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Attracting Your Market
CLICK ON TOPICS BELOW TO OPEN AND CLOSE DETAILS |
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DAY-TO-DAY PRESS RELATIONS |
| A single press conference or press release does not
make or have the impact of a campaign. PR Works will
help identify and develop newsworthy milestones,
which can be merchandised to the press in the form
of news releases, preferably on a monthly or more
frequent basis to keep your name in front of your
various audiences.
If any of your recent innovations and milestones
have not been formally issued to the press, the PR
opportunity remains. New release will
announce:
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- New product launch
- Grand opening of a new location
- Seminars
- Web site debut or major renovation
- Key clients (with their permission, of
course.)
- Key personnel added, promoted and received
additional training
- Awards (Such as from the Better Business
Bureau)
- Community or charitable involvements
News releases are often the enticement used to
garner broader coverage. The agency will make follow
up telephone calls to editors to coax them into
seeing the larger ramifications and feature story
possibilities. A transcript of follow-up calls to
key editors is provided to you - it not only details
our efforts, but keeps you in the loop regarding
upcoming coverage.
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PRESS KIT |
| Placing
the story on a silver platter for the press A
press kit will be developed to provide a "write by
the numbers" simplification for editors. The kit
will include feature story suggestions, biographies
of key personnel, fact sheets on the company, and
appropriate reprints of previous articles about the
company.
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FEATURE COVERAGE
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| Editors
encourage and rely on public relations firms to keep
them informed of industry trends, off-beat
approaches, unusual personality profiles and success
stories. We will work with you to develop feature
stories which intrigue trade and business editors
and their readers. RADIO & TV
We’ve placed a number of clients on regional and
national radio and TV. We will look to place you on
relevant shows. From Geraldo to the Gail King Show
to Good Morning America, your story may have appeal. |
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SALES MATERIALS / BROCHURES |
| You only have one chance to make a first impression.
At a glance the prospect should be able to
surmise that your company is state-of-the-art, solid
and savvy. This is largely accomplished with strong
photos, dynamic graphic design and bold headlines
which tell the story whether or not the prospect
actually reads the more detailed body copy.
First and foremost, brochures and other
collateral materials will be “investment” quality --
impressive without appearing overly “slick”.
The brochure must tout “value added” services and
reference your company’s innovations and ability to
solve complex challenges.
We will develop brochures that are flexible so
that your investment is protected.
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TELEMARKETING
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Telemarketing is a powerful tool when utilized
properly. It reaches a vast number of prospects
quickly and allows the give-and-take necessary for
appointment setting or direct sales.
This
aggressive medium will help:
- Create sales leads
- Cross-sell and up-sell existing clients.
- Obtain referrals from existing clients.
Our agency will help train your existing
personnel or a part-time person. We would assist by
developing a "Call Guide" including:
- Open-ended script
- Features and benefits
- Objections and answers to them
- Company backgrounders
We will also help establish paper trail to ensure
that the system is foolproof. Tracking devices to
include:
- Sales action sheets
- Shift wrap-up sheets
- Tickler files
- Routing systems
Additionally, PR Works can assist with:
- Recruiting telecommunicators
- Training telecommunicators
- Developing ergonomics of in-house unit or
coordinating the services of a service bureau.
- Telemarketing can do the spade work to
pre-qualify prospects and fill your pipeline
with leads.
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DIRECT MAIL |
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Direct mail is a streamlined avenue to highly qualified
prospects.
YOUR MOST VALUABLE CUSTOMER IS THE EXISTING CUSTOMER
We suggest the creation of a referral program. The program would encourage
appropriate referrals and offers special premiums (logoed chairs, sweaters, windbreakers,
etc.). Direct referrals are your best source for new students. These referrals
must be cultivated and encouraged.
NEW PROSPECTS
Outside mailing list analysis. We will further explore the "profile" of
customers and determine the best source to reach them. We will explore a variety of
options.
BREAKING THROUGH THE CLUTTER...
From creative concept through to the post office in the most cost-effective manner, we
help you develop a direct mail program that generates hot prospects.
