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 instead to communicate and interest editors directly through one-on-one phone communication. In doing so, editors are more likely to see the true value of the article for their publication and, therefore are more willing to use the article. Consequently, Power PR is typically able to generate a larger quantity of 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, as well as 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 bring about consistently successful campaign results.
With the above systems in place, the Performance-based Marketing Publicity program can then provide and deliver upon its published article guarantee of 3 to 5 stories monthly, depending on the program. But also, it gives Power PR the confidence and leverage to offer clients a month-to-month contract, which, of course, is very appealing to any client. The point being that if the program is delivering, clients have no interest 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.”