Ever read about a competitor in a newspaper or magazine and wonder why your company isn’t receiving media attention?
Or, worse yet, read an unfavorable or inaccurate article about your company??
Strategic media relations is a key component of effective public relations. Eiler Communications specializes in media relations services: Reaching the right media outlets—specific writers and editors—with the right message at the right time.
Let us show you how media relations can help drive your business forward.
Strategic media relations raises awareness of your company, its products, and its services with customers and business partners, creating a leadership persona that piques interest and helps your company sell.
A news release is the “who, what, when, where, why and how” of an announcement. It is important because it conveys information that can have interest to media. It will help you sell by spreading information to people who are likely buyers of your product.
A press release is a written or recorded communication directed at members of the news media to announce something deemed newsworthy. Typically, it is e-mailed, faxed or mailed to a writer or editor at newspapers, magazines, radio and television stations and/or television or radio networks. A press release is placed on a web site and serves as a constant bit of information when the site is searched.
Well-written news releases can increase your sales, expose your company to people you target and enhance the image and awareness of your business and products. Examples of poorly written and well written press releases are at this link: www.eilerpr.com/professional-writing.htm.
The availability of new electronic media to reach a target group means the best way to send information is no longer by a printed and mailed release except for public companies where simultaneous disclosure is required.
Press releases help you sell by creating broad awareness of your business and products.
Topics that will be covered in your industry’s most important trade publication are planned annually, so writers at these publications know that, for instance, in July, they’ve got to fill their publication with articles related to a planned, specific topic. These editorial calendars provide PR pros with editorial opportunities that can serve as an excellent tool for telling a client’s story.
Using an in-house system to monitor and track various publications’ editorial calendars, Eiler Communications can find the perfect opportunities to get your company in front of key writers and reporters.
* Through its research and planning, Eiler Communications discovered that a key trade publication for NuStep, Inc. was planning a story related to cardiac rehabilitation in an upcoming issue. Eiler was able to pitch the publication’s editor a story related to NuStep’s usefulness in cardiac care, piquing their interest and meeting their needs in a thoughtful, timely manner. The result: NuStep was favorably covered in a key trade publication that is read by physical therapists, the company’s most influential customer base.
Editorial opportunities allow Eiler Communications to provide media outlets with information they need for planned, upcoming stories. Editorial opportunities generate ink by providing editors and writers with messages at the time they need this information the most.
Editorial opportunities leverage your expertise and keeps your company visible in key target media outlets, generating the interest and raising the awareness that drive sales.
Journalists at major business publications, television and radio outlets, and increasingly, in new media news organizations, generally cover specific “beats” and are assigned to uncover, and cover, stories within their beat.
Eiler Communications’ team of media relations experts can find the reporters that cover your company’s beat and attract their attention.
Finding the right reporter can seem straight forward… until you review a media outlet’s editorial staff and discover that there are five reporters who cover health care. Which of the five is the best person to reach with your story?
Reaching the right reporter is the best way to ensure coverage for your company. Through Eiler Communications’ press release services, you will get the most media coverage for your company.
Eiler Communications can help determine the best reporter with whom to share your press release. For instance, some reporters are syndicated, meaning their articles appear in newspapers across the country. Securing an interview and subsequent story placement with a syndicated reporter is a time and cost-effective way to have your story splashed across a wide variety of media outlets.
Eiler Communications’ expertise is rooted in its ability to help maximize your exposure and reach by effectively utilizing media and developing relationships with key writers who matter in your market.
By finding the best reporter to tell your story, Eiler Communication’s press release services increase sales by reaching potential customers and business partners with your story—a story Eiler Communications can help you tell in the most effective and compelling way possible.
When an impartial expert validates your company’s viability in the market, and supports the need for your company’s product or service, the importance of credibility becomes clear.
The sell cycle shifts from push to pull as your customers realize that you are the answer they’re seeking.
Research analysts provide this impartial, invaluable credibility. This credibility translates to an elevated position in the market, putting you one step closer further from “sell” to “sale.”
* Eiler Communications connected ABN AMRO Mortgage Group with an important industry analyst for a briefing on the state of the mortgage market and, more specifically, the future uses of technology in the industry. The result of the initial meeting was inclusion of a quote from one of AAMG’s key executives in the analyst’s “state of the market” report as well as several important key points AAMG considered integral to its strategic position within the market. Long term, this analyst continued to rely on AAMG’s regular briefings as a trusted source of information on the market. As a result, AAMG is routinely included in this analyst’s briefings and is often used as a successful case study when he addresses large conferences or conventions.
Eiler Communications helps its clients reach the right analysts for briefings, and helps our clients know the key messages to convey while briefing analysts. In almost all industries, but especially biotechnology, financial services and information technology, analysts play an important role in validating market trends and players.
Research analyst services aren’t right for every company, but for those companies where analysts can boost credibility and visibility, expertise and experience like Eiler Communications’ can make a critical difference.
Selling the idea of writing a story on your company to a journalist, known to PR pros as “pitching” the story, requires the same expertise as selling your company’s product or service.
Successful story pitching, “selling” your story, involves an acute understanding of media outlets, the stories they cover, the “tone” those stories assume and, well, the ability to make even the most technical story palatable.
Many public relations practitioners assume that knowing the media side of the pitching relationship is the most integral piece of the puzzle. At Eiler, we believe knowing your story, being part of your team, being able to talk about you and your company like it was our own, is of critical importance to a successful pitch.
We focus not only on what media are covering and the best stories to pique their interests, but also the most strategic ways to tell your story. So what you see in print is what you’d tell a potential customer. And what a reporter hears from you is the story they’re interested in writing.
Because the success of your company relies on more than one sale, at Eiler Communications, pitching a story is more than that one article placement. Pitching a story is opening the door to a long-term relationship where our clients become trusted media sources.
Eiler Communications’ media relations expertise enables us to effectively “sell” your story to target media outlets, increasing your name recognition with potential customers and helping you sell your product and services.
Crain’s 40 Under 40?
Sure, some business awards are better-known than others, but the awards that are important for your industry are as critical to your success as an Oscar win would be for an actor.
Eiler Communications works hard to determine the right business awards for your company to win-- and helps you win them. We’ve helped our clients win a variety of business awards, including Crain’s Detroit Business “40 Under 40,” Inc. “Top 100,” Mortgage Technology “Top 100,” and Mortgage Banking “Technology All Stars,” just to name a few.
And really, who can’t use something shiny and new for their conference room?
Business awards help companies sell by boosting morale, generating buzz and increasing visibility.
Eiler Communications helps its clients leverage tradeshow exposure in several ways, including speaking engagements.
Speaking engagements help boost a company’s visibility and firmly establish its leadership and spokespersons as experts with their industry.
Eiler’s clients have given keynote presentations at important conferences and conventions, participated in panel discussions, and on media roundtables.
* For ABN AMRO Mortgage Group, Eiler Communications secured speaking engagements for key executives in order to help the company raise awareness of important industry reform that was pending in government. Additionally, Eiler Communications coordinated on-site media briefings that furthered ABN AMRO Mortgage Group’s goal of increased awareness of this reform. The result was the creation of industry dialogue surrounding the reform where ABN AMRO Mortgage Group’s position was favorably and widely represented.
In addition to tradeshows, Eiler helps it clients become more visible in their communities by securing speaking engagements at local Chambers of Commerce, Rotary Clubs and similar organizations. By helping clients be more visible in their communities, Eiler Communications helps its clients achieve a leadership persona, ultimately helping attract and retain top talent and be an influencer locally.
For its clients, Eiler recommends appropriate speaking venues, secures speaking engagements, and also covers the little details that matter, like writing a client’s speech and inviting media to cover it.
Eiler uses its expertise to maximize a client’s tradeshow experience.
Speaking forums help Eiler Communications’ clients sell by helping them become more visible in local communities and within target organizations, ultimately reinforcing leadership and expertise with current and potential customers as well as business partners and industry influencers.
Most business owners know that tradeshows offer invaluable exposure for their products and services. Most businesses maximize the return-on-investment for tradeshow activities by purchasing an exhibition booth and sending key sales staff to “work” the tradeshow floor.
These traditional tradeshow activities are key to strategic marketing, but miss the big picture. Imagine the return-on-investment a tradeshow can provide through the long-term exposure that can be generated through media outreach.
Eiler Communications provides clients with tradeshow marketing services by securing media briefings with key trade journalists attending tradeshows. We secure media briefings, prepare executives for the media briefings, even hold press conferences as part of the tradeshow—all to help our clients increase visibility and maximize their return-on-investment.
Eiler Communications helps its clients truly maximize their tradeshow dollars by gaining exposure on the tradeshow floor as well as on panel discussions, as keynote speakers, and with media who are covering the event.
Effective public relations maximizes your marketing investment.
Tradeshow marketing services allow you to tell your company story to targeted trade journalists, generating “ink” that drives recognition and credibility.
“Larry has an real passion for his own, as well as his services' continuous improvement. A creative thinker, he has developed a discipline of optimizing his company's PR services to anticipate and adapt his services to exploit the continuous evolution of communication media. This allows Eiler Commununications to provide PR that is relevant and that reaches target audiences through the channels they actually rely on.”
Joe Marr, Owner, Marr Professional Development Corp.