It’s just text… until someone gives it context.
We approach media relations as a never-ending quest to know more. More about our clients. More about their customers. More about the media outlets available to them. And more about the audiences that those media professionals are trying to reach.
Media relations is not just about mentions, it’s about dimensions – not generating media by the pound, but providing color and context. It’s about understanding audiences, exploring their world and what your product or service adds to their lives. About stretching the discussion in new and interesting directions. About pinpointing pain points (say that 10 times fast…) and presenting your product or service as an answer to a question that has yet to even be asked. About surveying the landscape, and centering the conversation on your organization’s vital role in the mix. About building long-term relationships, not one-off campaigns.
We work hand in hand with our clients to define what success looks like and how we can measure results against our aligned goals. We help them find stories worth telling, and retelling. We position them as thought leaders, turned to by media for commentary on what matters in their world. And we target “unusual suspects” that can deliver messages to market in new and different ways.
If we’re known for anything, it’s for digging deep – for removing the word “mass” from media and unearthing areas of importance to individual journalists, bloggers, and other experts. We tell that story. And we share the insights and interest items that line up precisely with their world focus – and ultimately with their readers’, viewers’, or listeners’ needs.
From traditional beat reporters to television’s hottest producers, from up-and-comers in the blogosphere to key commentators, we know the media. And they know us – as a prime source of some of the most important (and imposing) stories that need to be told.