Every company has unique needs when it comes to a public relations program, but many PR firms design programs with a one-size-fits-all approach. Unlike other firms, we won’t recommend programs we don’t think will be successful and recognize that the needs of companies are unique (meaning a single model is not the best solution for all). We will work with your executives to develop a plan that maximizes your exposure while investing wisely to maintain an attractive ROI. Here are a few of the offerings often recommended for our clients:
News Distribution Services
Your company has a story to tell. Unfortunately, not everyone is going to land a cover story in Time Magazine. But luckily, for many companies, a story in a trade publication is worth more as it truly reaches your target audience (targeted exposure versus mass exposure). It is our job to determine what story to tell and where it should go. We will only recommend a distribution strategy that wisely uses your resources to achieve the best results for your organization. Services include:
Story Development and Pitching - If we determine that your company would benefit from a story development and pitching program, we will create stories highlighting your company and pitch it to key media including local, national, and trade media. Crafting the stories, researching applicable media, distributing personally to the media and following up to determine if they are interested in writing a story are all a part of this service. This is a time-intensive process, but if you have a great story, investing the time into pitching it will increase your results and produce great placements.
Release Distribution Services - We recognize that not every press release is going to result in a front page story. But every story is important and has PR value. There are many paid and free news release distribution services. Not only do these services allow us to post news releases that are sent to key editors, but they also create inbound links to your website, ultimately assisting your website’s exposure in the search engines. We will determine the best route for your company to ensure quick exposure in the appropriate channels.
Blog Outreach - Certain niche markets have an extremely loyal blog following. If we determine that your company would benefit from blog exposure, we will research key bloggers in that industry and reach out to them to secure coverage on their blogs.
Editorial Calendar/Thought Leader PR - This process involves researching your relevant media, obtaining their media kits and identifying upcoming story topics in which your executives could serve as expert sources. Because magazines work so far in advance, we begin the pitching process up to six months in advance in order to successfully secure coverage. For some companies, especially industrial, financial, or healthcare organizations, editorial calendar pitching helps build rapport with key industry media and establishes you as an expert source in your field.