Public Relations is an excellent way to reach target audiences, both trade and consumer. And certainly, most who review the media know the differences between a paid for ad and a mention or article written by an editor. All would say that editorial is viewed with much more belief and credibility.
In addition to the strong relationships we have with editorial staff and freelance writers, Strategic Edge utilizes state-of-the-art Internet technology to bring important client information to the media, via our media database to which we blast our information.
We also maintain relationships with production companies for product placement in feature films and television programming.
Where do we begin?
Depending on budget, we can begin with either a complete, detailed Public Relations Plan, a document that establishes all the ground rules, key media, costs, timeline, product priorities, etc. that will be our PR work for the year or a shorter Public Relations Statement, which provides basic information. We also review our target audiences (trade and consumer) to make sure we prioritize what is most important.
We obtain editorial calendars for each of the media. That way, we can see what is upcoming so we can create releases that may coincide with the editorial...that again increases readership and credibility. For use at trade show press rooms and mailings when necessary, we also create press kits with relevant materials...releases, business cards, product literature, company backgrounder, product images, testimonials, etc.
Once established, press releases are written every month (or whatever timeline that is most appropriate), and this information is blasted to our database (international and domestic addresses.) Opportunistic emailings will occur whenever we can do so.
During the time of our contract, we will contact all media members at least once per month via email/phone. This will serve to keep our clients' products in front of them (we use the "persistence without annoyance" approach).
We will provide a monthly report that contains relevant information such as the result of each blast, and copies of each mention/article.
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