answer will be available. In other words, be prepared and forthright.
We live in a new world of media. A world that gathers information via the internet, mobile phone, text messaging, e-mail, numerous social media channels, blogs, YouTube, and many other immediate outlets. Today, a public relations message can take on a life of its own on the Internet–spreading like wild fire–viral in nature.
Optimized Press Releases
One of the most effective press releases that can be developed is an online optimized press release. With our optimization process we can effectively get you in the top ten results in Yahoo! News, Google News and other News websites across the Internet, reaching millions of Internet users directly, creating quality inbound links to your website, and raising the search engine visibility of your website.
This is rapidly becoming a major publicity tool as people take advantage of the Web’s multimedia capabilities. Webcasts can be live events or archived and available on demand. They are a cost-effective, instantaneous method to communicate with media all over the world, in a compelling, interactive manner that meets journalists’ needs. Using Webcasts, you can extend the reach of your PR efforts, reduce your budget for spokespeople, ensure your message is communicated consistently across all audiences.
Another way to keep your strategic messages in front of your target
audience is to communicate via e-newsletters. A newsletter is an excellent place to recap the coverage you have received in the media. Not everyone in your target audience will have seen all the coverage your organization has received. When it is reviewed in its entirety the sum becomes greater than its parts.
Social networking is the practice of expanding the number of one’s business and/or social contacts by making connections through individuals.
Content creation and management of all mainstream social media channels including:
Increasing fan base through various techniques that may include: