A Different Kind of PR
Second, Power PR’s Performance-based Marketing Publicity program deals with editors at industry publications quite differently than traditional PR firms. Instead of employing a mass blast fax in a shotgun approach, Power PR chooses to communicate and interest editors directly through one-on-one phone communication. In doing so, editors are more likely to see the actual value of the article for their publication and, therefore, are more willing to use it. Consequently, Power PR can typically generate more quality published articles for its clients.
Project Management Teams
Finally, Power PR’s Performance-based Marketing Publicity program mandates a very highly tuned project management team, each member of which is fully accountable for the success of the client’s program. This team encompasses the hands-on marketing, media, creative, and account management personnel and senior-level account supervisors, who use daily production targeting and statistical management to maintain optimum production for their clients. It also ensures that clients receive continual communication on their projects and that the team is available to their clients whenever desired.
This level of project management and client accountability is relatively unheard of in the PR world but necessary to consistently achieve successful campaign results.
With the above systems in place, the Performance-based Marketing Publicity program can provide and deliver upon its published article guarantee of 3 to 5 stories monthly, depending on the program. But also gives Power PR the confidence and leverage to offer clients a month-to-month contract, which is very appealing to any client. The point is that if the program delivers, clients are not interested in leaving.
“Using traditional PR methods, no PR firm could offer a guarantee or a month-to-month contract and stay in business very long,” says Elliott. “The only way you could do it is to provide a Performance-based Marketing Publicity program based on sound marketing strategy, personalized publication handling techniques, and truly accountable client management. Only that could ensure published stories, such as we have in place here.”