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Walker Sands offers unparalleled
expertise in executing successful press and analyst
tours. We conducts tours in conjunction with
the launch of a new company or new corporate strategy,
new or major product announcements, and significant
strategic alliances. We strongly believe that face-to-face
meetings with journalists and analysts results in
substantial increases in positive coverage of our
clients.
Some of the key press and analyst tour
activities we assist with include:
- Tour Planning. We plan the tour for you.
We begin with a discussion of objectives for doing
a tour and an evaluation of alternatives. In some
cases, it may not make sense to do a tour because
other options may be more cost-effective or because
the news value of the announcement doesn't warrant
a tour. In other cases, a tour may be the only
way to accomplish your objectives. If we decide
to pursue a tour, we determine dates and cities
and we create an initial list of target contacts
for meetings.
- Scheduling Meetings. We leverage our long-standing
relationships with the media and analyst communities
to schedule meetings and ensure that your tour
is successful. Journalists and analysts are exceptionally
busy and it helps to have pre-existing relationships
and a reputation for only presenting clients,
products and news that warrant the time and attention
of the media and analysts.
- Tour Preparation. We work with you to create
and perfect tour materials, including corporate
presentations and scripted product demonstrations.
We coach executives on presentation skills and
we "practice, practice, practice" until everyone
agrees that we are ready for show time. This includes
not only walking through your presentation materials
but also reviewing a long list of questions that
we think you are likely to be asked and defining
good answers to even the toughest questions. We
also provide a briefing document on each editor
you will meet with so that you understand their
backgrounds and interests.
- Conducting the Tour. We accompany you on
the tour, introduce you to the editors, and provide
feedback after each meeting to help you improve
your messages and your delivery. Our goal is to
gain maximum exposure for your new product and
to position your company as an industry innovator.
- Tour Follow-Up. We take detailed notes
during your meetings and follow up on any questions
that were not answered or additional information
that was requested. We also call the journalists
or analysts to get their feedback and ensure that
they received and understood your key messages.
We aggressively pursue coverage opportunities
from the media and positive recommendations from
the analysts.
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