Blog Archives

Public Relations Support for #FANCYFOODSHOW

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Everyone who’s anyone is at the Fancy Food Show. More than 44,000 industry professionals gather to discover the craft, care and joy behind more than 200,000 specialty foods. These are the largest trade events devoted exclusively to specialty food in North America.

Need help booking press appointments & interviews during  Contact luxury@prominencemarketinggroup.com

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Public Relations Support for #CANNES2015

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The Festival de Cannes is the largest film event in the world. It aims to draw attention to and raise the profile of films and, in doing so, contribute to the development of cinema and boost the film industry internationally. For twelve days each year, it attracts thousands of professionals and film enthusiasts from all over the world, who come to celebrate the cinema in a unique setting buzzing with cultural and artistic energy. In the midst of this privileged environment of discovery and vibrant mix of cultures, the Official Selection is revealed, which culminates in the award of the Palme d’Or to the best film entry during the Closing Ceremony.

Need help booking press appointments & interviews during #CANNES2015 Contact luxury@prominencemarketinggroup.com

Prominence Marketing Group Public Relations Accelerator Program

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It’s a phrase I hear over and over again from many brands — “I’d love to hire someone to launch our publicity campaign professionally, but we can’t afford it, so I’m just going to have to do it on my own.” Prominence Marketing Group understands that every growing company cannot afford a 5K-10K monthly public relations retainer.

Using PR as a marketing tool also allows you to gain credibility for your business. Reason being, PR presents people with information from a third party. We are much more likely to trust positive coverage about companies that we read in a newspaper, magazine, or on an online press release. Compare that to the only alternative that will reach the same volume of audience, such as using television, billboards, radio or other advertising methods. When you compare the two, you can see why more and more businesses are starting to develop PR strategies.

Overall, developing a successful PR strategy is fundamental in taking businesses to the next level. It provides the following benefits:

-It provides a vital role in promoting businesses to their customers.
-When done correctly, it can often provide a greater result than advertising, whilst costing less.
-It allows you to quickly respond to opportunities within publicity.
-If you ever experience bad press, having a solid PR strategy in place will reduce the damage caused.
-It can improve the overall image of a company within the community.

The Prominence Marketing Group Public Relations Accelerator Program awards one brand per quarter with public relations support at half the cost.  To be considered for the PMG Public Relations Accelerator Program, please click here.

Public Relations Support for @TheRugShow 2014!

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The Rug Show is a non-profit industry association comprised of producers, importers and wholesalers whose primary aim is to better promote and expand the collective interests of our industry. By bringing together a consortium of different rug industry businesspersons – particularly from North America – to develop promotional ideas, stage events and expand positive exposure for our wares across the globe, The Rug Show will develop marketing tools, promote member brands and expand mutually beneficial connections across the industry.

Need help booking press appointments & interviews during therugshow? Contact luxury@prominencemarketinggroup.com or complete form below:

*Prominence Marketing Group is a independent public relations firm 

Snap2Live featured on Beauty Style Watch

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URL: http://www.beautystylewatch.com/section/snap2live-safety-fashion-belts/

Prominence Marketing Group welcomes KeraVada

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Our lightly scented Ayurvedic oils and conditioners will immediately leave your hair shinier, healthier, and full of body. KeraVada oils are infused with the best organic herbs fresh from the rolling fields of India. We use the traditional indian method that has been widely used throughout India for thousands of years. Our methods naturally create robust oils, rich in vitamins, minerals and proteins that increase the growth and thickness of your hair.

Known throughout the centuries for their ability to dramatically moisturize the hair shaft, Amla, Brahmi, and Bhringraj, along with our exclusive nourishing herb complex, are slowly infused into a balanced mix of pure coconut, olive and GrapeSeed oils. KeraVada concentrated oils are sure to invigorate your tresses and have an immediate impact on your hair with your first use.

No Junk, all Natural:
You will appreciate that we proudly use no mineral oil, vegetable oil, waxes, or other fillers that leave a messy buildup or clog your scalp. You may choose from a wide range of popular lightly fragrance products or go naked with our unscented version. Designed for all hair types, Kera Vada oils are the decadent treat your hair has been waiting for.

Website: http://www.keravada.com
Twitter: http://www.twitter.com/keravada
Facebook: http://www.facebook.com/keravada
Instagram: http://www.instagram.com/keravada

Public Relations Branding for Luxury Goods

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“One Size Fits All” is true in some areas, but that’s definitely not true in the world of luxury goods. Getting that information out about specialty brands is incredibly important. And it’s just as untrue that public relations groups fit every size. For different types of companies, a different public relations team is necessary and with a team skilled in marketing for luxury goods, there may just be a perfect match.

Some of the capabilities to look for in any luxury public relations include the ability to generate good media coverage. That means not only conveying your brand identity in the best way possible in the communications put out to the media, but choosing the right places for these messages to appear and a specialized public relations agency will have those connections in place. Having strong branding initiatives is also important, as a luxury brand’s products gain as much value from their messaging as from the product itself.

