Consistent PR Agency Process Creates Great Results
Public Relations Agency Secret Process
Consistent PR Agency Process Creates Great Results
The value of your business increases as your audience reach and recognition expands. Create awareness, investor interest, and competitive advantage. Select Media First to help achieve success, funding, IPO, or acquisition. We work together to attain 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 that are compelling - and in the language of your audience
- Blending these efforts with integrated marketing and your overall corporate strategy
- Accomplishing goals to create new customers, grow revenues, and raise the valuation
A business’s perceived value is increased by the third-party endorsement of key business and technology media outlets (Online, Print, TV, Radio, Newsletters, Blogs, etc.).
You Expect Great Results; We Expect Great Results
- Media Relations / Public Relations (PR): Become newsworthy and get the most coverage from media relations. Help reporters create a great story.
- Press Releases: A stream of news about industry issues, software releases, events, customers, partners, hiring, etc.
- Blog Content Marketing: Blog content useful and interesting to your audience; delivered regularly.
- Awards: Opportunity Management: Win awards and notoriety for your firm and your customers
- Speaking Engagement Management: Find speaking engagements in front of target audiences
- Industry Analyst Relations: Convey your value proposition, market influence, and position
- Social Media strategy, tactics, and implementation for LinkedIn, Twitter, Facebook, etc.
- Reporting: Jointly, we agree upon the scope, success factors, metrics, and review frequency.
PR Agency Client Onboarding
- Onboarding typically covers:
- Contacts + Phones main+extensions, mobiles
- Expectations and "living documents"
- Invoices, who gets them
- Blog post idea
- Press Release idea
- Social Post idea
- Award opp
- Speaking opp
- Industry Analysts
PR Agency Proposal and Agreement
Company principals, who are personally involved with and responsible for your success, listen to your goals and constraints. They price a package of PR, speaking opportunity management, analyst relations, or marketing services to fit the specific goals of your organization. The agreement states the rights and responsibilities of each party, including a balanced non-disclosure agreement.
Your Plan: A Multi-Channel PR Agency Plan
MediaFirst prepares documents that cover the strategic and tactical plans for your publicity, detailing: key messages that you wish to convey - by the audience. For the long-term, we seek to understand corporate positioning - especially a desired, future position as we might evolve over the next year. The spokespersons and who best represent your company's thought leadership. Then, we collect potential Press Release topics for the next 90 to 180 days and use these to demonstrate your venture's ability to execute and we can also begin the future positioning of your company. Also, we agree on related tasks, such as Speaking Engagement Management, Award Opportunity Management, Industry Analyst Relations, Blogger Relations, Marketing Automation / Inbound Marketing, the blogging program, multi-channel integrated marketing, social media, and any other tactical PR effort.
Our outreach typically includes social media, key events (trade shows or conferences), speaking engagements, award opportunities, industry analyst relations, digital interactive and online initiatives, etc.
Editorial Opportunities Where Your Company Deserves An Interview
From the very many Editorial Calendars of magazines, we develop a custom, Editorial Calendar (EdCal), identifying upcoming stories that should include your firm.
We contact editors to fit you into key stories in targeted publications; for monthly publications, this occurs about six months in advance. This is a key component of media relations and a very forward-looking effort that pays off well for our clients. Your fee is in part proportional to the number of publications targeted.
As warranted, a Press Kit explains why your spokespersons and firm are well qualified to comment to the media. This is not a corporate brochure, but content developed to inform reporters and editors about your firm, your spokespersons, and the industry issues that they can address. Common elements include Press Releases, bios of each spokesperson; and a corporate profile or backgrounder. A press kit may include supporting corporate collateral, such as explanatory bylined articles or white papers; and profiles of the members of the Board of Directors or a Board of Advisors. These press kit content are packaged and contained within a simple presentation folder or presented on the company website under the "About" navigation tab.
Media Outlets List
May Include Industry Bloggers, Influencers, or Industry Analysts For Outreach
Together, we select media outlets (online news outlets, magazines, radio shows, television, industry analysts, and industry influencers and bloggers) with a readership (listener/viewer base) that reach your target audience. We combine our prior media contacts with new research to find the media contacts, reporters and editors, on the beat covering your technology or industry. This list builds upon our proprietary list of media contacts, through whom we established a long track record of success.
Press Releases Confirm Execution Of Strategic Intent
We write press releases on the subjects of your deals, new product or service offerings, hiring, and office locations. These are subject to your review and final approval. We also employ a unique tactic of writing issue-based press releases, which position you as an expert and cite your vision of industry changes or reactions to breaking news. These issue-based press releases propose story ideas for reporters/editors, provide them with useful commentary on today's issue, or supply surveys.
