 |
 |
You are one of my best PR contacts -- so reliable and informative and always helpful.
Gundi Jeffrey Correspondent, International Accounting Bulletin
Just wanted to let you know I have been using the interview questions you provided. They are working out very well. Not only do they provide good information, but they help candidates 'open up."
- HR manager on branding project & recruitment strategy
Download:
Media relations methodology for professionals:
Publicity Solutions
The professionals you need to reach are just as deluged with information as you are. When they receive your information, they will ask a couple of questions. Why am I getting this now? Do I care? Should I care? Do I trust the source?
A good PR consultant will help you answer those questions before you contact anybody. She will help you discover how to best present your information so it is relevant and timely. So, you get the attention you deserve.
Deadlines and "Fit"
Even when the freelance writer you are using is excellent, too often actually time saved on completing the project seems minimal. Often, this problem can be avoided when the project and the writer are a better fit.
News writers are trained to focus on what matters most; to keep texts short and sweet; and to respect tight deadlines. Newsletters, articles, opinion pieces, thought-leadership materials, research digests, and successful grant proposals -- all of these items need to be newsworthy to get read. A trained news writer may be your best fit.
If you need brochures, direct mail pieces, advertisements or sales literature, you probably need a copy writer. If you plan to spend more than a few thousand dollars on designing, printing and distributing the material, we recommend you work with an agency. This may be a good place to start: www.the-cma.org
If you need someone to review a lengthy, complex text for a demanding audience, a professional editor may deliver the best work. Here is an excellent site: www.editors.ca.
PR Strategies
PR focuses on ‘building awareness.’ That’s a good thing, but it can be difficult to measure how this helps professionals meet their goals. Your PR activities need to build trust, a sense of excitement and prompt people into action. That is as true for accountants offering auditing services as it is for health care workers promoting public policy.
Nandy Heule, a PR consultant based in the GTA, works with accounting and law firms. She also focuses on non-profits in health care and in the international development sector. You can review her media relations methodology for professional services firms or contact Nandy to review her approach to advocacy.
Resources (e-mail for your copy today):
- Tip sheet: Media Relations for Professionals.
- Find out: What exactly is PR? Download
- Discussion starter: Gift-giving at professional services firms. Can you find the best balance between being generous and building your professional practice?
- Tip sheet: PR on a shoestring budget. (Article as it appeared in CW-Bulletin).
- Pay-as-go-PR service
© Heule Communications. All rights reserved.