For luxury goods, the products are made to be seen, which is why any public relations firm dealing with said products should be prepared to handle a variety of events. That can mean film premieres, fashion shows, openings and launches for people, places or products, and even charity benefits. Events create public spectacle perfect for generating interest and capturing a brand’s essence.

In this day and age, any public relations firm should also be equipped to handle crises that occur at a moment’s notice, and frequently that occurs online, which is why online reputation management is also a key feature to look for.

Managing the public face of a company is a complicated task, both to make it effectively convey a brand’s identity and to keep that identity consistent. With experienced luxury product public relations professionals, you can be assured that your product is being represented in a way that is unique in the marketplace that is sure to be to your benefit.

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Can you afford a Public Relations Campaign?

It’s a phrase I hear over and over again from many entrepreneurs, small business owners and inventors — “I’d love to hire someone to launch our publicity campaign professionally, but we can’t afford it, so I’m just going to have to do it on my own.”

Over the past several months, I have been conducting an informal survey among entrepreneurs and business owners who have contacted me about my services.   I have found that due to their lack of information or knowledge on the topic, many businesses typically over-estimate or over-budget the cost of a prospective public relations/publicity campaign.   During my PR consultation with them, I asked: “How much do you think it will cost to launch a solid, effective PR/publicity campaign for your product/business?”

Of the 102 people queried:
11% – Thought a professional PR campaign would cost $10,000+ per month
32% – Thought a professional PR campaign would cost $5,000-$10,000 per month
39% – Thought a professional PR campaign would cost $3,000-$5,000 per month
12% – Thought a professional PR campaign would cost $1,000-$3,000 per month
6% – Thought a professional PR campaign would cost less than $1,000 per month

The truth is — you can get a publicity/PR campaign in all of those price ranges.   What you get for your money and how effective the campaign will be is the real question.   It is true that the more you pay, the more you get.   But getting the most publicity/PR exposure doesn’t mean you have to get most expensive PR agency or specialist.

A good rule of thumb is to align yourself with a PR business that best reflects your business size.   Most times their rates will be in line with your prospective PR budget.   If you are a small business owner with two employees, you need not hire a high-dollar PR agency with dozens of employees.   Find a PR business whose office size and capabilities closely resemble your business.

Case in point — there is a large PR agency in a fancy building downtown a few miles from my office.   Frankly, we are not even competition to each other — in fact we have even referred clients to each other. Why?   They typically work with large corporations and implement campaigns of around $10,000 per month.   My business works with smaller businesses/individuals — a PR/publicity campaign with my company would be about $10,000 for an entire year, not just a month.

Mechanically, the downtown firm and my business do the same thing when it comes to PR campaigns — professional media release composition, extensive media market research, articulate personalized distribution to the media, months of media relations (article placements/interview scheduling, media request fulfillment, clipping/tracking of media placements, etc.).

Signing up with the big firm doesn’t mean you’ll necessarily get an experienced associate working on your campaign.   So are you getting what you are paying for? A friend of mine who works at a major PR firm gave me the following breakdown of billing fees in his office:

  • Interns/Junior Executives bill at $75 / hour
    (Very little, if any professional experience)
  • Account Executives bill at $100 – $125 / hour
    (1-3 years of professional experience)
  • Senior Account Executives bill at $125 – $200 / hour
    (Multiple years of professional experience. Agency decision makers.)

Compare those prices to many small PR shops or individual PR specialists.   Many have started their own PR businesses after years of experience in the industry and typically charge $50 – $100 per hour to professionally launch and maintain your campaign.   Many times, you can get a seasoned PR veteran who will work directly with you and your staff for cheaper than the Intern/Junior executive rate at a downtown firm.

However, one word of advice — when choosing a smaller firm or individual to do your PR, make sure they have the same tools that the bigger agencies do — updated media lists/contacts, personalized media distribution capabilities, professional clipping/tracking services to get copies of each of your media placements (articles, tapes from TV/radio shows) as well as the intangibles of expert communication/media relations skills and professional pitching prowess.   If they are cheaper, but don’t have all the tools to help you in the best manner possible, you are probably better off spending a little extra money to make sure your campaign is launched and maintained correctly.

The major benefits of hiring a professional (individual PR specialist or PR firm) to launch your campaign are:

  • Proper Campaign Implementation.   Improperly composed or poorly pitched campaigns are the major downfall of many PR efforts.   Poorly written, over-commercialized media releases, uncalculated, misdirected mass e-mailing of the release pitch, no follow-up media relations/media request fulfillment; etc..   Your first impression to the media is a lasting one — make sure it’s a good one.
  • Media Contacts.   Most PR agencies have established multiple media contacts over several years that can lead to much better and more numerous media placements for your campaign.   Let their foot in the door benefit you.
  • Efficiency and Effectiveness.   PR specialists/agencies generate publicity full time, 8-12 hours per day and know the ins and outs, shortcuts and secrets to getting the job done better and quicker.   Sure you could hang your own drywall or do your own plumbing, but do you have the tools, the time and the expertise to make it cost effective.   I always tell my clients, “You do what you do well, I’ll do what I do well and we’ll collectively move this business further up the ladder.”

