Know-How Exchange : Advertising/PR

I see this more of an Inc. article than Forbes (right genre, perhaps, for one of their profiles, but this does not appear to be "news"). I think the WSJ is out.

When Inc. was still owned by Bernie G., they were still pretty approachable, and much of the magazine was freelance written.

Now, however, I'm not so sure.

I wrote several articles for Inc. a number of years ago, so I'd be happy to see if somehow, some way I can spark an ember of interest. They may want you to source your own freelancer, though. I could help with that, too.

If you tell me that this magazine is not the caliber you're looking for, though, I won't waste the energy. Just let me know.

- Paul

First and foremost, establish relationships with journalists that cover your industry. When you do this, they will look to you for your company's input on stories of the day, and provide you with a working list of people off which to bounce story ideas.

For the NOW, the best way to flush out the best story line for your business is to ask yourself how you're different than everyone else in your industry. Aside from earnings (although the cash acquisition angle is big!), hires and company longevity, what are one or two aspects of your business that you know that separates it from other architectural and engineering firms?

Also, think in terms of visuals. Are your designs outside of the norm, environmentally forward or more functional as well?

Maintain this mindset -- write down a thought every time one comes to you, regardless of how valuable it seems -- you can always cut and modify later. When you identify potential angles on an ongoing basis and demonstrate how they relate to current events, you'll feel less stressed when you're pressed for a pitch in the future.

I would also suggest you look into the following:

https://www.helpareporter.com/

You'll receive an email every day with reporters who ae working on specific stories and are looking for sources. It is a free service and you may find journalists working on stories relevant to your needs. Being a truly targeted source is a must, but this may broaden your reach and provide you with some good opportunities and exposure.

Good luck!!

Dear Christine

This is going to be tricky in the current climate – not because your stories about your company are less interesting than collapsing banks, but because the news agenda and therefore the daily focus of journalists who might write about you are changing by the minute, directed by the latest fall-out from the financial crisis. However, as an antidote to endless bad news, good news still sells. You just have the rather more difficult job of finding journalists who want to present the flip side of the doom and gloom coin.

I would suggest that you package your company’s numerous achievements into distinctive areas of interest such as:

Huge growth over the last 3 years
Growth in China
Environmentally sound projects
Organic growth and acquisition without debt
Etc

Here’s a new one which will no doubt be under discussion in the boardroom right now: How to take advantage of businesses which are suffering through their financing drying up so that you can take them over, rescue their operations and secure their future.

An over-view of the 60 years would be the main article, which if it were to incorporate your ability to rise above the current woes, could be pitched at Forbes, The FT and the Wall Street Journal. Even hardened hacks get fed-up regurgitating the same “World to end tomorrow” line day after day and a company which shows it’s ability to transcend the problems might also be used as one of many which will be role models for the future.

A telling line from an FT journalist to me yesterday – “Shortly, I’m going to need something cheerful to write about or I’ll self destruct!”

Steve Alker
Xspirt

Many PR people earn their salary by developing relationships with the media resulting in pitches that are heard. You've no doubt been quoted a higher fee to access the ears of a select group of reporters/editors who are deluged with pitches. A great PR person would also help you spin your story for specific reporter needs.

If you want to go at it alone, you have a few options:
* A press release. The release would focus on a hook. For example, 60-year anniversary, 3 recessions, and still going strong.
* Leveraging your vertical reporter connections. Ask them for who they are connected with nationally.
* Leveraging your clients' connections. If one of your clients is doing something PR-worthy, offer to write a press release for them, featuring how your relationship has made it happen.

Here are some companies that offer pay-for-performance PR:
* https://www.payperclippr.com
* https://www.matrixmarketinggroup.com/payforperformance.htm
* https://www.sandiegopublicrelations.com/pay-by-performance.html

A self employed PR and Marketing person usually charges between $400 and $2000 a day depending on how good they are.

Why not post a project here on MarketingProfs to get access to our subscriber base who carry out this king of work.

When we do it in the UK we usually charge £800 / day after agreeing time scales review, and setting progress markers.

Steve