Media relations are an invaluable, cost-effective component of your marketing arsenal. Experienced executives know that good press, or lack thereof, can make or break a company. In fact, studies show that decision-makers are five times more likely to be influenced by editorial copy than advertising. Get great stories and you make your revenue numbers, or get that crucial investment round closed. Get surpassed in the press by your competition and the results can be nothing less than disastrous.
Chicago public relations firm Walker Sands pursues a wide range of focused activities to facilitate coverage of our clients. We proactively create coverage opportunities and we respond to solicited coverage opportunities.
Prior to pursuing coverage, we work with you to make sure you are prepared and have optimal chances of obtaining good coverage. First, we strategize on the public relations plan and what messages we want to deliver to whom. Then we do all the hard work that ultimately pays off in excellent coverage of your company and its offerings. This includes everything from creating the press kit to lining up customer/analyst references, from training management on how to talk effectively with the media to deciding which publications they should be talking to.
With these foundational elements in place, we then aggressively solicit media coverage on your behalf. We develop and maintain comprehensive, focused target lists of editors and influencers who are interested in your offering. We send press releases and other materials to them, invite them to your events, and develop the relationship between you and them.
We review editorial calendars and follow up on published opportunities to secure coverage. We call publications on a regular basis to learn about new opportunities. If appropriate, we arrange for press tours in which you visit the media at their offices. We work with editors to suggest novel story ideas or to gain coverage of a specific company press announcement. We pursue feature coverage, roundup coverage, and sidebar coverage. Secured coverage will potentially include product stories or reviews, case studies, executive profiles, and by-lined articles.
Once we have a specific opportunity in hand, we manage the process for best results. We arrange for management and analyst interviews. We proactively work to ensure that your coverage is good. For example, in the case of a product review, we can work with the reviewer to define the evaluation criteria and we always follow-up to address any problems or open issues. We ensure that the publication has access to graphic materials such as logos, screen shots, or product shots. We coach your spokespeople through Executive Q&As. Our detailed knowledge of your company and your industry allows us to deliver the highest service levels to journalists which ultimately translates into good and growing coverage for you.
We close the loop with you by preparing timely status reports and by providing clippings back to you as they occur and periodically in a bound media coverage book. We constantly monitor your satisfaction with our results and make adjustments accordingly.
It's not what you know, it's who you know. We leverage our extensive network of contacts to generate high profile coverage of our clients across a broad range of trade and business press, including: