How

How it Works

Good PR doesn’t happen by accident...and it shouldn't be a mystery.    DCPR ties together the following components  to build a successful program.

Documents

Content

Push

Results

 

DOCUMENTS

 

A company’s personality can live and die by the written word.  Others will get to know and “hear”  you through your documents - press releases, backgrounders, and supporting materials  – it all becomes part of the record.  

 

DCPR works with clients to define the company “voice”, creating messaging that supports a big picture, connect-the-dots story.  Internally, well constructed messaging can align the organization–getting everyone  from the executive team to sales on the same page.   Externally, Documents form the backbone of a company’s “digital library”, providing the reference materials so website visitors can learn who you are.

CONTENT

 

…Not the same old story

 

Your company is more than the boilerplate in its press release. 

To the extent it wants raise its profile and keep it there, a company needs to feed the information appetite of  today’s highly segmented editors and reporters.  These are the gatekeepers to telling your story and they need a variety of fresh and compelling content to do it.       

 

DCPR works with clients to create well-constructed pitches and stories, contributed articles, and case studies to serve the markets you want to reach –whether its business, financial, trade, vertical or local press.

 

Pitch and Story Development

Companies don’t operate in a vacuum, and neither should their communications.  DCPR excels in collaborating with clients to identify and connect often disparate information into compelling stories that will appeal to those outside the company bell jar.    

 

Using objectivity and editorial perspective, we build stories that are mapped to news and trends, so they’ll resonate with your audiences by answering the “what’s in it for me and why should I care?” test. 

 

Contributing knowledge and intellectual capital     

Quality content is also more than company-centric.  By using white papers, research, and survey material, a company adds credible content to the market’s knowledge base, creating a position of thought leadership that translates into greater mindshare.   

 

 

PUSH

 

If a tree fell…

 

Having something worth saying is but half the battle, saying it to who matters is the other half.  Understanding who you want to influence and how to reach them is a key step in public relations.  DCPR’s ‘Push’ refers to the outreach activities we use to reach different publics. 

 

Whether through article placement, live speaking engagements, direct e-newsletters, or via your company website, using a combination of mediums ensures that you connect with people in a format they’re apt to receive and respond to.   

 

We understand that today’s audiences aren’t one-dimensional, but are hybrid constituencies with different touch-points, so we engage in activities to provide a consistent and ubiquitous presence. Push activities include:

 

Media and Analyst Relations
Media and analyst outreach is where “the rubber meets the road” …the key link in developing quality relationships and having input that effects exposure.

 

DCPR conducts its media relations with an editorial temperament – creating pitches that appeal  to the appropriate editors and reporters in a language and manner that supports their job - after all, they are the gatekeepers to your audience. Stories and pitches are well-honed and relevant to their beat and the editorial mission of the publication.

 

If you wouldn’t entrust an inexperienced  salesperson to sell your product or service to a senior executive, then you surely don't want anything less from the PR representative who's selling your story to a reporter.

 

Quality of media relations equates to greater receptivity and respect from journalists. 

  

Direct
Online communications such as e-newsletters are a blessing and a curse of today’s electronic self-publishing.   Sending out irrelevant information or overstepping the frequency in reaching out to prospects and customers can erase the goodwill your company may have worked so hard to achieve.  DCPR believes quality surpasses sheer noise when it comes to building relationships through direct communications.

 

Live Events
There’s little to replace the face-to-face dialogue, the bonds developed over time, or the trusted handshake. Most people understand the power of the personal relationship.    Aside from cloning your best salesperson or your visionary CEO, live venues can provide what no electronic media has duplicated –  the three-dimensional impact and imprint of human interaction.  Roundtable discussions, community events, and speaking opportunities can provide a strong forum for communicating with key audiences. 

 

DCPR works with clients to ensure there’s a  strategic rationale for having an event, where it can stand on its own merits, is properly themed and scripted, and possesses all the right ingredients - from participants, to location, logistics, and amenities. Otherwise events often  miss the mark and provide a poor return on the time, money and resources invested. 

 

DCPR is selective in recommending events, and when we do undertake one, we ensure all cylinders will be firing to maximize its success – whether defined by attendance, media coverage, message delivery, or positive and lasting impression. 

 

  

RESULTS

 

Moving the needle…

 

Clear and effective communications should be a goal in itself, yet every PR program should also be aligned with to support a client’s overall marketing and business goals.

 

Communications results can be direct and tangible, whlle others are less so and can take longer to qualify or quantify measurement.

 

Examples of direct results from a communications and PR include the following:

• Increased media placements and positive references
• Penetration into in top tier, influential publications
• Enhanced receptivity by the media to the company story, and increased frequency and quality of briefings.
• More web visits, prospect and partner inquiries, and other opportunities resulting from increased exposure and credibility.
• Greater number of sales leads…shorter sales cycles

 

And even though PR is but one part of the overall marketing mix, we look to leverage these successes as much as possible to benefit sales, employee communication, and other departments.  Because in the end, it’s all about your business.