Just last month, one of our clients was profiled – in a positive way – to approximately 11 million Canadians.
How exactly did we do this? And how, exactly, does PR work? Once you’ve committed time and resources to PR, you’ve made a decision to enhance your company’s reputation with your target audience, through the media.
Here’s how it works:
First, we establish goals which include promoting our clients as the ‘go to’ interview sources due to their excellent reputations and credibility. Then, we write compelling media releases and email pitches which are forwarded to reporters, editors and producers, resulting in positive media profiles.
The following are an initial list of goals for an effective PR campaign:
- Determine strong key messages via media training session.
- Highlight spokespersons and the company as well as a successful track record in the specific area of expertise.
- Increase positive media exposure of the spokesperson and company.
- Highlight the credibility of the spokesperson as an expert source to media outlets.
Then, we determine our solution for achieving goals. Here’s an example:
- Arrange media training for spokesperson.
- In a collaborative process with client, write a six-month media plan outlining next steps.
- Write one media release per month highlighting a specific topic; email pitches to journalists when news stories can be leveraged to highlight the spokesperson.
Project Management/Tactics:
| Daily: | iAMBIC checks media outlets daily for news stories which can be leveraged to benefit client. |
| Weekly: | When appropriate, highlight client and its spokesperson(s) to media outlets. |
| Monthly: | One Media Release per month disseminated to media list. A PR Activity Report will outline who was contacted and the results. |
The results are positive media profiles, on an ongoing basis, for our clients.
Recently, one iAMBIC client achieved the following media coverage in a period of one month:
- Seven-minute interview on BNN Bloomberg
- Interview by National Post
- Interview by the Toronto Sun
- Interview by CTV news
- Four-minute interview by Newstalk 1010
- Four-minute Interview by CHCH television morning show
The total number of Canadian viewers/readers/listeners for the above is: approximately 11 million.
To quote an online Canadian journalist, who we pitched recently in regards to one of our clients:
“You sure bring news I can use.”
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