When you have big news to share.

You understand your target audience.

When you have plateaued with your current audience and need to reach a new audience.

You have an allocated budget for a monthly PR retainer.

Public Relations – A public relations specialist drafts a specialized communication plan and uses media and other direct and indirect mediums to create and maintain a positive image and a strong relationship with the target audience.

Marketing – Marketing is the process of getting potential clients or customers interested in your products and services. The keyword in this definition is “process.” Marketing involves researching, promoting, selling, and distributing your products or services. The term “marketing” encompasses a broad range of strategies designed to identify, reach, and convince prospective buyers.

Advertisement – Advertisements are a guaranteed method of reaching an audience. It’s a marketing tactic involving paying for space to promote a product, service, or cause.

Public Relations campaigns are best suited for 6 months to 12 months.

3-month campaigns are most often timely and date-sensitive campaigns such as a release or message tied to a current event that may be outdated in 6 – 12 months.

The longest campaigns are for those clients whose businesses or expertise are “evergreen and regenerative” – meaning they are not tied to the shelf life of a new product launch; aren’t linked to a specific date; and can be re-stoked for a new round of media interest every few months. 

Establish clear objectives: Before launching a PR campaign, you should identify your goals and objectives. Determine what you want to achieve with your PR campaign, whether it is to increase brand awareness, improve your reputation, generate more leads, or drive sales.

Know your target audience: You must have a good understanding of your target audience, including their demographics, interests, preferences, and behavior. Knowing your target audience will help you tailor your messaging and communication channels to effectively reach and engage them.

Develop key messages: Develop key messages that you want to convey to your target audience. These messages should be consistent with your brand’s values, personality, and positioning.

Establish a budget: Establish a budget for your PR campaign, which should include the cost of creating and distributing content, hiring a PR agency, and any other expenses associated with the campaign.

• Press Releases. Informing the public about something newsworthy.
• Interviews. Securing and coordinating 1:1 meetings with relevant journalists.
• Opinion Pieces / Bylines. Writing articles on your behalf on a specific topic relating to your business.
• Press. Coordination of incoming media inquiries, media management, and preparation of answers in close coordination with the brand’s coordinator.
• Monitoring & Reporting. Monitoring what the media is saying about your brand.
• Monthly PR Activity Plans. Roadmap of all activities, including updates.
• Consulting. Recommendations and proactive suggestions for possible PR activities.

Marketing campaigns are strategic activities promoting a business’s goal or objective. Marketing campaigns could be used to promote a product, a service, or the brand as a whole. To achieve the most effective results, campaigns are carefully planned, and the activities are varied. 

Monthly retainers
BEST FOR: Established brands in need of full-service, day-to-day PR management.

INCLUDES:

• PR audit and strategy planning session
• Creation of media kit and message alignment
• Targeted and personalized pitch writing and outreach to a variety of media outlets, including print, digital, broadcast, and podcasts
• Creation of press releases and distribution
• Answering to media, media liaison, and media monitoring
• Media outreach and response tracking
• Management of external opportunities that may arise
• Monthly reporting and meetings

Pricing is customized based on deliverables and client budget.

Short-term campaigns
BEST FOR: Brands in need of hyper-focused and/or short-term PR support for an individual project like a brand or product launch or event.

INCLUDES:

• PR audit and strategy planning session
• Creation of media kit and message alignment
• Targeted and personalized pitch writing and outreach to a variety of media outlets, including print, digital, broadcast, and podcasts.
• Creation of press releases and targeted distribution
• Answering to media, media liaison, and media monitoring
• Media outreach and response tracking
• Bi-weekly reporting and meetings

Consulting
BEST FOR: Brands in need of a trusted PR counsel or corporations who need a temporary PR resource for a specific project, launch and/or campaign.

INCLUDES:

• Hourly consulting to provide strategic perspective on brand positioning and/or PR strategy
• PR strategy, planning and counsel
• PR coaching and training
• Minimum 5 hours per month