It's always a good time to think about how you can work with the press, but some times are really good.
Use timing to your advantage
One key question any media outlet asks before picking up a story is, “Why are we talking about this now?” An organization with a good answer to that question is in a good position to begin working with us. Oftentimes we discover our new clients have several great answers to this question without even being aware of it. Examples of good timing for a PR campaign include:
A milestone (company anniversary, acquisition, round of funding)
A new product or service
An upcoming event
Threads in the news relevant to the organization, its industry, or an industry it serves
Problems we solve
In addition to time-sensitive campaigns, we often conduct a PR push for clients in order to create changes they would like to see in how their organization is perceived overall. We can almost always find a way to make a campaign timely. Here are some good reasons to engage us:
You feel ignored — you’re doing great work but the press and the public don’t know about it
You are an established player in your field but not as well known as you should be
Your outreach and marketing is not leading to the business outcomes you want to see
A GOOD FIT
Our clients typically derive the most value from our work when they …
… are established and profitable firms, or well-funded startups or nonprofits
… have at least one full-time marketing staff member who needs additional support
… focus on medium-term objectives six to 24 months out
… have a strong website and other owned channels in place