Strategies

Trying to figure out where to get publish is not an easy task. There are lots of different angles a company can take. Do your homework. Determine unique selling propositions, positioning if you like, that lend themselves to several niches-existing or new ones. Find attributes that are very leveragable assets. Let's say you have a new product that you are launching. The upcoming launch gives you the news hook you need to mount a visibility campaign and build awareness in target markets. If you give your emphasis either on the company over personalities, a press conference or event is probably not a necessary ingredient. But if you are emphasizing personalities, then the person-to-person contact via a press conference is a must.

You can certainly plan an "anchor event," where appropriate, but an Internet release with the proper story "seeding" and follow-up will likely suffice. So develop the necessary materials and strategy, prepare the launch campaign; and, conduct the launch and follow-up using online resources as our focus.

Corporate Backgrounder

If you you are going to do press releases for your company or products, you should also have a press kit. Some of the items in the press kit include a FAQ sheet, bios, and a Corporate Backgrounder. The Corporate Backgrounder is a 4-6 page summary of your business history and state of affairs that identifies type of business, founder history, some fiscal commentary, facilities, markets into which your company sells, how products are designed, produced and marketed, the nature of the competition, and other information, such as where the business stands in its projections for share of market growth. Business and financial press refer to the backgrounder whenever they are doing a story on your company or industry. Here's a questionnaire that may help:

Corporate/Personal Backgrounder

Questionnaire: the following information will be used to write a corporate backgrounder
--an evergreen piece that will be used in press kits and information packets.

What year was the company founded?

By Whom? (list all founders and titles)

What is the genesis of the company? What is the story behind its inception?


Who are the company’s affiliates or key partners? Affiliates?

How is the company organized? A corporation? Sole proprietorship?

In what state is the company incorporated? Registered?

What is the address of the company’s headquarters?

How many square feet or offices does the company have?

How many employees does the company have?

Please finish the following sentence: [your company] is the leading _____________.


To expand on the last question, please describe what your company SELLS/DOES.

What is the company’s stated mission?

How does the company sell?

In what marketplace does the company operate?

Who are the company’s customers?

Who (what companies) are the company’s competitors?
Direct?

Indirect?

In What other ways do you “differentiate” your operation from the competition?

What is the company’s “Unique Selling Proposition” or “Case Statement”?

How does your company “promote” its products/services?

What is the company’s rate of growth?

What are the company’s goals?

Short-term?

Long-term?

List company milestones (A chronology)
(milestones can be years in the business; number products you carry, where published, etc; who carries your products, reps, etc.; geographic distribution of products, etc., celebrities who have bought you)

Personal information: (optional)

Date of Birth Hobbies

Place of Birth Children

Education Pets

Current business or personal address Role model – hero(ine)

Years at that location Favorite movie

Years in the region Favorite music

Previous employment & experience Favorite quote

Appointments

Memberships

More about me

Someone told me I should state what I do and what kind of experience I have as this is about PR. So here goes....

Your investment in the creative mind of an experienced, marketing focused, but small business-oriented consultant can produce greater returns in the next five years than almost any other investment you can make.

I am that consultant. I have worked with small businesses for more than 20 years. I have experience marketing home décor and garden products, golf products, food, organic, wine accessories, children's products, day spas and spa products, public speakers, real estate and construction, fashion, beauty, pet products, inventions, medical devices, automotive aftermarket, safety, security, travel gear, boating products, authors, furniture, restaurants/bars, jewelry, toys, ergonomic products, and more.

I have experience from concept and copy production, strategic planning and crisis response, political communications, social networking campaign design and management to directing marketing for products, conducting PR, managed advertising and trade-show appearances, reworking corporate brand/logo to managing complex, comprehensive product-based and reputation-management programs for clients.

My clients have been mentioned by popular blogs and podcasts, as well as, featured on radio & television shows such as: HGTV-I Want That, Good Morning America, Fox & Friends, NPR, the Auto Channel, and the Howard Stern Show.

My efforts on behalf of my clients have resulted in coverage by trade and consumer publications, including (but not limited to) articles in: AP & Reuters wire; McClatchy-Tribune Special Sections; Contract; Log Home Living; Antique West; Award; Tango; Elle; Lucky; Fresh Cup; Better Homes & Gardens; Renovation Style Magazine; Wine Spectator; Laptop Product News; Small World; Gifts & Dec; Giftware News; Custom Home; Pool & Spa; Natural Food Merchandiser; Gourmet Product News; Coffee & Tea Journal; NW Palate; Wine & Country Living; the Veterinary Practice News; Fortune Magazine; Forbes; National Safety Council's Safety & Health Magazine & Endorsement; Sunset; Entrepreneur; Playthings; Tow Times; Security Product News; Truckers News; ATV Rider News; Fuel Oil News; Convenience Store Decisions; Good Sam RV Club Magazine & Endorsement; Northwest Construction; Big Apple Parent; Police One; Kick Starts; Pet Biz; The Animal Print; Dog Fancy; Pet Connection, syndicated column; Whole Dog Journal; Police Chief Magazine; Outdoor Edge; Gun Dog Magazine; Impressions Magazine; The Australian; Pet Age Magazine; Corporate Logo Magazine; Ski Press World; Vancouver Pet Magazine; NY Post, and many more.

I have a database of wholesale sales representatives in the United States and Canada who represent food, giftware, stationery, housewares, garden, drug, discount, HBA, home center, hardware, bath, decorative accessories and other product categories.

I have a database of private equity investors and assist some businesses in locating funding.

I work with you to develop an appropriate budget and I am paid on retainer.