Pay-as-you-go-PR

This service allows you and your organization to cultivate your PR skills and see some quick results before you cut a cheque for an agency.

Pay-as-you-go-PR

fills a strategic need for organizations that make the wise decision to take public relations one step at a time. Read a summary of our 3-step approach to Pay-as-you-go PR.

This service doesn’t necessarily intend to offer a long-term solution to building your brand. Nor does it replace the need to build more comprehensive communication strategies for your organization.

This service does offer the perfect solution for an organization that is eager to try out PR and build skills in this area without immediately re-thinking your entire marketing budget.

Pay-as-you-go PR offers a simple, 3-step approach:

Step1: free consultation to assess opportunity

First, we offer a free 60 to 90 minutes consultation to assess PR opportunities for your organization. We may ask you to fill out a questionnaire before our meeting to kick-start our discussion. For example, are your clients and prospects heavy media consumers? Where do they get their day-to-day information? How can you position yourself as a specialist in your field? Do you need to be quoted by media? Do you need to place articles? Would having lunch with a key journalist make a difference? Do you need to list yourself in directories, link to websites, or take other actions to get recognized as a spokesperson in your area of expertise? How does your organization benefit from this media exposure? How do you measure impact and leverage results? Where is the low-hanging fruit?

Step 2: Set-up pilot project plan

Second, based on our conversation, we build your customized Pay-as-you-go PR plan to cover the next 12 months. This will generally be a modest public relations campaign based on your priorities. The project plan will include a customized list of media targets and/or specific journalists. It will offer a mixture of media relations techniques and other PR opportunities. It will also give you a goal, objectives and a timeline to achieve them. Finally, we will give you a detailed list of pay-as-you-go fees associated with your campaign. We have to charge you a small set-up fee to put this project plan together for you. Even if you don’t wish to go head with the pay-as-you go campaign, the customized plan is yours to keep. This one-time set up fee ranges from about $1,500 to $1,750.

Step 3: Pay only if you see results

Third, we activate the plan. Heule Communications will give you frequent updates and work with you to obtain the PR results we discussed. We will call journalists for you; scan the news for opportunities; and talk to you regularly to assess how you can leverage PR opportunities based on your current activities.

PR results generated during the Pay-as-you-go PR plan depend, in part, on your organization’s commitment to work the plan. We will ask you to return media calls promptly. We will ask you to offer ideas for articles and stories. You will need to approve media releases and post them on your website. We will discuss your involvement in-depth when presenting your plan.

Finally, Heule Communications only charges a fee per media mention and/or meetings. In other words, you only pay our fees when you see results. Fees for media mentions are based on a number of factors, including the following:

your organization’s request to appear in the publication

circulation of publication

your organization’s position in the article

Position of the article within the publication (i.e. front page v.s. deep inside the paper).

Similar factors apply to on-line and broadcast opportunities. Any other services (i.e. services other than media placements including writing services if requested) will be charged at $85/hour (blended rate).

Work Samples

Heule Communications can provide work samples. We invite you to visit www.heulecommunications.com for a list of clients, projects, and testimonials.

For more information about our PR approach, read our article ‘shoestring PR’ at http://www.iabc.com/search/?q=heule&btnG=GO

Contact Heule Communications

Nandy Heule, MA

Principal

Accredited by IABC

Heule Communications

905.451-0043

416.509-0501 (cell)

NandyHeule@HeuleCommunications.com

www.HeuleCommunications.com