FAQ’s About Press and PR
McKerns Development and PR specializes in public relations for business development and marketing.
Frequently Asked Questions about Press and PR – Read these and feel free to contact McKerns Development and PR with Your Own Questions
Q. How is your company able to get me press and publicity?
A. We quickly and efficiently work with you through engaging interviews to find the essence of your company, product or service. We consult with you interactively to establish your goals for seeking press and publicity. The process is fun, upbeat and extremely productive for top management and staff alike.
Goals for wanting press and publicity vary. Developing new markets, growing existing ones, seeking alliances, investors or partners, might be just a few. Or you may have a very specific story to tell.
These are your strategic goals.
Q. My company wants press and publicity, but we are not really sure where the story is.
If you want press, but are not sure where the story is, that is okay, too. We will review your firm, your projects and your people to get an overview of some potential story lines. The next step is to correctly craft the story so that it reaches the intended audience. We are experts in that.
Q. What makes a good story?
A good story is one that meets your goals at the same time creating a high interest in their readership. A good story has the potential of reaching an audience online and off (digital and print), inspire commentary and sharing of the story, and the people and ideas in it. For a full explanation of What Makes a Good Newsworthy Story, read the selection in the articles section of this website.
Q. Where will I be published?
Where you will be published can vary greatly depending upon those goals we mentioned. You may wish to reach luxury markets, specialty or regional markets, to a specific trade/industry, reach a niche or general public audience. We will reach the publications (print, online and blog) most interested in your message. It really is a two way street. If it reaches the interest of their readership, they will want your story.
Q. What will I need?
A great story and we will provide that. You might need some good graphics (Photos) along with your great story. Particularly if you intend to reach a publication that routinely uses or requires high quality photographic material. We will guide you on that.
Q. What if I do not have great photographs?
If you do not have, or cannot get such photographs, do not despair. There are many publications, including outlets that may assign their own photographers if the story is good. Publications also will use people pictures, and lifestyle pictures, showing the setting and people engaged in it, whether business or pleasure. It is possible to license quality photographs from many sources. It is also possible to create great infographics (visual interpretations of data and points) that are extremely popular in print and online publications.
At times, your market is highly dependent upon images, such as Interior Design or Architecture, and you may be required to produce high quality photographs (professionally taken) for certain publications. Without them, you can often still reach print and online newspapers, blogs, trade and consumer publications, but only with a great story. With so many online sources, online news outlets and quality blog sites, images may be posted directly into the piece or may be linked to. Don’t forget the power of video content.
Q. Do you have relationships with these publications?
A. Yes. With many. But these are not paid for services.
My firm has built a solid network of respectful attention from reporters, editors and producers. Many will come to me and ask me to develop a story based on their need at the time, or for an upcoming edition. I also query the publications with ideas and stories I have developed. I have an excellent success rate with both methods. I place stories with leading national and local print, trade and industry publications, in magazines and newspapers, over the wire, internet and broadcast media. However, this is not paid placement, such as with advertising or advertorials, and therefore an interesting story and content is essential.
Strategic public relations and brand building specialist – turning startups into brands and bringing brands to new markets.
McKerns Development and PR. 264 Cypress Trace, Royal Palm Beach, FL 33411.
Copyright 2012. All rights reserved.