Building PR Success Step-by-Step
Effective public relations can be a powerful tool in building your business and brand. Because this is so important we make sure to work with the client through each step of the process in order to ensure each campaign’s success.
Target the Audience:
We begin each public relations program by accurately identifying and prioritizing who we are trying to reach with our message. Working with your team’s input we build a targeted list of media and identify where our resources will be focused during a campaign.
Develop a Media Message
Once our target audiences are prioritized we help you to identify key messages for each audience.
Finding the Story Angle
Using the targeted audience and established message as a guiding point, we then develop story angles to use in pitching the media and create content to support their needs. We also provide key facts, quotes and figures that can be customized by reporters and also serve as talking points for interviews.
Media Kit Development
The Strategic Word can create a media kit for the press that features key information about your business and the industry. The media kit will highlight key facts, information and resources about your business. We can provide you with print copies of the media kit for use at trade shows or other events as well as posting it on your website and delivering it to reporters electronically or in hardcopy form.
Developing a Spokesperson Database
Your business is a gold mine of expert spokespersons within your industry. At The Strategic Word we can help you mine that gold and use it to generate positive media coverage. We create lists that are categorized by topic and location for quick reference when apropos media opportunities arise. The list can also be used as an “expert speakers panel” of individuals who might be called upon to deliver speeches about your company or industry.
Media List Creation
The Strategic Word will create a customized, targeted media list comprised of established and new contacts. With access to a national online database of 80,000 media outlets and 350,000 individual reporter contacts, The Strategic Word has the tools at hand to make sure your message gets the most extensive exposure with the most receptive media outlets.
Targeted Media Pitching
Using our media lists and established reporter relationships we pitch our identified story angles and press releases to the media through a combination of electronic, phone, and fax communications. We personalize our approach by contacting each member on our targeted media list individually to maximize the chances for success. We write letters, send emails, make phone calls, follow up, and do everything in our power to make sure your message is heard by the people who matter!
Spokesperson Media Training
We help prepare you for media interviews with print and broadcast media by providing you with a rundown of key messages that should be conveyed through the interview. We can conduct mock interviews with evaluations in order to make sure you feel confident. We also provide you with a media tip sheet for future use.
Making Your Story Relevant to Major News Events
The public relations team at The Strategic Word continually monitors national news items that may present opportunities for media coverage for your company. When these opportunities arise, we work with you to develop story angles related to news events and identify spokespersons within your company to address the topic.
Telling Your PR Story to Your Customers
Your faithful customers and vendors are some of your greatest supporters – so why not keep them in the loop by letting them know what exciting developments and news stories are taking place? At The Strategic Word we can work with you to create monthly or quarterly newsletters or updates for you to distribute to your customers and/or staff.