To distribute your news, we call reporters, send e-mails, transmit faxes, and, as warranted, use news wire services, such as PR Newswire (now merged with Cision and PR Web), BusinessWire, Global Newswire (formerly Marketwire), or PR Web.
The Interview Tees You Up For Earned Media Coverage
As part of the digital PR agency process, we uncover opportunities to be quoted, mentioned, or covered in detail. The secret is to be available, timely, interesting, informative, and quotable. You are the expert. So, help the reporter understand industry issues and developments. Regard reporters as an influential conduit to your audience. Our mutual goal is to get you in the story. We accomplish this by helping out reporters and editors. Together, we aim to understand the needs of the reporter and help them fill their story. Helping the reporter may include pitching a good story idea, providing them with photos, or helping them find other sources that may include your customers, technology suppliers, alliance partners, industry analysts, or distributors.
In some publications, you are quoted straight from the press release. Most often, our pitch or your press release gets your foot in the door, but the reporter wants an interview. You are most responsible for getting quoted. Allowing us to schedule interviews works best and lets us coach you on what the reporter wants.
Your interview is usually only part of the story, so to keep your quote off of the cutting room floor, you must provide useful, bite-sized information that the audience will understand and that the reporter can easily fit into their story.
Web Content Management: Posting & Updates
Blog Posts, Awards, Press Releases, Media Coverage, etc.
Online, news-related information may be presented as:
- "Press Releases" issued by your venture
- "In The News" (Media coverage)
- "Articles": White Papers or bylined articles
- "Press Kit" page (or area within "Press Release" page)
- Blog Posts covering, e.g., industry trends, market issues, your company initiatives, etc.
- Related pages, such as: "Industry Analysts", your "Events", or the firm's “Newsletter"
Trade Shows Or Industry Conferences
Briefing Book + Media Interviews
When you attend trade shows or industry conferences, we leverage your presence by scheduling press interviews with attending press. To support you, we documenting your on-site interview schedule, including a bio of the reporter and their current story assignments in a "Briefing Book". We are available to attend trade shows to leverage industry contacts, work the booth/stand, facilitate press interviews, research competitors, & uncover industry issues
Social Media Marketing Agency: Curation, Posting, and Listening
For social media, we pursue two avenues: the first is posting into the social networks where your audience is found. The second is to create a curated stream of social media content relevant to your audience that includes content from third-parties, such as analysts, business press, and trade press. The curated content complements your content and makes sure you are not always talking about yourselves. The third-party content shows that you are aware of industry issues important to the audience.
Monthly Report Shows Results
The best measure of press coverage, earned media attention, is seeing your firm's name in print. Therefore, we concentrate on creating and reporting on these results, not reports on internal meetings or the donut selection.
The Results/Status Report lists the articles in which your firm will appear or appeared, date of issue (forecast or actual), title, reporter, and interview date. Reports typically list the opportunities pursued, interviews secured, award applications filed, byline article submissions, and the other task status of both parties. This includes a Press Release Schedule of completed and forecast Press Releases, Social Media campaigns, media relations outreach, and a comprehensive picture of your PR Firm's activity to create results.
A Key Performance Indicator (KPI) is the status of approval and speed of approval for any written materials that the client must approve.
Forecast Success with Confidence
We forecast your PR results by maintaining a list of reporters with whom you interviewed. We track the projected future date that your name will show up in print. Often, the forecast looks six months ahead, because of the long editorial lead times of monthly print publications.
However, the most comprehensive measurement of PR placements (hits) is by a clipping service that covers the targeted media outlets and searches for the name of your firm and spokespersons. Clipping services start at about $300 per month. Web-based search tools can provide some measures of press coverage in larger publications and are useful in tracking Web links, but are not effective in measuring trade press. If you understand this PR process and maintain realistic expectations, you will be very satisfied and well-rewarded with great press coverage.
The comprehensive measurement of social media is often included in the success metrics of PR. Social networks extend the reach of media relations efforts, on social networks such as LinkedIn, Facebook, Twitter, Instagram, YouTube, and others based upon your industry, product, or service.
Tools, such as social clipping, online and print clipping services, and the very many alternative web-based search tools can provide some measures of press coverage. These sweep virtually all online activity. Print clips are available from larger publications. Most tools track web links but capture a lot of meaningless information if poorly configured. In addition, news wires provide exhaustive reports that show all the syndicated news websites that display any press release that you issue over these wire services.
If you understand this PR process and maintain realistic expectations, you will be very satisfied and well-rewarded with great press coverage.
Among PR agencies, Atlanta PR agency M1PR, Inc. d/b/a MediaFirst PR - Atlanta, delivers consistently superior results across the marketing mix and multiple channels for PR.
Click to Get more from your effort & budget or call Becky on the main number at 770.64.2080.