Armed with just a contact name and some background information, we can flush out and develop a full-fledge feature story for any trade magazine published today. Our work here embraces more than just interviewing and copywriting. It is a process of securing approvals, maintaining confidentiality, planning and securing photography, gaining editor interest and commitment – sometimes, even getting the publication to help finance the story.
Good publicity doesn't just happen. Our clients often make the news because we have literally "made the news." Our effort might come to fruition through a number of special events, such as press conferences, open houses, groundbreaking ceremonies, office openings, special product announcement/launches, editor "tours," and more.
The process usually starts with a detailed plan and can embrace special handouts, creative invitations, customized gifts, direct mail packages, on-site signage, live entertainment, registration, speeches, AV presentations, site and facility management. You name it, if it is a detail that matters, we're there to "make it happen."
Like so much of business, this discipline is very much an art. It involves knowing what editors want and how they want it. It's about finding ways to add value, instead of always asking for their time. It's about more than publishing – it's about the relationship. We know it's being done right when the key editors are calling us and looking for editorial input.
Imagine your firm appearing on the evening news immediately following a disaster or death at your plant. Can you envision someone on camera saying something totally inaccurate or inappropriate? How far do you see your jaw dropping? How tight will that feeling get in your gut?
If there was a "crisis" at your facility tomorrow, would everyone know what his or her role would be? What's the chance that someone would speak to the press and say the wrong thing? And how would you handle "bad news" with your customers? A wait and see attitude is not likely to endear them to your cause.
All this can all be avoided or minimized through Crisis PR Planning. Through advanced planning, specific PR strategies and practices can be applied at a moment's notice to offset possible negative publicity and maintain the foundation of a favorable mindset toward your company and products. The alternative might be quite costly to overcome – if at all.
Press releases on your products, service and/or company can be a vital link for editors to the industries they serve. They are the "bread & butter" of our PR work. Here, we plan and track editorial calendars by talking to editors by phone and in person at trade shows. We plan topics 6-12 months in advance. We coordinate photography, write, edit, produce, prepare and mail against a computerized media distribution list.
Just like other marketing efforts, the best PR program is seldom just one activity. Consisting of many components, a carefully crafted PR plan will work hard to gain added awareness of your company, products and services.
Within b2b many PR opportunities are well defined as a result of the business environment. For example, customers and buying influencers are regular readers of specific trade magazines. Through feature editorials, product news, company highlights, and industry round-ups, we can reach and impact these audiences.
Your prospective customers also attend specific trade shows. Special conferences, round-tables, sponsorships and presentations at these shows can offer additional ways to gain exposure — and to create a favorable mindset among these targeting audiences.
We have developed newsletters for a wide range of audiences and purposes. Each one is driven by a somewhat unique set of objectives. Our work embraces all aspects of development, from design to distribution. As part of the process, we also seek to measure reader response and interest.
