Cultivating the Relationship

 By Jeff Cheatham, Senior Account Executive, TrizCom Public Relations

By Jeff Cheatham, Senior Account Executive, TrizCom Public Relations

Managing expectations is a critical component of the agency-client relationship at TrizCom PR. We often begin a new business development meeting by simply asking why they are interested in a public relations campaign. Some have replied that they just want to see their name in the paper, but most are using it as a marketing tool to secure incremental business for their businesses. They believe—and are often proven correct—that earned media equals credibility in the marketplace.

Another caveat we explain in exploratory meetings is that PR is a marathon, not a sprint. It can take months of careful planning, pitching and execution before a client begins to see worthwhile results. We also never guarantee anything. PR firms that promise instant stardom for a client shouldn’t be considered true partners. That being said, we will work our tails off to ensure success, we just don’t promise it from the outset. Our proof points are the client newsrooms we maintain on our website, showcasing earned media wins for each of our existing and former clients.

If the image in their head doesn’t materialize into their version of reality, we encourage an extremely open and honest dialogue with clients. All PR plans are signed off on by clients before we begin campaigns. Each includes objectives, strategies, tactics and most important—how will success be judged by the client? If we can prove we’ve met that standard of success and they’re still not happy, then something changed. We find out what it is, adjust our plan accordingly and continue working.

How to Get Journalists to Cover Your Event

By Jo Trizila, President & CEO, TrizCom Public Relations

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Events: At TrizCom PR, we love events – not only because they are fun but because they are parenthetical; they have a start and an end date, and events are measurable. For many of our events, the pre-promotion is more important for selling tickets than actual event attendance. However, if your event is a press conference, for example, press attendance is imperative.

However, unless you are promoting a best-seller, crowd pleaser or limited offer, it is often difficult to get press coverage.

Here is a good tip sheet from TrizCom PR for attracting media to your event.

1.    Create a plan. Think four months out for long lead pitches, 4-6 weeks out, a week out, the day before and post event.

2.    Know what the cool factor is – i.e., don’t bury the lead. Be as concise and precise as possible.

3.    What is press worthy of this event? Find the news hook. Is someone newsworthy speaking/headlining? Will a newsworthy person be in attendance (elected officials are always a great primer)? 

4.    Know your audience and where they are. Also know your journalist’s audience. Remember, selling the journalist is just part one to event PR – they must sell it to their audience. The topic MUST be relevant to their audience. I would not encourage inviting a technology reporter to a Junior League luncheon – unless Sheryl Sandberg is a member of this Junior League and has confirmed her attendance. Don’t forget your trade publications.

5.    Target influencers – identify top industry influencers and bloggers.

6.    Have images and video. An online press kit with downloadable high-resolution photos, biographies, agendas, etc. is always preferred, but place this information on a jump drive and you are just as good. The object is to make the media’s job as easy as possible.

7.    Can you tie your topic into a current event? We call this newsjacking.

•    If your association is holding a convention and there is a well-known speaker talking about insurance and the rise in premiums, pitch the reporter the speaker’s credentials and mention that he/she would be willing to talk on record about how the Affordable Care Act has impacted the xyzzy industry and their predictions for the future.

•    If you are hosting a medical conference and a leading M.D. is there to talk about a recent study but also has a new product to unveil, make sure you mention that.

•    If by chance you are hosting Fan Expo with Peter Mayhew (original Chewbacca from Star Wars), and a local woman who went viral for wearing a Kohl’s Chewbacca mask in her car has been personally invited to meet Mr. Mayhew – for the love of God, make sure the media is aware of this.

•    We represent a Boat Expo. Recently we tied in boat sales as an economic indicator for the economy. It worked. In fact, the economy topic is considered an evergreen trend. It will always sell.

8.    Write a press release or a media advisory. An ‘if we build it they will come” mentality just doesn’t work if they don’t know anything about it.

9.    Prepare your spokespeople with message points. Knowing why you want media there in the first place will help with what you want the journalist to write about (i.e., message).

10.    Have a person assigned to media. Nothing is worse than inviting a journalist to an event and they aren’t on the list or they wander around with no direction. Have a point person for them to text if they need anything.

11.    Make your own media. Photograph, video and Facebook Live at the event. At a few press conferences we have hosted, I was afraid breaking news would interfere with their attendance. I have hired a few photo journalists to mimic press and tape the event. The strategy works twofold – the audience and the client don’t realize they are not press, and secondly, you have great video to pitch post event.

