Section V: Invoicing Procedures & Fees

Public Relations Procedures

Public Relations Planning

As part of our integrated approach to marketing and when the opportunity allows, we always consider public relations as part of the strategic planning process and are prepared to deliver a PR strategy, meant to reinforce and support the marketing creative.

Following the strategy session, we will prepare a Public Relations Plan Worksheet, which is then utilized in drawing up the project PR proposal we present to you. The selection of PR tactics to target specific audiences or achieve particular objectives is critical to a Three Dimensional branding program’s success. Using this planning sheet also gives us a reference useful in ensuring the project PR plan is in keeping with the overall marketing communications plan.

As an integral component of an effective Three Dimensional marketing strategy, Public relations is responsible for the creation/engagement of the following PR vehicles:

» Developing Press Kits (Print and Electronic) » Developing Media Lists » Drafting/ Distribute Press Releases » Webinars/Webcasts » Positioning Clients as a Media Source » Op-Ed Articles » Letters to the Editor » Press conferences » Press Clipping Services » Special Events/Trade Shows » Speech Writing » Photography » Internet Monitoring » Developing Fact Sheets » Drafting By-line Articles » Social Media Strategies » Content Marketing » Social Media Influencer Out-reach » Quarterly Newsletters » Annual Reports » Community Calendar Listings » PR Campaign Measurement

Why Public Relations is Important

» Media coverage increases credibility

Paid advertising increases name recognition. Public relations increases credibility. When people read a story about the excellence of your product in a newspaper or see a story praising your company on television, they are much more likely to believe it and to have a favourable opinion of your organization.

» Media coverage helps you attract “quality”

prospects

Because public relations increases credibility, it helps you attract those who want the best. When people have heard of you and have a favourable impression of you, it is easier to attract and hold their attention while you tell your story.

» Media coverage makes you a player

Coverage is important publications or on TV can make your organization look much larger than it is.

» Public relations helps you avoid price competition

If people believe that you are the best, they will understand why it is worth paying your price.

» A public relations program stretches your marketing

budget

Because the media does not charge for news coverage, the relative cost of a good program is a lot less than for paid media or a direct mail campaign.

» Best way to launch a brand

Public relations is also considered by many as the best way to launch a brand or new product. When something is new the media often will write about it because of its news value.

04 Client // SECTION 04

Information

04To better perform our strategic planning and marketing duties, we require in-depth access to information about your products, services, audience, sales, distribution channels and recent marketing efforts, successful or otherwise. To gain this information, we will send you a questionnaire for each product or service, that falls under our project parameters. Or, if available, you may provide product/service data sheets or other current documentation. We can review this material and determine if we need more information, in which case we’ll notify you. Each time a new product or service is introduced or added to our account responsibilities, we will provide a questionnaire for you to complete, or About Client Products & Services request your product documentation. You should keep file copies of any completed questionnaires for your own reference, and notify us whenever updates are needed. By maintaining current reference information for all products and services, we can ensure that marketing materials produced by Verb Strategy & Creative are correctly written, displayed, and are error-free.