PRSA Recognizes Press Record Communications!

We are excited to announce that Justin Goldstein, President & Founder of Press Record Communications has been named an Exceptional Under 35, by the Public Relations Society of America’s New York Chapter!

This year, the society acknowledged the accomplishments, creativity, and drive that today’s young communications practitioners show and recognized those who are changing the landscape of the industry.

PRSA-NY established the Big Apple Awards in 1987 to celebrate excellence in public relations. Widely regarded as one of the industry’s most prestigious accolades, the Big Apple Awards honors innovative and strategic PR campaigns and projects. 

The New York Chapter of the Public Relations Society of America is one of the oldest, largest, and most prominent public relations Chapters in the country. Located in the media capital of the world, it offers top-level professional development, networking, mentoring, and awards. PRSA-NY serves communications professionals in agencies, businesses, nonprofit organizations, and government, as well as independent practitioners.

More information can be found here.

 

National vs. Trade Press – What’s Best for B2B?

When B2B companies ask whether to pursue national press or industry trade publications, we always ask the same thing: What’s your goal?

Often, the answer is lead generation and establishing thought leadership in their industry. The problem? They’re focusing on the wrong media.

Of course, it’s valuable to secure coverage in national print, online and broadcast outlets. But, the Wall Street Journal, CNBC and more are often shiny objects that won’t accomplish these objectives.

There are a few reasons why B2B businesses should prioritize trade media over national press:

Targets Your Audience

Let’s use information technology companies as an example. Their goal is to build sales interest and credibility with the technology decision makers at the businesses that they’re targeting. TechRepublic would be the perfect venue to do so, as the trade publication reaches a global audience of IT business leadership. Their target audience includes chief information and experience officers.

Yes, the Wall Street Journal reaches the business community. But the paper won’t reach a specific audience like this.

Friendly to Bylines

We’ve all heard the phrase, “content is king”. This is especially true with industry publications that have smaller newsrooms and are looking for ways to boost their online visibility while reporting on longer-lead stories. Executive articles, otherwise known as bylines, is one form of content that fulfills this goal and provides value to an organization.

These articles are typically 600-800 words and provide executives with a forum to showcase their expertise on a variety of industry topics like, “How will X industry change in five years” or more specific issues like “How can X industry improve their cybersecurity efforts”. These pieces need to be well-researched and not overly promotional in order to resonate with an editorial team and yield success.

Helps to Engage Customers

It’s so important to leverage your trade media placements when connecting with customers. Include links to coverage in your monthly newsletters or in your follow up emails to prospects. Applying to speak at an industry event? Be sure to attach your best trade media placements to your application. Will you have a booth at the event? Load your media coverage onto flash drives and distribute those drives to everyone that stops by to learn more about your organization.

Customers will always appreciate seeing that an independent, third-party source has vetted and values your company.

We are by no means saying to neglect national press. It would be foolish to do so. But, we strongly believe that obtaining trade media coverage should be the goal, if you want to develop new customers and grow relationships with your existing buyers.

A New Journey & Partnership

Big news for Press Record Communications! We are thrilled to announce a new partnership with strategic media relations firm Nardi Media.

We’re combining more than thirty years of experience to achieve a common goal: drive strategic media relations for our clients that cultivates awareness, builds thought leadership and achieves their sales and marketing goals. We’ll do this through proactive and reactive media outreach, media tours and training, message development, and more.

Headquartered in Washington, D.C. and founded by media relations and news veteran Ashley Bernardi, Nardi Media leverages its expertise in broadcast, print, and online media relations to generate media coverage for influential brands, thought leaders and executives.

Press Record Communications is thrilled to expand its operations into Washington DC, where we will continue to develop deep relationships with some of the nation’s top-tier journalists. Also, we can easily staff client media interviews at major networks and publications.

With offices in New York City and Washington, D.C., plus our combined backgrounds in journalism and media relations, we’re positioned to generate contagious success for our clients.

Three Assets That Can Help You Land Media Placements

Generating media coverage is a difficult task in today’s fast-paced news environment. If you’re a media relations professional, you know how stressful it is to develop a pitch that has just the right subject line or call to action to grab a reporter’s attention. If you’ve never tried to generate media coverage, you likely don’t even know where to begin. Well, the beginning is where the source of our pain often lies. We’re so focused on breaking through with journalists, that we sometimes forget to line up the assets that we need to do so.

A simple checklist can go a long away in lowering our blood pressure and developing relationships with the media! Here are a few items that I recommend adding to our checklists before engaging journalists:

Bios and high-resolution images or video

In an era of fake news, reporters are careful to verify that who they are speaking to is credible. Also, they’ll want to ensure that their source’s background lends to the story that they’re reporting on. If you’re working with an executive, go beyond securing their title, and gain an understanding of their day-to-day role in their organization and their past experience. Working with an independent thought leader in technology? Gather detail on the technologies and research that he or she is developing.

High-resolution images – particularly those that are at least 300 dpi – and video can help the media to attract readers attention, especially when publishing a story online. Unveiling a new product? Secure video of that product in action. Announcing a new CEO? Make sure to obtain an updated headshot of that executive.  

Links to social media

Does your client have a strong social media following? Are they seeing a good amount of engagement on their LinkedIn posts or Instagram stories? Let reporters know! Online engagement is key for the media in today’s digital age, and a chance to expand their reach on your channels can help to separate you from the pack.

Schedules

Make sure that all calendars are prepared for media engagement, especially for a major announcement. Be sure to stay on top your spokesperson’s schedule, so that you know when he or she is tied up in meetings for the week, or out of the country for an extended period. Also, consider setting aside a one-two hour window for interviews in your client’s calendar. We want to avoid promising availability and then taking it away and damaging our relationships with reporters.

Reporters are moving faster than ever in today’s digital age. Sharing these assets up front will help them to make a quick determination as to whether to pursue coverage of your campaign. You’ll also establish long-term relationships that will yield tremendous value.