Good, effective public and press relations - unlike any other marketing endeavor - can build value in a product or service, and it is one of the most cost-effective marketing activities available to any company. A full-page article with photo in any magazine can garner more exposure, and higher quality exposure, than an ad in the same publication. Articles written by third parties inherently possess third-party validation, can build credibility and add value to the product. All of this can be achieved at a fraction of the cost of ad placement.

     A PR professional is critical to handling and promoting your product to the media.  Chase Rainer Media has a terrific track record in press and public relations as evidenced by the quality and volume of placements we have achieved, and the respect editors have for our representative companies' executives as experts in their fields.

     We understand and will educate our clients on the subtleties of public relations. Editors are often inundated with press kits designed to "sell" the editor on your product. Well-intentioned marketers who know promotions and advertising tout the virtues of the product or service - how terrific they are, how cost effective they are. It is not the goal of public relations to "sell" editors on your product or service. It is our goal to provide them with information and insight that will interest their readers. How will your products or services change the marketplace? Who has used them effectively? Who will most benefit from what you offer? 

Within your comprehensive marketing plan, we will develop a comprehensive press and public relations plan with some or all of the following items.

Message Development

We work with your organization to clearly identify the key messages that articulate your position on various issues, including development of message briefs and identifying media targets.  We also help you establish internal protocols and procedures for how to react when the media call.

Media Relations

We help facilitate your access to the press and broadcast media, whether in reaction to the days news or when proactively pitching a news item. This may include editorial boards, meetings with reporters and telephone contact.

Press Kit Development

The initial press kit is critical to effective public relations. Having a press kit that shows off your brand, delivers professional, well-written information that the editor can put directly into the story, and provides the editor with easy, quick facts is the beginning of long-term professional relationships with the press.

A professional press kit will include:

•  A fact sheet - the editor's quick reference guide to your company;
•  A corporate backgrounder - your company's history and development;
•  Product and services backgrounders - the facts of your company's developments;
•  Biographies and photos of key personnel;
•  Your latest press release (if current);
•  Other notables, like a human-interest backgrounder, testimonials, and other items specific to your industry.

Crisis Management

You can't avoid it. There will come a day when you have to respond to some crisis or negative publicity in your business. From an editor who misses a critical fact in a story and publishes erroneous information, to quotes that come out of your mouth meaning one thing and on paper seem to mean another, to corporate crises like cutbacks, loss of key clients and layoffs, you can count on needing a crisis response management plan in place.

Chase Rainer Media will help you to be ready for that day, and make sure key messages are ready before hand and that speakers are in place and trained to be able to handle the Medias inquiries.  Knowing how to respond thoughtfully and intelligently, will help you retain faith in your company and maintain the customers who rely on your service after a crisis.

Media Training

We make sure our clients arent put in a position where they have to "think on their feet" when staring at a reporters microphone and camera or ink pen and pad.  We train you what to say and what not to say, how to anticipate a reporters questions and how to stay on message.

Strategic Planning

Strategic planning is a management tool, period. It is used for one purpose only - to help your organization do a better job.  It helps you focus your energy to ensure that your team is working toward the same goals, and helps you assess and/or adjust your organization's direction in response to a changing environment. Chase Rainer Media will guide your decisions and actions that shape and brand what your organization is, what it does, and why it does it, with a focus on the future.

Media Tours

An effective way to get the media to use you as their first resource is to first go to them. A tour of editorial boards and reporters will get your message in front of key media and analysts quickly and effectively. You will maximum your exposure for your dollars spent. And you get not only immediate exposure, but long-term

exposure that will pay you back time-and-time again because these editors and reporters are now able to "put a face" with your company, its principals, your products, and/or services.

Press tours are intense, grueling events that require advance preparation, tour support and follow-through to be effective. Chase Rainer Media will:

• Develop a list of, contact and secure appointments with editors and analysts;

• Develop effective pitches targeted to the editors and analysts you're meeting;

• Advise you and train you on the nuances of working with press, support you on the tour at each briefing; "close" on what result the meeting has achieved;

• Follow up with each and every editor and analyst to provide additional information, confirm editorial publication dates, and continue to maintain the relationship.

Press Releases

Press releases provide editors and reporters with current, time-sensitive news. A press release can be used to launch a new service, report the success of clients, announce an event, etc.  Press releases will be developed based on important happenings at your company and must be credible in their news value, so that editors respect and value the information released from your company.  Many companies flood the market with releases, but at Chase Rainer Media, we believe - no, we insist - on keeping a credible, respected relationship with the press by distributing only real news and timely media alerts.

And once the calls from press start coming in, we carry you though the process by managing all follow-up interviews and subsequent stories.

Pitching Stories

Pitching a story differs from hard news generated by press releases, because it ends up in the columns and features sections that a publication puts aside for these items. A good editor is often looking for more than hard news stories; stories with market interest, business trends or human interest. A pitch may be company-neutral in its presentation, but will recommend that your company, product or service has an important place in the topics that are being reported.

From there, it is Chase Rainer Media's job to "pitch" these stories to editors, hoping that one or more of them will find the story interesting. Our strong relationship with editors and reporters increases the success rate of these stories getting published.

Speakers' Bureaus and Placements

You are the expert in your field. It's our job to get you and your team positioned as experts.  Besides getting you quoted in articles, it may be advantageous for you to speak at conferences, tradeshows, community events and organizational meetings.  Plus we will train you and your team to maximize the message you deliver at those events.  Finally, we will craft your message for the audience you're speaking to, each and every time.