Public Relations Strategy

The essence of public relations is not getting an article written about your company that is the goal of PR. The essence of PR is something much more subtle: starting a continuing conversation.

The 1-for-All public relations team has years of both in-house PR and agency experience. Its members have walked on both sides of the street and understand what it takes for an agency to develop a strong strategy for starting the right conversations with the right people.

Many companies make the mistake of generating press release confetti, which is rarely read by journalists. That doesn't start conversations, it undermines them. We guide you in determining which aspects of your product or service will most appeal to the trade and business press, to help you start and continue real conversations.

Naturally, we'll help you create strong press releases and put in place everything else needed to start conversations. However, we regard the work we do prior to issuing those press releases as the most important part of our work. Only a well thought-out campaign wrapped around an interesting, relevant story will lead to the conversations that in turn lead to those coveted column-inches.

Editorial Campaigns:

We have years of experience in producing campaigns for:

  • Company launches
  • Product launches
  • New customer announcements
  • Mergers or acquisitions
  • Strategic alliances
  • New executive introductions
  • Trade show coverage

Analyst Campaigns: One of the most under-utilized influencers is the analyst community. Journalists frequently use this community for quotes and as a sanity check on what the market really wants. We understand the benefits of having company- and product-aware analysts and can help you start conversations with them.

Best Of Show and Editor's Choice Awards: Judges want to see the innovation and compelling business case in your product, and there's more to that than simply showing them a demonstration. It takes a carefully planned campaign to win an award and to explain the true customer benefits in an easy-to-understand way. We have helped our clients win many accolades such as "Editor's Choice", "Technical Excellence Award", "Best of Show" and "Overall Best of Show" in Magazines such as PC Magazine and Network Computing and at prominent trade shows like Interop.

Internet PR: Journalists often use the online community to get a feel about companies and products. By monitoring and posting answers on electronic newsgroups we can help build positive awareness about your company.

Speaking Engagements: Having members of your technical and business teams give trend and educational talks rather than pure sales pitches - will greatly enhance people's knowledge and understanding about what you do. This is one of the most cost-effective ways of reaching trade show audiences without building and staffing expensive booths. Clients rely on us to write their executive biographies and topic summaries, and then pitch them to organizers of shows.

Product Reviewer Programs: Publication lab teams are busy and rarely have the time to figure out which configurations might highlight the best aspects of your product. By providing a step-by-step product reviewer's guide that covers the main benefits of your products and clearly shows how to test the product, you can greatly improve your chances of favorable reception and strong reviews.

Events:

  • Trade Show and Seminar Support: Some clients do best by launching a product at a trade show, especially if the product is a strong contender for a Best of Show award. It can be an effective way of reaching a qualified audience quickly.
  • Corporate Launch Parties: Sponsorship at analyst events has helped a number of our clients quickly build both analyst and customer awareness for a fraction of the costs of other marketing campaigns.

Writing:

  • Technical White Papers: Technical audiences want to understand your offering before they will listen to your sales team. Our writers can distill your technology into white papers that get to the point and convey your technical benefits.
  • Business White Papers: Even when you have explained your technical benefits clearly, you must still explain the business benefits of your product or service. We help frame those business benefits in language that resonates with your prospects.
  • PowerPoint Conversions: Presentations created for trade shows, seminars and sales calls are goldmines of material for white papers, but bullets and graphics tell a pretty meager story without compelling narrative. We help spin your presentations into action-getting papers that stand on their own.
  • Web Content: Whether creating new text or repurposing existing text, 1-for-All will help you ensure that your Web content is on message and gets your audiences to take action.
  • Customer Success Stories and Case Studies: Journalists won't write about your products based on your press release; many magazines rightfully demand an interview with actual customers using or evaluating a new product. By preparing succinct case studies that show how a customer benefited from using your product, we can increase journalists' interest in covering your story. These case studies will also be invaluable to your sales teams and as Web content.
  • Press Releases: We research, compose, write and edit your press releases from start to finish. We interview the key people involved with the news item being covered and produce a concise, compelling, well written, attention-getting press release.
  • Technical Articles/FAQs: Our team can help you create articles that will position you as technology leaders in your market.
  • Datasheets, Product Briefs, Collateral: Our crisp, customer-oriented collateral and Web content will help prospects and press alike understand the value of your product with a minimum of words.
  • Corporate Backgrounders and Overviews: Our clients have found that the exercise of producing a corporate overview usually helps to crystallize their company's focus and enables them to better explain the real customer benefits in a succinct and attention-getting fashion.
  • Speech and Presentation Writing: We have extensive experience writing presentations and producing materials for a wide variety of technical speaking engagements.

Please visit our Writing page or our Samples and Endorsements page for more information.


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