A PR pro absolutely doesn't need to have a prior relationship with a particular contact in a specific industry or region, if the PR person is a quick study, an excellent writer, and has a nose for news. We got into Fortune, The Wall Street Journal, Better Homes and Gardens, many trades, TV and other media outlets without prior connections. Successful PR people need to make the editor, blogger, broadcaster, or reporter’s job as easy as possible. After gaining media’s initial interest, they must provide all additional information and contacts quickly. The PR person will then become a future resource for the media contact. While PR professionals can and must learn about your industry, the media outlet, and the geographic area, this shouldn’t take long. Your PR person doesn’t need to be the industry expert that you are.
See large feature in Thursday, December 8, 2005 New York Times on Mallomars, http://www.nytimes.com/2005/12/08/nyregion/08cookie.html which have been around since 1913. While newness is a plus, you need to be timely, and relevant. Also, sometimes being around for a long time is news.
It typically takes at least a year of repetition and consistency to build name recognition and sales. Also, leveraging each media appearance is critical to increasing exposure and shelf-life of your coverage. Press clippings must be on your website, displayed at trade shows, hanging on your walls, on social media sites and e-mailed to clients and prospects.
The days of big expense accounts and three-martini lunches are over. No one has the time or money for that today. While events may be part of your PR campaign, if you don’t have solid writing, great news hooks and angles behind you you’re sunk.
Internal and external audiences are all part of PR. Boosting employee morale, communicating to employees and shareholders through newsletters memos, speeches and annual reports are all key parts of public relations.
(photo credit – Cindy Williamson Mathis)
Receiving feature coverage is one of the most effective means of marketing your organization, because it is presented as informational news, rather than a more obvious self-promotion piece. After receiving positive media coverage, there is much you can do to maximize the publicity, gaining a wider audience and shelf-life beyond the number of readers, viewers or listeners of that one day’s coverage.
Consider the following:
ImPRessions is expert at helping you leverage your press coverage and maximize your exposure. Call Jackie at 856-874-1581 or email her at email@example.com to learn more.
Do you wonder how other companies and individuals repeatedly earn awards such as, Fastest Growing Company; Top Entrepreneur; Best Workplace, and Woman of Influence?
After decades of award wins enabling companies to stand out among a crowded field of competitors, I’ve discovered there are several misconceptions. Here are the top five myths keeping deserving entrepreneurs and organizations out of the running.
Some people incorrectly assume that awards are “fixed” and organizations only win if they advertise in a publication sponsoring an award. My clients, rarely, if ever, advertise and they receive repeated awards.
"Jackie’s skill in identifying and nominating us for business leadership awards resulted in five South Jersey and Philadelphia awards in five months. Our sixth award win was a national one as a fastest growing company in the Inc. 5,000!"
– Charlie Fusco, CEO, Synergixx, LLC
Understandably, a sponsoring publication would love you to advertise after you win. They would also love for you to pay for a table at the award event. A table provides additional Public Relations opportunities to share your honor with invited clients and prospects. However, you are not obligated to do either. While some consumer media outlets may favor advertisers in their Top Attorney or Top Doc lists, this is not the case for most award competitions.
Awards can provide positive name recognition, new clients and strategic alliances, as well as increased recruitment and retention of high caliber employees.
"We work with Jackie all year exclusively on award nominations. She consistently helps us win awards that directly impact our business recognition, growth, and personnel recruitment."
– Nicole Fasolino, VP, Wodify Technologies, LLC
While you can, there’s more involved than is apparent, particularly when it comes to the essay writing portions.
"Jackie made award nominations on our behalf look so easy (14 wins in less than 14 months), we tried it on our own for two years, but didn’t win any awards during that period. We’re back to working with Jackie and have been receiving multiple awards ever since!"
– Nicole Fasolino, VP, Wodify Technologies, LLC
No, that’s the beauty of it. You’ll be receiving excellent publicity through the award wins, without investing in a full Public Relations program. A PR program is one of the best ways to grow your business, but for younger companies with limited budgets, this is a faster, even more cost-effective way to gain a foothold. You can pay for one, or multiple award nominations. You can select a couple of awards you’d like to pursue with which you’re already familiar, or have us handle all of the research for applicable awards, locally, nationally, in business, consumer, trade outlets--or all of the above. It’s pay as you go.
While our track record for winning client awards is substantial, we can’t guarantee that you will win every award. However, if your growth numbers or other aspects are not where they should be to garner a particular award, we will honestly tell you that before you spend a dime. You’ll then have a worthy goal for your entire team to strive for while enhancing your business practices. Keep in mind that most awards are categorized so that you compete against like-size organizations, making this goal reachable. Other times they’re not categorized by size and you can even end up earning honors among much larger/better-known entities.
"Jackie’s PR expertise has helped us gain impressive recognition for our podiatry practice. I was especially honored to receive a Philadelphia Business Journal Healthcare Innovation Award, alongside several large healthcare systems."
– Dr. Lawrence Levine, Founder of Foot Health Centers, PA
Even with all the right criteria, sometimes you’re simply up against too many strong competitors. In that case we will repurpose the verbiage used in the nomination to be leveraged in other marketing materials, and additional award nominations for you. The only thing that will have gone to waste is bypassing another opportunity.
You’re an excellent award candidate if your company fits any of the following criteria:
Award opportunities are abundant. Don’t miss another one. Call Jackie Pantaliano today at 856-874-1581, or email firstname.lastname@example.org