There is no boilerplate PR program. When you engage with Slater PR you will have a program that is tailored to meet your objectives. Whether it is to sell more products, promote your book, influence other professional audiences or simply make a name for yourself in the media, Slater PR will design a plan of attack based on your specific needs.
After a thorough evaluation, we’ll develop a compelling narrative of your product, brand and company profile along with a list of print and broadcast media specifically targeted to best meet your goals. We’ll then conduct an intensive ongoing campaign to promote you and your product by phone and email, with the impact of your story magnified through creative pitches that leverage seasonal themes and adapt in advance to editorial topics being planned by individual publications.
The core of our strength and the reason we’re better than most at getting our clients press coverage is the professional standing Slater PR has developed over the years with journalists and editors in the beauty and lifestyle media. Whether national monthly glossies, regional publications, trade press, daily newspapers, television news and talk shows, Slater PR is on the phone with someone in the media every day. And we’ve built a reputation with them so that when we phone, they know we’re bringing a quality story to them and they take our calls.
Long before a press release is out, Slater PR consults with you to understand product features, benefits and what is truly new and unique about your offering so that we can create multiple tailored pitches and press releases to appeal to the interests of different target audiences. Once the announcement date is set, we immediately begin contacting the media. Getting a quick jump with your news is important, as many journalists, particularly those from monthly glossies, work with long-lead deadlines. Four to six months out is not uncommon. So if you had a new product timed to be released during the year-end holiday season, we might begin pitching it in June or July in order to get it included in Holiday Gift Guide magazines.
Aggressive follow-up with the media after your press release is distributed is crucial, and is key to getting you the attention you want. Slater PR makes that happen by pounding the phones and email, hard! The average reporter sees hundreds of press releases every day, and without this effort, your release could easily stagnate at the bottom of their inbox. We’ll not only get your announcement noticed, we’ll get it up front on their to-do list of news to be covered.
Conference and Event Support
Industry events, trade shows and conferences provide an excellent venue for getting in front of the media to tell your story. Each year the media flock to major events as a way to get the latest news and updates on happenings in their business. We routinely attend these and other events on behalf of our clients, working in advance to engage media who will be attending in order to arrange meetings or otherwise ensure contact between them and our clients. Among the outreach conducted in conjunction with events are:
- Pre-event pitching to promote news and your presence at the show.
- Press releases tailored to the show and audience (consumers, retailers, buyers).
- Arranging media interviews at the show.
- Pitching local television media for on-air and in-studio appearances.
- Working with show media contacts to unearth opportunities.
- Attending media meetings at the show to foster relationships.
- Post show follow-up to encourage and secure coverage.
We’ve obtained print coverage for our clients in media including People Magazine, InStyle, Us Weekly, Glamour, Cosmopolitan, Yahoo! Beauty, NY Magazine, The New York Times, Ladies Homes Journal. Family Circle, Redbook, Woman’s World, FIRST for Women, Prevention, Women’s Health, Oxygen; and blogs such as Hungry Girl, The Nibble, AOL Health, MSN.com, Health.com, and Cooking with Amy.
We’ve obtained national and local television coverage in media including The CBS Early Show, ABC News, FOX News, CNN, MSNBC, CNBC and local programs in dozens of major cities throughout the country.