Services Public Relations

WHAT'S THE POINT OF GOOD NEWS, IF NO ONE KNOWS ABOUT IT?

No point at all.

That's why ROI's suite of services includes expert, proven public relations (PR) capabilities for "spreading the good word" in print, broadcast and online general, special interest and trade media.

Some people think "PR" and think "Ah, free advertising." Wrong! What the media wants and expects is information with true news value (as opposed to pure self promotion) that will prove interesting to readers, listeners and/or viewers.

In fact, PR is one of the most cost-effective ways to "get the word out" to your target audiences. It also is true that, because you are putting information in the hands of the media who may edit or rewrite what you have sent, PR sometimes allows less control than any other type of marketing communications. That's why it is critical to have the services of an experienced PR practitioner to steward your PR program.

Remember that PR is an indirect way to communicate with your target audiences. You must convince the media to tell their audience your story in the way you would like it told. Strong-arm tactics backfire badly. And it is important to recognize that the media shines a spotlight on your company. As a result, any weakness may be reported right along with your strengths.

Having said that, PR, when integrated with effective marketing programs, offers unparalleled credibility for your messages, because it is published by an independent, third party source. And the fruits of your PR program often can be reused to great advantage, with one piece of news about your company enabling waves of spin-off publicity media. For example, a speaking engagement can be turned into a white paper to be placed on the web site for prospects to read.

Reporters can be invited to the presentation and do interviews with the speaker afterward. The resulting articles can be e-mailed or mailed to prospects and customers and reprints can be placed in sales kits. PR can be the glue to integrate a variety of marketing programs.
ROI's PR professionals serve companies large and small, single and multi-market. They have the skills and abilities to produce compelling messages and deliver your story to the media in a manner most likely to generate desired coverage, providing:

> Media relations
> Investment analyst relations
> Industry analyst relations

Programs include:

> Message development
> Editorial calendar development/ scheduled opportunity pitches
> Press list development and maintenance
> Press release writing, distribution and follow-up
> Media training for executives
> Scheduling speaking engagements and drafting the presentations
> Press and analyst tour arrangements and implementation
> Customer success stories for bylined articles and press pitches
> Monthly coverage reports on your company and competitors
> Interviews for spokespeople
> Press kits, graphics, pictures and materials for the media
> Crisis management program strategies and tactics

Effective PR is a staged, planned process. It takes hard work and persistence. It is a "WHAT you know and WHO you know" game. But knowing the right people will never get a worthless story placed. The key is developing story pitches with solid, clear messages and knowing where to place the story. ROI's PR professionals will help your company get the attention you deserve.