|
|
 |
|
|
Many potential clients contact us and ask, "OK, so, how does this work?" Below is a brief
description of the process, from start to finish:
- First, we need any and all information regarding your project in order to determine
if publicity is the most effective course of action to take. Oftentimes, we recommend
that clients consider alternative marketing or advertising solutions to best increase
sales, brand identification or public awareness about their product or service.
- Once we have determined that publicity or media relations is the best course of
action, Marich Communications creates a complete plan that details what we are
going to do for you, including a tentative schedule of events. We use "tentative"
because world events can play havoc with any publicity schedule carved in stone.
- The next step is developing collateral materials for your press kit. This includes
press releases, background information, photos, past articles and anything else we deem
necessary to grap the attention of the media. You are part of this process! We need
your help clarifying exactly what information you want the media to have. For example,
if we feel a bio is appropriate for a press kit, we need you to tell us about your past
accomplishments. Accuracy counts and only you know all that you have accomplished.
- Simultaneously, we compile a list of the media outlets we want to contact on your
behalf. "Media outlets" is just a fancy name for the newspapers, radio programs,
television programs and magazines we are going to contact. By the time the collateral
materials (i.e. press kit stuff) is completed and copied, we're ready for the next step.
- We now send out the press materials to the first group of media. This is usually
"long lead" publications. Again, a fancy way of saying magazines. Many magazines work
three or four issues ahead. If it is January according to your desk calendar, the
magazines are working on their April or May issues! That means while there may be a snow
storm raging outside, we need to be thinking about springtime, sunshine and flowers!
From there, we work backwards by lead time. Television, radio and then, finally,
newspapers. There are some exceptions to this. We may want to get a "quick hit" or
instant coverage about something that is important right away. In this case, we may
start with newspapers because there lead time is only a matter of hours. For every rule,
there are a thousand exceptions. This is just the basics.
- Once the first mailing has gone out, we prepare the second wave of mailings and begin
contacting the first group of media. From there is becomes a "row, row, row your boat..."
process. Mail, prep, call, mail, prep, call, etc.
- On average, we start getting requests for additional materials within two or three weeks.
You would be amazed how many media people "misplace" the materials we send them. On average,
we probably re-send materials to 20-25% of the media. It is maddening, but it is important
to remember that the producers and journalists get hundreds (if not thousands!) of these a
week.
- Interview requests usually start coming in about the 4th or 5th week. It is not that they
are slow, it is that the media has to discuss the feasibility and appropriateness of the story
with people in the nose-bleed hierarchy of their respective companies -- just like where you
may work or like your publishing house.
- Once we book an interview for you, we guide you through that entire process. What you
should wear for television, how to handle tough questions, what to focus on, etc. We are
right there with you making sure things go smoothly.
- Depending on what your needs are, we supply you with a bi-weekly or monthly status report
so you can see exactly what we are doing and what the responses have been from the media.
The most difficult thing about being a client is the waiting. And waiting. And waiting....
This entire process takes time and patience. Things do not usually happen overnight -- they can,
but they usually do not. Most clients start to get "concerned" about the end of week #2 or
beginning of week #3. Because of our experience, we have become pretty darn good lay-psychologists
and can allay these concerns with a phone call. We have successfully talked many a client off the
proverbial ledge.
It is important to make sure you have the financial and emotional resources to make it through this
very exciting and nail-biting process.
|
|
 |
|