One caveat when it comes to choosing a professional PR agency or individual to work with — signing up for a higher priced campaign doesn’t necessarily mean you will get better results than a cheaper campaign.   And the inverse is true as well.   Over the past year or so, many “low-cost PR/publicity services” have begun to pop up all over the Internet — ones that promise to write and launch a press release for as low as $99.   They are low in cost — because frankly many are low in quality.   Bigger is not necessarily better, and cheap does not always mean a good bargain.

If you have the time, tools and talent to launch and maintain your own campaign, you should definitely do so.   If not there are a number of public relations/publicity firms, specialists and services out there.   Research to find the one whose services and fees match your business plan.   Once business owners, entrepreneurs, and inventors learn more about their options when it comes to launching a PR campaign — many find that they can’t afford NOT to have one.

Article by: Todd Brabender
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Avoid Costly PR Mistakes In Your Small Business

Some of the top CEOs in the world have come under fire recently due to PR mistakes in their  companies. While PR is a critical aspect for any business – helping to shape how  the public views a company – it can very often make or break a small business.  Here are some vital tips to heed to avoid costly PR mistakes of your own:

  • Don’t dismiss bloggers. Blogging is the new media and the  number of influential bloggers is growing daily. More and more people are  turning to blogs to garner information on the people and companies they do  business with. If you have (or want) a blogger interested in your business or  products, you need to spend time fostering that relationship. For a small  business, this can be done in simple ways such as liking the blogger’s Facebook  page, interacting with him or her on Twitter and sharing or posting comments on  their content on an ongoing basis (not just when you want them to pay attention  to you). A blogger scorned can make for very bad PR.
  • Writing a press release isn’t enough. Press releases can be  an effective way to get the media interested in whatever your business is doing.  But just writing one isn’t enough – it will take a little homework on your end  to get to know the reporters that cover your business area and why they  would/should/could be interested in reading your news. Be sure you read what  they write on a regular basis, understand how your news might fit into that “beat” and provide them with an angle that is compelling to their readers  specifically.
  • Trust your PR agency. Public relations agencies get paid to  help their clients and are attune to handling situations that might be new to  you. The best ones will never give bad or ill-timed advice and if you have invested in them – assuming you went through a strategic process to choose them – you need to let  them do the job you hired them to do. Listen to what they say, ensure they  aren’t “yes men” (they should push back and/or question the status quo) and  create a partnership with them. Agency relationships fail when clients  hire experts and then try to control every aspect of what they do, rather than  trusting their counsel.
  • Have a plan. You cannot control everything – but you can  plan for most things. Have a strategic communications plan with clear goals, and  also plan for the inevitable crisis so that if it happens, you can react  appropriately. Too many companies fail to properly and swiftly address a crisis – including clear messages to its customers as well as the media – and suffer  the consequences for it, which can include losing trust from your most valuable  constituents.
  • Don’t fail to invest. I don’t mean investing capital to  start your business; I mean investing in your brand on an ongoing basis.  Updating photography and sales media are two very simple ways to  invest in your brand.
  • Know your company’s marketing goals. You have to know and  understand your marketing goals prior to investing in PR. PR is, in essence, an  extension of marketing. You would never leave on a trip without a destination;  make your marketing goals your PR destination. PR should also encompass a part  of your business plan. What is the company trying to accomplish  overall? Align your strategies and goals accordingly.
  • Target audiences appropriately. If you are selling hearing  aid batteries, you may want to rent a billboard near a hospital, not the one by  the local university . Understanding your target audience – who they are, where  they are, what they need and want – is crucial to maximizing your PR and  marketing dollars.

Overall, the best tip is to construct your business practices, ethics, and PR  strategies to ensure that people are always saying good things about your  business. Sharing content, ideas and news that’s helpful to your core audiences  is a great way to ensure that happens – and that PR is working for your  company.

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20 things PR is NOT

It is important for PR pros to educate others about what we can do for organizations.

This means explaining how our work benefits bottom-line goals. Part of this is showing and telling people what PR is and isn’t.

Here is a quick checklist of what PR is not:

1. The department whose sole purpose is to write, edit, and hawk press releases.

2. The business function whose only raison d’etre is publicity.

3. A business function that deals with the media and/or bloggers and NOTHING else.

4. A way to get free advertising—pure and simple.

5. Ever guaranteed to generate coverage.

6. Ever 100 percent controllable.

7. A profession filled entirely with unctuous jackasses.

8. Journalism’s peon.

9. A highly scientific discipline.

10. A craft that has figured out—with any sort of consensus—how its true organizational value should be measured.

11. A business function from which many CEOs emerge.

12. A profession whose practitioners have sound knowledge of business fundamentals.

13. The vocation that idiots who could not make it as journalists go into.

14. Always best carried out by former journalists.

15. The only place to house social media.

16. A complex voodoo priesthood that can only be carried out by geniuses with tons of experience.

17. Capable of whitewashing all sins.

18. A profession whose practitioners are all adept at speaking plain English.

19. Necessarily or invariably the adversary of media.

20. A synonym for spin.

 

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