We start by developing a compelling "offer".
This may not only be price, but value added service.
Next we design and implement a creative package that entices
involvement and encourages response. We will evaluate "teaser" copy to
graphic elements to develop a piece that commands attention and leads the prospect to
action.
Finally, we coordinate the entire process from creative
concept to mechanical design to printing to mail house fulfillment.
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CAPTURING LEADS - CREATING A BLUEPRINT FOR THE
FUTURE |
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STRATEGY:
When people call for general information, they have just identified themselves as
motivated, potential CUSTOMERS. Therefore, we need to capture some minimal,
but crucial information about them to (a) Better assist them
(b) Convert them to satisfied CUSTOMERS.
All too often leads slip through your fingers. Little or no
information is captured. There is no chance for follow up or on-going marketing.
A simple, standardized intake form helps you capture full
information.
RED FLAGS
(Typical request by the caller: Id like some information about
Please mail me free copies of your brochures outlining
.
Can you give directions to your
What is the price on
TRACKING RESPONSE
Without tracking there is no way of
evaluating the effectiveness of your marketing.
There is also no clear path to where you should
focus future marketing. We will help develop
tracking systems that capture vital information
that can help measure results and provide a road
map for the future.
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Becoming An Expert |
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NEWSLETTER – TELLING & SOFT SELLING |
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A newsletter is one of the best methods of telling the big
story about your companys difference. It also gives you a non-threatening,
"soft sell" opportunity to regularly get in front of the press, existing
customers and prospects - usually quarterly or semi-annually. This should
generate a tremendous boost to referral business.
PR Works will help develop an editorial outline, interview
you and other subjects, draft copy, assign photography, design an intimate and compelling
newsletter, and coordinate the printing and mailing.
Editorial content should be "reader oriented"
and consist not only of news about the company, but tips, profiles of interesting clients,
industry trends, etc.
A well designed newsletter encourages the reader to take action
and generates actual leads.
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EXPERIENCE EXCEPTIONAL RESPONSE WITH AN “EXPERT”
COLUMN |
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It is one thing for you to call yourself an expert, and an
entirely different thing for the media to deem you an expert by including a column bylined
by you within their pages.
In addition to the ego boost of being recognized in the local
supermarket, an expert column positions you as the authoritative source for your
profession. Most people choose 'the expert' over lesser know practitioners.
So, now you lust for the expert columnist
opportunity.
Not so fast, Mr. Expert. There are a number of key
elements to consider.
First, be keenly aware that most publication run on a ration
of 70% advertising and 30% editorial. Therefore, the news hole is tight and
cherished. How do you become an essential part of that elite mix?
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Before you burn up the phone lines with a pithy sales pitch to
your local editor, consider which editor you really want to talk with.
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Go to the top of the food chain. Target the publication
that is most likely to be read by your prospect. A website developer can benefit
more from the pages of a regional business journal than his local weekly newspaper.
Conversely, a real estate agent might prefer ink in the weekly newspaper of the affluent
town he serves.
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Gather editorial calendars that outline topics for
those special issues. This may be your foot in the door.
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Your approach to the editor should focus on what you can do
for his readers. Emphasis that your columns content will illuminate critical
issues of concern to his readers and will be written in an objective, information and
entertaining manner. You clearly understand that this is not a blatant advertisement
or advotorial.
For example, Choosing an attorney specializing small business is wont
fly. But, the Five areas that small businessmen most frequently encounter
legal problem is likely to be of interest.
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Play by the rules. Editors usually have a specific word
count/length that they prefer. Determine what it is and stick to it.
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Accuracy and the truth still count. Check and site your
sources and make sure they are right. You are trying to build credibility, not
damage it.
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Go a step further. Offer addition reading on the
subject. Better yet, get readers to establish a direct link with you by offering
useful brochures.
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In italic typeface at the end of the article, it is usually
acceptable to briefly establish who you are. Most editors will allow you to state
your name, company title, company name, and brief explanation of your credentials.
Sometimes, a generous editor will even allow you to include you business telephone number
and e-mail address.
