Winter 2008 - Marketing Dimensions from Felber & Felber Marketing

	Winter 2008

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Felber & Felber Marketing Simplifies the Public Relations Model

Felber & Felber Marketing, in conjunction with Andy Birol of Birol Growth Consulting, has developed a model to help explain how companies can effectively use public relations firms to further their business growth, recognition and position in the business-to-business marketplace. At first glance, the public relations services model may be intimidating. However, with an explanation of the steps, along with a few examples, a business owner or marketing executive will find it is relatively easy to utilize.
The model itself is set on a continuum and divided into the three crucial elements in PR: reactive, active and proactive. These elements explain how to use them, when to use them and how much effort the client and firm need to expend at each stage.

The first step of the process is reactive PR. To some companies, this can be defined as self-service. In this stage, the client has the most work, control and responsibility for results. The client is responsible for presenting themselves to the media. In some cases, the PR firm may assist, for example, by submitting the client's articles and biographical information to the media or making a live introduction at a business function.

PR firms have multiple resources at their disposal to help them interact with local, regional and national media. The media can post requests for information on various stories, experts and industries via internet-based services. One example of a combined wire service, news distributor and journalist database organization is PR Newswire. Accredited journalists on this service can post messages to subscribers (PR firms and companies). The journalist may be describing a type of expert they desire to interview or post a story source request. Responding to these PR leads, such as PR Newswire, does not necessarily guarantee the client will be featured, but merely that the PR firm is offering them as a reference. In these instances it is the PR firm's job to position their client as credible and interesting. Client interviews may be used for different purposes, such as feature articles (the story is completely about the client), a sidebar to a story (tells a client's short story or opinion) or just a mention in an overall essay (usually only one or two sentences). It is important to note that the 'media' represent all sources. This includes print, radio, TV, blogs and the countless trade and various business organizations; often multiple publications for every industry on the planet.

The next stage on the continuum for the PR model is active PR. Active PR is just that—active. It is now, it is hip, it is lively and most of all, it has substance. This also includes wire services and extends also to include local events. Local events are current happenings in and around a specific area that are newsworthy to the company's local constituents. Here, the efforts are often shared between the client and firm, but more often are the responsibility of the PR firm. Working within their local community (or specific industry segment), a PR firm will often have tighter relationships with the media, operating frequently on a 'first name basis.' Additionally, local media are often targeted ahead of special events, crisis or news with 'get acquainted' educational interviews.

When submitting PR leads to wire service, it is fundamental for journalists to use information gathered from Internet services and local events. The key to maximizing those efforts in this area is providing both existing and topical content in the press release. It is critical that information submitted demonstrate value and speak to the heart of the journalist's beat (ie. their reader, listener, or viewer).

The final area on the continuum is proactive PR. In proactive PR, the public relations firm is tasked with the majority of the efforts. Proactive PR may be targeted to all media, whether on a local, regional or national level. (It is important to note the area of local events is shared between active and proactive PR, since it may fall into either service depending on the desired result.) This action takes the most effort, as key media relationships and on going trust needs to be established. Establishing relationships can be accomplished by 'get acquainted' interviews. Industry tradeshows and special events are typical venues used to arrange these types of interviews. Trust is critical between the media and the company/PR firm representatives in this area. Oftentimes, PR firms can establish trust by assisting the media with other stories and leads, whether for their existing client or simply a story the media needs help on establishing.

It is critical that the PR firm and all spokespeople fully understand all aspects of the company's products and services in order to then speak intelligently to media. Proactive PR involves strategically and actively pursuing the media on behalf of the client and their expert spokespeople. For example, if Felber & Felber Marketing has a good relationship with contacts at CNN, and can demonstrate that Andy Birol is a credible expert, a connection can be made.

One less threatening strategy for the firm is to offer the client up as an expert before the media realizes they need them. The media is known for saving every scrap of information and organizing potential contacts for future articles. Weeks or even months down the road, the need may arise for an expert on a particular topic, and that media contact may dig into their personal database of contacts first to see who they know when they remember meeting your client.

One tactic Felber & Felber Marketing practices with proactive PR is utilizing trade show opportunities, both nationally and locally. In taking advantage of attending such trade shows, PR professionals and company representatives are able to have access to the media. The goal of media interactions at trade shows may be multiple, such as creating relationships to pitching stories. The concentration of efforts needs to be planned and focused on the messages the company wants to present to their ultimate target. The target is usually company prospects and clients and is also synonymous with the media's readers/viewer/listener.

One possible scenario at a show has the PR professional actively searching for, and placing themselves in, a position to meet the media. With clients in tow, a professional can introduce a client in a less threatening, more casual environment, such as hospitality suites or industry-arranged networking parties. After they part ways, the PR professional can follow up with the reporter and provide relevant information based on the conversation with the reporter.

How the Services Work Together

Press communications, whether as releases, pitch letters or media alerts, all have one common denominator—the media's desire for relevant content. Correspondently, experts need exposure. In order to prove the information is newsworthy, the firm needs to link the expert and the media's target reader. For example, in order for the media to view Andy Birol as a story source, he needs to be seen as a credible expert. By carefully crafting the message, and developing pertinent business trend information, Felber & Felber Marketing successfully positions their clients apart from the thousands of others pitching the same editors and producers.

Advance materials sent to media or posted in a company's online press kit can also serve as a critical resource to journalists. After all, like many business owners, journalists work all hours and may decide to launch an Internet search at 2 am. Web-based press materials, when properly optimized for today's search engines, may be their first contact. Press materials sent or posted on behalf of an expert should answer these key reporter questions:

Is this person an expert?

Does this lead have value?

Does this lead have a hook?

In other words, does the communication scream out, "I have something to say, it's timely or perhaps even irreverent!" or does it quietly whisper, "Well, if anyone is listening, I will tell you this…"

The level of service you choose to employ will correspond to your budget, in-house skill and thirst for results. The PR model bridges the possible relationships between the client and PR firm. The amount of time and effort put forth by each party has a direct correlation to the speed to market, results, and return on investment. Like all company endeavors, the desired result of the collective efforts needs to be established and agreed upon prior to any tactical steps. An honest review of internal and available external resources will help you decide whether you will be suiting up for the game or sitting back in the loge enjoying a glass of wine. The PR model is designed for both the firm and the client to maximize their talents, strength and capabilities.

So, as the old NFL commercial breaks would beckon …"You make the call"

Contact Felber & Felber Marketing at 330.963.3664 or info@felberandfelber.com.

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