Story ideation — “What does this company do?” is only the first and most obvious idea for a story. You’re likely staffed with a compelling cast of characters, each of whom might be worth of a profile in his or her own right. We work with you to identify the most effective storylines.
The pitch — The pitch is where we live or die. Bad story pitches — which nearly all press releases are — tend to find themselves in a black hole. Good story pitches can go viral and provide potential customers with the best possible marketing. Credible, because it’s been vetted by real journalists.
Media strategy — How do you handle it when a reporter at a major national magazine is working on a piece that won’t publish for three months, and a newspaper reporter calls with questions about a different piece for tomorrow’s paper? These are difficult, ongoing decisions, and only those with real experience in the industry can navigate these paths effectively.
Audience engagement — Good publicity can build an audience you can ultimately broadcast to without any help from journalists. Any company with 1 million Twitter followers or Facebook likes no longer “needs” the media — at least, not in the way it once did. We’ll work to leverage what coverage you get to expand your following on social media and then keep that following engaged with regular blog posts and short, captivating videos.
This takes time. It takes time to develop real story ideas and real relationships with working journalists, to demonstrate over a period of weeks and months that you understand their interests, their limitations and how the business works. A public relations firm will blast out a single press release to a slew of outlets and call the job done. If you’re lucky, you’ll get a day of mostly small-market coverage from that expensive effort. By developing real story ideas, and by pitching them over a period of time to smart journalists, we will create indelible impressions of what you do: articles and videos that appear in your first search results, that are more credible and more valuable than a hundred ephemeral advertisements.