Most clients want us to get them into the media - whether online, print
or broadcast - as a
more cost effective form of marketing than advertising.
Putting clients into the content of the media isn't
just cheaper than advertising, it's more effective than
advertising because people actually want to
consume content. Nobody reads the papers for the adverts.
People want to be informed, educated and entertained, rather
than advertised at.
However, media relations is not just about getting into the media.
Good media relations is about about managing the media:
asserting control over your communications with journalists;
making journalists' lives as easy as possible - actively
helping them to create their content; and placing clients in the right media, at the
right time, saying the right things.
Naturally we provide what you would expect from a media relations
service: the creation of content that media outlets can use
- whether text, audio or video; targeted dissemination of news releases;
production of feature articles; placement of spokespeople
for interviews; photo opportunities and more.
What's different is our journalistic focus. Our approach to media relations is based on creating
compelling content, hard news, insightful features - not PR
puff. We do this through solid planning, research, tracking
journalists' interests and generating creative angles.
All Parker, Wayne & Kent's public relations
professionals are trained in
journalism. This expertise, combined with rigorous public relations training,
gives our public relations professionals unique insight into exactly what
interests the media. This is a huge advantage for any business
wishing to increase their public profile and heighten
awareness of their brand.