approach to press relations
The strength of a planned and sustained Press/Public Relations campaign is its ability to communicate, inform and educate through the perceived impartiality of the press.
A creative PR campaign will also reach audiences that cannot be reached cost-effectively through advertising. In short, PR will make a positive contribution to the promotional effort by reaching the parts advertising cannot.
These aspects of PR are important to reach and influence the widest possible audience. And the content generated via a press campaign can be used for so many other marketing acitivites including your website, email marketing, social media, etc.
Clearly your promotional objectives will not be achieved by simply issuing press releases. Yet with a great deal of information to communicate to a large number of people, PR should be an important part of your promotional strategy. To influence the widest possible audience and reach the broadest possible range of publications, PR must:
Be planned and carefully targeted
Present your messages in greater depth
Challenge conventional solutions
Planned Targeted and Tailored Press Releases
Hundreds of press stories, features and releases are submitted to the media every day. To ensure that every press opportunity is fully exploited, the story should be immediately identified by the editor as relevant for his/her publication. We make sure that each press release is carefully targeted and tailored by making it relevant to each candidate media sector.
Pro-active PR for In-depth Editorial Coverage
PR planning at Cantillion King means regular contact with editors, journalists, bloggers, etc. to change press release opportunities into extended features. The stories are offered on an exclusive basis in advance of press releases. Meetings are arranged with important editors. Suggestions for articles are presented for consideration.
Challenging Conventional Solutions
Where possible press relations should be used to challenge conventional solutions in key product or market sectors. This helps to differentiate and provide positive reasons for customers to buy.
Stimulating Product PR
We will ensure that the PR programme is carefully regulated and that news releases are never dull! Each item should be newsworthy, stimulating and genuinely interesting. Photographs and applications information will be used to add interest to product stories and ensure that quality enquiries are generated.