For example, Steve Dubin, President of PR Works, has been a newspaper reporter and PR
professional for over 15 years. For additional information, please contact PR Works
at 781-582-1061, prworks@prworkzone.com.
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Provide a professionally shot photo that allows the reader to
see the cut of your jib. Your smiling and inviting portrait should give the reader
the impression that you are an approachable professional.
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Once published, create greater shelf life for your
columns. Utilize the services of a graphic designer to repaginate the article, using
the banner of the publication, and include the piece in your sales materials.
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SEMINARS |
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It is imperative to create news rather than simply chronicle
it.
Seminars should accomplish two goals -- involve qualified
prospects and attract media coverage. PR Works will work with you to formulate
seminars that meet these criteria.
We will assist in resourcing broadbased panels (not only an
attorney from your staff, but an independent accountant, loan officer, etc.) for each
seminar so that the consumer is not intimidated by the possibility of a sales pitch.
We can start modestly by holding the informal seminars in
conveniently located function rooms.
The difficulty is in attracting the audience. The best
method of pre-qualifying prospects and providing a public relations hook is to establish a
nominal charge ($10) which will be donated to a charitable cause (from the Jimmy Fund to
Habitat for Humanity). The charitable tie in will garner free listings for the event
in calendar sections of regional newspapers. Another option is to boost numbers by
offering the presentation for FREE.
Seminar attendees will be issued an evaluation form which not
only provides you with useful feedback, but also tactfully allows for requests of
information regarding the panelists' services (a/k/a leads).
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WHAT DO YOU SAY AFTER THEY SAY, “THIS IS LIVE...” |
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Any publicity is good publicity. Just spell my name
right. Right? Wrong!
Ask Monica Lewinsky. Dave Megget. Latrell
Sprewell.
The media is your avenue to visibility and credibility.
Public relations provides third-person credibility not obtainable through paid
advertising.
What Do You Mean, How many employees are illegal
aliens?
What do you do with difficult question? Your choices
are to get flustered or get prepared. Anticipate tough questions. Write them
down. Prepare answers for them. Practice answering them with composure.
You may choose to role play with actual video equipment to
get used to the intrusion and to see what you look like.
You also may be surprised. Often times reporters are
more than happy to allow you to do your homework and will gladly rattle off a series of
questions that they would like clarified.
Welcome - You are on the air
As the humming bird and wild flowers co-exist in harmony, a
symbiotic relationship can exist between the press and its sources. You need to
create an environment in which the press is given access to information and stories that
are of interest to their audiences. Obviously this must be done without hanging out
your dirty laundry.
Clarity and confidence reign. Once again, draft some
the key comments that you would like to convey. Mare sure that these point are made
concisely and in colorful ways. Use personal anecdotes that transform concepts into
human terms Our cutting edge technology converts contaminated soil into a
stable element which can be used as the bottom layer of a parking lot, road or even a
tennis court. We take a negative and turn it into a positive. Think in
10 second sound bites that are memorable and compelling.
On & off the record
Avoid confiding secrets or any proprietary information with a
reporter. Reporters are note inherently evil, but in the course of a long interview
the line between on and off the record always gets blurred. Often times the juicier
details are off the record and it becomes awfully enticing for the reporter to
share the darker side with the public. Reveal only what you want revealed in
tomorrows paper or the 11 oclock news.
Response time is critical
As in health care, response time to press inquiries is
critical. We often encourage clients to wear a beeper and do something rare
actually response immediately to it. When the Boston Globe or Inc. Magazine call for
comment or to arrange for a more comprehensive interview more often than not they are on a
tight deadline TODAY.
If you respond NOW you may obtain significant coverage.
If you procrastinate the window of opportunity is likely to evaporate.
Enjoy Your 15 Minutes of Fame
Everyone enjoys the ego boost of being in the public
eye. Make sure you make the most of it . The public memory fades quickly
develop a strategy that garners you press on an on-going basis.
Smile for the camera
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To discuss
your public relations and marketing
opportunities, please contact Steve Dubin
at 781-582-1061 or click
here to request more information.
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