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PR requires sustained effort and periodic contact. We document your messages and positioning. You determine your spokespersons. Materials are prepared that explain why the spokespersons and your firm are well qualified to comment to the press. Media outlets (magazines, radio shows, TV, and web news sites) are chosen that have a readership (listener/viewer base) that represents your target audience. We write press releases on the subjects of your deals, new product or service offerings, hirings, and office locations. Unique is our tactic of writing issue-based press releases; these are a vision of future changes or can be a reaction to today's news. Issue-based press releases create stories for reporters and editors or provide them with useful commentary on today's issue.
Serving reporters serves your venture
We call reporters, send e-mails, transmit faxes, and, when the cost is warranted, use news wires. Our objective is to get you in the story. Sometimes you are quoted straight from the press release. More often, your press release gets your foot in the door, but the reporter wants an interview. At this point, you are responsible to be interesting enough to be quoted. We will coach you on what the reporter wants and give you ideas, but you must execute.
Reporting measures only what you want...results
The best measure of press is seeing your firm's name in print. Therefore, we concentrate on creating results, not reports. Measuring PR placements (hits) best is done with a clipping service that covers your targeted media outlets and searches for the name of your firm and spokespersons. Clipping services start at about $300 per month and are the only real way to get an accurate measure. Web-based search tools can provide some measures of press coverage in larger publications, but are not effective in measuring trade press.
Behind-the-scenes tasks identify opportunities and deliver
We maintain a list of the publications that expressed interest and the projected future date, on which your name will show up. This list forecasts results out as far as six months, because magazines have long editorial lead times. If you understand the PR process and maintain realistic expectations, you will be very satisfied and well rewarded with great press coverage.
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