12.    If it is a party, allow them to bring a guest.

13.    Remember the 5 Ws plus…
•    What? What is the event about? (20 words or less)
•    When? When is the event? (Date AND time – if someone is speaking at a particular time, note that. If it is a drop in at any time, mention that.)
•    Where? Where is the event? (Consider this when inviting the media to cover the event. I know of very few journalists who will travel for an event.)
•    Why? Why should the journalist care about YOUR event?
•    Who? Who will be there?
•    How? How do they let you know they want to attend?
•    Your personal contact information including cell.

14.    The final and most important factor - to get a journalist to cover your event is to simply invite them.


 
 

What the Future Might Hold…

By: Jessica Donaldson, TrizCom PR Intern

I am a senior public relations student in the Mayborn School of Journalism at the University of North Texas. I have already taken some awesome classes that have taught me the building blocks of PR. As the treasurer for UNT’s chapter of PRSSA, I’ve been given some great opportunities to learn about my career field. My experience with the Mayborn School has been excellent, but there truly are some things you can only learn on the job.

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For my last semester before graduation, I was fortunate enough to land an account coordinator internship with TrizCom Public Relations. This is my first real job in public relations, so I wasn’t quite sure what to expect coming in.

I have heard from other students that they did a lot of busywork such as making copies, checking emails, taking notes, making coffee, etc. at some of their PR internships. While those are tasks that need to be done, they are certainly not what being an intern at TrizCom is all about. On my first day I was already doing research for a client and writing a media alert. By Day Two I was using technology I had never heard of to compile media lists and keep track of local new opportunities. I have been here a week now, and I already feel more equipped to work in PR than ever before.

I think being an intern at TrizCom is a unique opportunity because of the professional staff here. Not only are staff members experts at what they do, but they genuinely want to share their knowledge with me. Just like a typical internship, I have learned a lot simply from watching how TrizCom’ s account executives interact with clients, create content and conduct research. What makes working at TrizCom different is that the account executives ask me to help them with their work, they give me assignments that actually matter, and they are always willing to assist me if I have questions.

So far TrizCom seems like a great place to work, and I am excited to see what the rest of the semester holds.

Clutch Names TrizCom PR as a 2017 Global Leader in Public Relations

By TrizCom PR

Clutch recently announced the best digital and traditional service providers on their platform, amongst which TrizCom PR was named a Global Leader in public relations for 2017.

With over thousands of traditional service providers participating on Clutch’s ratings and reviews platform, it’s incredibly challenging to stand out amongst the rest as a top agency, especially for public relations which is one of their fastest-growing research segments.

For many years, TrizCom PR has been distinguished for our strength in forging strong connections between our clients and the media, communicating their messages in ways that get them close to their goals. Our communications expertise, along with our commitment to delivering PR campaigns that drive success for our partners, is what has contributed to our ranking on Clutch.

The biggest component to our Clutch ranking, however, is our client reviews. What makes Clutch different from other reviews sites is they take the time to connect with our clients over the phone to gather thorough and meaningful feedback on what it’s like partnering with our firm. Their reviews, all of which can be found on our Clutch profile, have given the TrizCom team even more reason to be proud of what we’ve accomplished so far as a company:

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We’d like to thank our clients for sharing their feedback with Clutch and for being such supportive partners over the years. TrizCom is fully ready to continuing delivering quality PR work that makes our clients proud, and that drives up our placement on Clutch.

 

Holiday Gifts Guaranteed to Bring Cheer Throughout the Year to PR Pros

By Katie Mudd, TrizCom PR Account Executive

 

Tis the season of giving, which means friends and family members are anxiously trying to find the perfect gift for you. Public relations professionals are trained to spot trends, which means they are often early adopters and great gift givers but notoriously difficult to give gifts to. For those seeking the perfect gift for the PR pro in their life, look no further – we’ve gathered a few items that are guaranteed to bring cheer throughout the year.

1.    Time

Public relations professionals are always on the go – balancing client meetings, events, deadlines and media interviews. A missed meeting cannot be afforded. To help keep track of time consider a stylish smart watch from Apple or Fossil.

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1.    PRSA membership

Our industry is ever-changing, and networking is key to stay on top of the game. Consider prepaying for an annual membership to PRSA Dallas.

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1.    Kindle

Avid readers make stronger writers. Gift the gift of a limitless library with a Kindle e-reader.

 

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1.    Relaxation

Working in this industry is not for the faint of heart. To help public relations professionals stay focused and refreshed, consider adding an essential oil diffuser to their desk.

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1.    Caffeine

There’s no problem that can’t be tackled with a little kick of caffeine. Whether it’s coffee, tea or Diet Coke, make sure the PR pro in your life is fully stocked with their favorite potion to tackle any task.

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1.    Personalized stationary

The most important element of the work we do is maintaining relationships with those we work with. Whether it’s a client, partner or media contact, it’s nice to send a quick note every now and then.

