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What a new client can expect
Our working style is pro-active and client-responsive.
PR at Jane Ayer Public Relations has two meanings: public
relations and personal relations.
A new client's relationship begins with Jane Ayer Public Relations
developing a comprehensive PR program and timeline to guide
our working together. This includes goals, objectives, strategy,
and specific steps. This working document is used as the basis
for a campaign. As we continue working with you, we customize
your campaign to draw upon specific information we gather
as we get to know you and your needs. The program and timeline
are flexible to allow for adjustments throughout the course
of a campaign.
We are in frequent contact and meet with you on a regular
basis. Monthly progress reports provide a detailed summary
of activities carried out on your behalf.
In order to deliver optimal results, we do our homework. We
get in your back pocket, learning about your company and industry
from the inside out.
Some of the questions you may be asked
as we get to know you include:
Describe your company mission or purpose in a sentence
Explain why there is a need for your product, film,
service, or Web site.
What unique thing sets you apart from competitors?
What research have you done to support the need and
uniqueness described above?
Who are your current/expected/desired customers and
how would you describe the profile of your customer?
What are your short- and long-range PR goals?
What benefits do you expect to receive from a PR campaign?
What are your concerns, if any, of using PR, and how
might these concerns be alleviated?
What PR mistakes have you made in the past and what
was done to overcome them?
What have you done to promote your business to date?
What types of PR tools and activities have you employed
and how would you rate their effectiveness?
List some of the key media outlets you have reached,
and provide names of some key media outlets you are targeting
Describe your strategy for branding and promoting your
corporate image, and list the opportunities and challenges
involved with this approach.
What is your primary message, the main thing you are
trying to convey to your present customers or target audience?
What are the key factors for success in your business?
What is unique about your business, and what is unique
about each of the key executives?
If you have a Web site, who developed it, when did
it go live, and have you officially launched the site?
If you have ever advertised, provide some examples
of your campaign.
Do you have a corporate logo, printed stationery or
Do you have a current press kit?
What services have you or your PR agency used for distribution
of news releases and for the tracking of news?
Regarding graphics for the press kit, do you have recent
photos of key executives in both digitized and print format?
Do you have reprints of key media placements?
What trade shows, if any, are you considering for the
upcoming year, and which ones have you participated in during
the most recent past?
Who at your company will be appointed for daily contact
with the agency, including approval of press releases and
other editorial copy?
Who at your company will be the official spokesperson,
available for media interviews by phone or in person?
As part of our initial research about you and your company,
we gather the information for your press kit and initial press
releases. We help you to streamline and enliven your messages
so that they will have the most beneficial impact in the marketplace.
Development of a press kit and key corporate messages occurs
at the start of your campaign. Typically, your kit will include
a corporate backgrounder, bios and photos of key executives,
relevant industry background, and recent news releases. If
you are a dot.com business, a colorful screen grab of your
home page and other relevant Web pages is also included.
If your company spokesperson(s) need media training, we can
provide this before the initial media interviews. For more
background on what to expect when you interact with the media,
Disseminating your news
When you have a press release, the agency services it to its
targeted media list, utilizing the method journalists prefer.
For example, some media request mailed copies, while others
prefer either fax or e-mail. Increasingly, journalists are
requesting a majority of their information electronically.
This means that when you have news to announce and it includes
photos, the images need to be in a digital format for sending
When your news warrants the expense of distribution by PR
Newswire, we provide the release to this service. The dissemination
can be tailored to the needs of each particular news story--being
sent either locally, nationally or internationally and targeted
to specific types of media desired. For international distribution,
the news is translated into the native language.
We work with news monitoring services which provide a regular
reporting and copies of news clippings. Typically, there is
about a three-week lag time between the time the news appears
and when the agency receives it. For optimal tracking, the
agency provides the monitoring service with copies of press
releases and advises when interviews occur. We provide clients
with monthly activity reports, and these include copies of
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