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Customized Public Relations Programs

There are millions of small businesses, start-ups and new books. In fact, an estimated 100 million new businesses are launched worldwide every year. What makes yours newsworthy? Just being new isn’t enough to land media coverage anymore. Competition for media attention on all levels is tremendous. Nearly 50 percent of journalists receive 20 pitches a day but only write one story a day. Writers at top-tier media outlets receive an average of 38,000 emails a year–while the typical U.S. worker gets 12,000.

In very broad terms, your business, product, service or book must possess three key factors to be considered for coverage: timeliness, uniqueness and credibility. 

  TIMELINESS

What is the immediate need for your product, service or book? Does front-page news tie into your new business? Why should your audience (and the media) care about it? Does it solve an urgent problem in society? Will it appeal to many people? Pitching a profile of your business might work in local media markets and some trade outlets, but as a rule you need an angle with urgency. As award-winning former journalists, we know what media outlets want and need to make good stories happen. 

 UNIQUENESS

The Internet has created a global economy where small businesses and start-ups have competitors all over the world. Whether your target audience is local, regional, national or international, clearly communicating what is different and unique about your product, service, business or book is crucial to getting print, broadcast or online coverage.

                       

CREDIBILITY

Whether you are a business owner, start-up founder or author, establishing credibility is essential–not just to obtain media coverage, but also to build trust with your target audience. We can build credibility through expert positioning using valuable platforms like ProfNet and Expert.com. 


THE IMPORTANCE OF PLANNING

While every business, service and product may be different in some way, every PR program begins with a similar process: strategic planning. This plan is essentially a road map to your goals, maintaining focus and keeping what can seem like an overwhelming project manageable and on track.

A PR plan for your business/service/book/product might include some or all of the following:

-media pitching

-press release writing and distribution

-media list development

-connecting with influencers

-event planning and execution (including virtual events)

-producing media kits

-positioning clients as expert media sources

-guest blogging

-establishing and/or managing social media presence in support of PR efforts

-media training

Our plans are customized for each client and devoid of “busywork.” Press releases aren’t always warranted, and oftentimes results can be achieved faster without them.

There are many misconceptions about what public relations is, along with confusion about the role of PR professionals. LEARN MORE…


 

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I feel so fortunate that I found JW PR. They blew my expectations out of the water. Within only a few weeks they secured interviews for me in the Sunday New York Times and Woman’s World. They also challenged me to think beyond my book and better clarify long-term branding as an author. With Jennifer’s enthusiasm, diligence, knowledge and professionalism, she’s a must-call!

Ingrid Stabb, co-author of “The Career Within You” (HarperCollins)