Services
What is good PR?
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1. Good PR is telling the client what they need to hear instead of what they want to hear. Good PR recognizes that the best “PR strategy” needs to be followed-up with the client’s good products/services or else it’s all a vain and wasted effort that harms everyone’s reputation.
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2. Good PR is not just about the over-glorified launch. Good PR helps build and sustain a groundswell of brand support — incrementally changing consumer behaviours via a steady stream of relevant and candid communication to both “media” and “consumers.”
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3. Good PR celebrates the client’s customers in an inclusive, non-exploitive way. And, good PR welcomes the input of “neutrals” and especially “critics,” and adapts strategy accordingly.
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4. Good PR is proactive in idea generation and responsive in a crisis. Good PR finds the balance.
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5. Good PR is measurable. (And yet also hard to measure, since most clients want to measure different things.)
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6. Good PR leverages pre-existing relationships with influential people — relationships built on trust and credibility earned over years of service.
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7. Good PR almost always “gets ink” because a good story has been well-told to the right people.
Public Relations Perception matters
On a local level, is your company known to your community? Are you involved with your local town directory/Chamber of Commerce/sports clubs/charity events?
Public relations, sometimes called "public affairs," should really be called "media relations." Many companies have renamed it "Communications," which includes both internal and external communications. Its largest ultimate target is the public, which is most effectively reached through the media. While advertising targets that same public through purchased space and time in those very same media, it has limited credibility--no matter how good and creative (and expensive) it may be--because everyone knows it's a paid commercial message.
Essential Marketing’s primary challenge is to get their companies' products and messages positively portrayed in the not-for-sale pages and air time filling the valuable space between the ads. That's where journalists report the news, express opinions and review new products. And while most try hard to be fair and objective, they can't help having feelings and opinions--based on past experience and knowledge--about any company and its products going into any story. More
Public Relations Horses for courses
Because every automaker has a long-established, deeply entrenched reputation that is very difficult to change, one survey suggests that the average car review is 70 percent expectations (the reviewer knows what to expect based on his/her experience with that maker and its past products), 20 percent styling (positive or negative based on his/her reaction to the new product's appearance) and 10 percent the way it actually drives.
Essential Marketing don't design, engineer, develop or build vehicles. But because we know and understand media opinions of specific designs, materials and features we can influence their companies' products by effectively communicating to those who do that work.
We can also positively influence media reactions by the ways in which new cars and trucks are positioned, presented and demonstrated. The product presentation, who delivers it and how well, and the media drive carefully designed to showcase the product's strongest points and downplay its weaker ones, if any can be key. Essential Marketing operate on the "customer" side of the relationship as media members.
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