Public Relations / Media Relations: Consistent Process Creates Great Results

jimcaruso's picture
Interviewer, Interview, Microphone, Female Interviewer, Press Interview, Radio Interview, Podcast Interview

A business’ perceived value is increased by the third party endorsement of key business and technology media outlets (Print, TV, Radio, or Web-based). When a client is quoted in national and trade media, they become the expert. We treat the media as a customer, creating stories that meet the editorial needs of both the media and our client. By creating the right story idea at the right time with the right target, you get great press.

Our clients are newsmakers in The Wall Street Journal, Investor’s Business Daily, Business Week, Forbes, Fortune, The Economist, CFO, InformationWeek, eWeek, ComputerWorld, Wired, CIO, CNN, CNBC, and countless trade and business media outlets (radio, television, print, and web-based).

We work together for your success, meeting your goals of:

  • Targeting and reaching the audiences that purchase your hardware, software, or services
  • Generating awareness and interest in your venture, through PR to these target audiences
  • Crafting the value proposition of your offerings and firm
  • Writing Press Releases and other materials, that are compelling and in the language of your audience
  • Blending these efforts with your overall corporate strategy
  • Attaining your goals to create new customers, grow revenues, and raise valuation

For best results, PR requires sustained effort and periodic contact. We document your messages and positioning. You determine your spokespersons. A Press Kit is prepared that explains why your spokespersons and firm are well qualified to comment to the press. Together, we select media outlets (magazines, radio shows, TV, and web news sites) with a readership (listener/viewer base) that reach your target audience. We write press releases on the subjects of your deals, new product or service offerings, hirings, and office locations. In addition, our unique tactic of writing issue-based press releases positions you as an expert -- sighting your vision of industry changes or reactions to breaking news. These issue-based press releases propose story ideas for reporters/editors or provide them with useful commentary on today’s issue.

Teeing You Up For Press Interview Opportunities

We call reporters, send e-mails, transmit faxes, and when the cost is warranted - use news wires. Our mutual 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. One job is to serve as point of contact for interview scheduling between your spokespersons & reporters. We will coach you on what the reporter wants and give you ideas, but you must execute.

Process Guarantees Delivery Of 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) with a clipping service is best – these cover your targeted media outlets and search 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 (e.g. Dow Jones Interactive) can provide some measures of press coverage in larger publications, but are not effective in measuring trade press.

Forecasting Provides Confidence Of Success

We forecast your PR results by maintaining a list of reporters that expressed interest and the projected future date that your name will show up in print. The forecast looks six months ahead, because of the long editorial lead times of monthly print publications. If you understand the PR process and maintain realistic expectations, you will be very satisfied and well rewarded with great press coverage.