Public Relations, Media Outreach & Events

Strategies for Public Relations Campaigns and Projects

Public relations campaigns require research, analysis and strategy just like marketing. In fact, PR is marketing with additional consideration given to how your messaging might land with intermediaries who can amplify your news.

In the old days, PR messages were aimed almost entirely at journalists, so their needs were paramount. And sometimes they didn't even care about the same things as your target audiences!

 

Now, public relations must serve several masters:  journalists, influencers, thought leaders, algorithms and your target audience(s) — wherever they are.
 

Media Relations and Influencer Marketing

Media relations is the process of identifying relevant journalists and publications, creating targeted press lists, contacting journalists or bloggers with story pitches, following up to get stories placed, and monitoring industry coverage to develop insights and opportunities.

 

Influencer relations can cover a wide array of outreach to individual experts (non-journalists) and enthusiasts who might be able to build buzz about your products and services. Some people are considered influencers because they have a genuine area of expertise and they've cultivated a following for their insights. We call them thought leaders. Others court fame and fortune and are eager to endorse products or services for compensation. Either could be part of a smart marketing mix.

​

Direct Outreach to Customers, Fans and Stakeholders

These days, it can be challenging to get news stories placed since many media outlets have very few writers and editors on staff. The good news is, there are more ways than ever to share news directly with customers and constituencies.

 

Blogs, social networks (public and private) email newsletters, videos, enthusiast groups, and podcasts provide ways to connect directly with your prospects and customers. And the list of “channels” for outreach is always expanding.

​

PR Strategy and Program Development Services

• Client & competitive messaging audits

• Public relations plan development

• Product launch strategies (startups or established brands)

• Positioning

• Key message development  — prioritized for different audiences

• Developing viable story ideas & angles

• Press research (assessing what journalists/bloggers cover, which competitors are getting coverage and why)

• Press list development (created & customized for each client)

• Creating online news rooms — content development & platform set-up

​

Writing for News and Public Relations 

• Press releases

• Executive biographies

• Backgrounders

• Fact sheets

• Press kits

• News articles

• Bylined articles (“authored” by your executives or in-house experts)

• Blog posts

• Opinion pieces & letters to the editor

• Promotional copy for Web sites, splash sites, trade shows & collateral

​

Media Relations and Media Training

• Pitching stories & building relationships

• Monitoring coverage of relevant category topics and competitors

• Creating & submitting article abstracts for bylined articles

• Media training to prepare spokespeople for interviews

• Recommendation & use of media wire services

• Planning & direction for video news releases

​

​Planning and Managing Special Events 

Interacting with prospects, customers, press and influencers via a live event (real or virtual) can create buzz that’s both personal and long-lasting. It’s one of the best ways to forge positive memories and associations with your brand.

We can handle everything from planning to promotions and production. Or just tackle a single aspect of an event, while coordinating with other team members and vendors.

​

Live Event Experience 

• Meetups

• Press conferences

• Tradeshows

• Movie/video screenings

• Business open house parties

• Annual dinners

• Conferences

• Concerts and festivals

• Board meetings

​

Virtual Events

• Webinars

• Podcasts

• Simulcast meetings (online and in person)