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Initial Public Relations
Strategies
Each Plan is Individually Customized to Meet
a Client's Needs
Research
and Strategy Development
- Identify primary and secondary markets.
- Become familiar with product materials
and current strategy.
- Develop an over-all strategy for product/service
and/or corporation.
- Research and develop target lists for
print and broadcast media,
- May Include:
- Primary and secondary market trade
publications
- Regional publications
- News organizations (dailies, financial
and magazines),
- Radio
- Network and cable television.
Materials Development
- Create and/or update media kits:
- Press Releases
- Product fact sheets
- Company backgrounds
- Executive biographies
- Folders
- Other elements dependent upon industry
and competitive standards
Media Relations
- Contact target media list
- Distribute press releases and follow-up
with editors.
- Research and develop editorial opportunity
stories by publication issue and date.
- Arrange to provide evaluation copies
of products and follow-up.
- "Pitch" the editors by setting
up interviews and developing story angles.
- Schedule media tours.
- Set-up trade-show interviews when appropriate.
Extended
List of Services
Research
and Strategy Development Continued
- Repeat Initial
Strategy for New Products or Services.
- Repeat initial strategy and extend service
process with secondary market.
- Repeat initial strategy and extended
service process with international markets.
Materials Development Continued
- Reprint selected articles -- repeat appropriately
as articles are published and distribute them with other new or selected
marketing materials.
- Create and distribute follow-up press
releases to keep product/service/company name familiar.
Media Relations Continued
- Promote editors' relationships with company
spokesperson.
- Attend scheduled press tours, including
pre-attendance reviews and confirmations, smoothing the way with editors
on-site and following up with requested materials, etc.
- Follow-up to opportunistic pieces.
- Includes product roundups and side-by-side
comparisons.
- Follow-up with media direct coverage
based on interviews.
- Continue pitching story angles and
draft byline stories.
Other Services
- Develop speaker and panel discussion
opportunities for company spokesperson.
- Submit product and lobby for industry,
media and trade show awards.
- Create, implement or coordinate public
relations events
- Parties
- Roll-outs
- Event Sponsorship
- Provide Marketing Services as needed
including:
- Campaign concepts
- Graphic design
- Telemarketing
- Product packaging
- Website strategies
- Other elements dependent upon industry
and competitive standards
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