Third party endorsements carry a lot of weight. Sometimes it's not what you say about yourself that counts, but what others say. When you're quoted in the newspaper or on television as an expert source, when a feature story about you or your company appears, when you author an article in a trade publication, your credibility soars. But it's not just the volume of exposure that counts. It is knowing what to publicize and how to craft stories that will both interest reporters and make an impact on the public. It is also about knowing what your public reads and pays attention to, what influences them.
Publicity should also be measured by more than just the number of impressions, but by where placements appear and what they say. A savvy publicity campaign is dynamic, changing and responding to what is happening in the news every day. It is important to be able to craft a message around a news event that cuts to the heart of a targeted audience's concerns. These concerns might result from an industry trend, a recent Supreme Court decision, a new drug or product on the market, a published study. A new tax law may affect potential charitable giving. A new law may affect how an attorney argues a case. A product recall may impact the corporate sector.
A network of contacts is another vital aspect of a successful publicity campaign. Over the past 25 years, we have developed more than 12,000 media contacts. These contacts and our credibility have earned our clients exposure on a wide range of outlets, from Nightline, 20/20, Oprah, News Hour with Jim Leher, Wall Street Journal, Time Magazine and Business Week, to local ethnic publications, weekly newspapers, public and community affairs radio programs and business and trade journals, including Best's Review, Trusts and Estates, American Bar Association Journal, Computer World, International Herald Tribune, and Entrepreneur.