Johnson Direct Public Relations Services

STRATEGIC PLANNING
The time and effort to create a plan will save your organization a lot of headaches at a later date. A plan will include:

• Publicity objectives
• Priorities and tactics
• Target market profile(s)
  • Who are your competitors?
  • What is your market share potential?
  • How can you reach these markets?
• Target audience profile(s)
  • How do they perceive your products/services?
  • How can you motivate them?
• Authority and approval process
• Budget

Putting your goals to paper is the first step to making them a reality. It is important for your organization to understand why publicity is an important part of its marketing efforts to:

• Inform people about how to choose, buy and use your product or service.
• Persuade prospects and customers to buy your product or service.
• Counteract misconceptions about your product, service, organization or cause.
• Get prospects and customers to contact your business or visit your store or Website.

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MARKET “MINI” PLANS & EXPERT BIOS
One product or service may have special or different goal than another. A meeting with the manager (or the appointed media resource/expert) of each product/service area you’d like to publicize is an important step in determining this. Each meeting takes at least one hour. Interview questions are prepared in advance of each meeting. The manager should be prepared for the meeting with any and all marketing materials (literature, news releases, ads, etc.) developed over the last year for his/her area.

Following the meeting, a “mini” PR Plan, specific to each area, is developed. The plan includes:
• Publicity objectives
• Target audience(s)
• Appropriate PR strategies
• Target media
• Editorial opportunities (referencing data collected for media database)
• Next steps

During these meetings, it is important to also gather pertinent information about each resource/expert. With this information, a brief bio for each individual is prepared so that it can be shared with the appropriate media.

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MEDIA RESEARCH & DATABASE
Good media relations begin with understanding the needs and wants of the editors/reporters on your list. In-depth research is the first step in building a rapport with the media. In the end, we know each editor’s deadlines, contact preferences, topic interests, and much, much more. In fact, we collect over 20 pieces of information for each media target.

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INTRODUCTION MEDIA KIT
A “formal” introduction is the first step to generate interest from the media, and familiarize him or her with your company. An introduction of your business or a particular product/service to a media contact can begin by sending a professional-looking media kit and making a follow-up phone call. The media kit and cover letter should be personalized for each media contact, and customized to appeal to his or her publication’s interests.

Includes: development of news release, fact sheet, expert bio(s), pitch letter(s), photos, etc.

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MEDIA INTERVIEW(S)
Media interviews are one of the most effective public relations tools. Once an interview is scheduled, it requires a commitment of time and interest from the media interviewer. An interview can take place over the telephone, during a trade show or press conference, or at your office/facility.

Finding a timely and newsworthy reason for the media to interview your company for a story is not easy and often requires the help of a qualified public relations counselor.

Includes: negotiating and scheduling the media interview(s). Preparing interviewee(s) and media representative(s).

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CASE STUDY, TREND OR HOW-TO ARTICLES
A case study is a success story told objectively and includes the “testimony” of a satisfied customer. Most publications feature at least one case study per issue because it is an effective way to communicate relevant, proven products or practices to the readers they serve.

A trend or how-to article provides helpful advice in the form of specific examples and proven strategies. The editor/reporter may reference quotes from one or more experts. Or, the article may be by-lined by an industry expert.

Includes: writing the story and negotiating placement.

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PHOTO SHOOT COORDINATION
A photo shoot’s specifications depend on how an organization plans to use the image. Preparation for an in-studio or location photo shoot involves choosing a qualified photographer and much more. For example: scouting a location, obtaining sample products, choosing and finding props, selecting a backdrop and casting models.

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ONGOING MEDIA RELATIONS
Creating and encouraging a two-way communication relationship with the media does not happen overnight. Media professionals have expectations that go beyond submitting well-written releases and meeting deadlines. Finding a reliable, credible news source is what every journalist hopes for.

One way we maintain a win-win partnership with the media: when a client’s expert identifies a market trend, hot topic or controversial subject, he/she calls us. We do our homework, develop the idea for a particular publication and negotiate a placement with its editor.

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EVENT PLANNING & EXECUTION
News conferences, grand openings, fundraisers, celebrations … they all have one thing in common – LOTS of details.

Johnson Direct offers creative planning and effective project management, making your job easier. We’ll take control of the details, which ultimately dictate the success of your event.

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