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.
We have years of experience in producing campaigns for:
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.