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1.    Monogrammed notebook

I never leave my desk without a notebook. Whether I’m attending a client meeting, media interview or brainstorming with a colleague, I like to have a clean notebook to track my thoughts.

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One of these suggestions is sure to please, or perhaps you’ve been inspired with an idea or two of your own. Whatever the case…

Happy Holidays & Happy Shopping!

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Not Your Average Internship

By Rebecca Ellis, Guest Contributer and TrizCom PR Intern, Summer 2017

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The word “internship” is one that college students know well. Internships are just as, if not more, important as what you learn inside a classroom. If you’re like me, you’ve spent hours researching companies online and calling everyone you know asking if they know anyone looking for interns. Finding a company that you like and that likes you can be incredibly difficult. Luckily for me – and hopefully lucky for you if you’re reading this, I found TrizCom.

There aren’t many companies that value their interns the way TrizCom does. In fact, value isn’t even the correct word to use. TrizCom invests in their interns. TrizCom selects young professionals who are eager to begin their career and takes them under their wing. They not only teach them, but they shape them and mentor them until they are ready to go out on their own.

TrizCom taught me so many things that helped me succeed throughout my college career. The most important skill I learned from TrizCom is how to write. I’ve taken that with me through all of my classes. Whether it’s a press release, media alert, fact sheet, resume, cover letter, blog post or just a professional email, I learned how to write from TrizCom. From my PR writing class to my business communication class to my women’s studies class, my writing has improved in every aspect.

If there is one word I would use to describe how I felt during my time as an intern at TrizCom, it would be “supported.” TrizCom supports their interns. There was not a day that went by that I didn’t feel like I was a part of the team. There was not a day that went by that I felt like the work I was doing wasn’t important. There was not a day that went by that I wasn’t excited to go to work. Where you have strengths, they let you shine. Where you have weaknesses, they show you how to improve.

When you are a TrizCom intern, you are not a coffee-fetcher. You are not a copy-maker or a phone-answerer. You are a part of the team. You are an employee. You are a creative mind that has valuable input. You are just as important to them as they are to you.

Giving Thanks

TrizCom Public Relations

Happy Thanksgiving, All!

Some of you are clients (past, present and future), some associates, some colleagues, and all of you are friends to us at TrizCom. We are all very grateful for you. Brainstorming and creating, helping you tell your stories and sharing your missions – thank you for letting us support you as you have supported us. We want to take a moment to wish you all a very happy Thanksgiving and share with you what we’re thankful for as we enter this holiday season. We invite you to leave us a comment on any of our social media pages with your own gratitudes! Have a lovely holiday weekend. And thank you.

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Jeff Cheatham, senior account manager – I am thankful to have both a peaceful home life and an office full of wonderful co-workers. As I’ve learned in the past, it’s awfully hard to attain both.

Dana Cobb, director of business development & senior account executive – I am thankful for my family: the ones I was born with, the ones who I chose and the ones who chose me. Every year sees a passing of milestones, relationships changing, kiddos growing, tender moments shared. I am always thankful for the ability to love the ones I’m with, especially during the holidays!

Katie Mudd, account executive – I am grateful for my awesome husband Chris and our two adorable pups Heidi and Coco. Paired with the awesome clients we work with at TrizCom, there’s never a dull moment that isn’t full of adventures – whether it's chowing down on tacos, filling up on barbecue, cuddling adorable pets, chatting up celebrities or checking out the biggest boats!!!

Jennifer Kuenzer, digital specialist – I am thankful for my family and friends, a warm and loving home, and the ability to help (in some capacity) where ever my help may be needed. I am thankful for the wonderful opportunities I’ve had this year to follow my passions, take more chances and to learn new things.

Jo Trizila, president & CEO – Things I’m thankful for: journalists who love our stories, iPhones, email clutter sorting, unsubscribe buttons, productive meetings, call forwarding, above the fold placements, doing the right thing, endorsements, challenging opportunities, grand openings, slow news days, our awesome clients, Taco Charlton, clean mammograms, health insurance, gold, platinum, silver, helping kiddos with cancer, outliving yourself, puppies, safe places, sports protection, pain free backs, children’s theater, celebrity infatuations, powerboats, having the best public relations campaign in DFW, prospects,  the best darn barbecue ribs in the nation, influencer outreach tools, journalists who are on social media and – more over – journalists who are on my personal pages, the diversity of our clients’ brands, data, branding, embargoes, feature stories, partnerships, being named the best PR firm, referrals agency partners and 9.5 years of TrizCom PR....

Looking back on an incredibly busy and, at times, challenging year, I'm most thankful for the campaigns we have launched that truly made a difference.

I’m beyond grateful for having a talented and dedicated team of professionals who have never lost their focus, passion or commitment, and for our many clients who put their trust in our hands – day in and day out.