What does the PR team do to drive awareness for Dallas Fan Days? At TrizCom, it simply means giving maximum effort. More hours. More research. More heart. As a young PR professional, joining this team allowed me to dive head first into managing a huge event. I learned how to pull a story idea from every angle .
Whenever a business is in the news that is not an advertisement we call that earned media. Many times, people refer to this as free media vs. paid media. The word “free” is a misnomer as a earned media is not as free as we may think it is. Earned media requires significant manpower from start to finish.
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.
By Jo Trizila, President & CEO, TrizCom Public Relations
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.
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.
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.
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:
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.
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.
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.
By Jeff Cheatham, Senior Account Supervisor at TrizCom PR
At TrizCom PR, we get a lot of mileage out of our client spokespersons. Generally, when we onboard a new client and have them fill out our questionnaire, we’re up front in asking who is allowed to speak on behalf of the company. It may not surprise you to know that this role is usually filled by the owner, CEO or president of the organization. However, industry experts can be found at all levels of the C-suite family.
One of my clients is a nonprofit organization heavily vested in the health care enrollment process. For those still unaware, open enrollment on the health care exchanges began Nov. 1 and ceases Dec. 15. In the run-up to Nov. 1, my client was sought by major news organizations ranging from The Washington Post to Kaiser Health News.
I discovered something along the way.
The calls, emails and requests for an interview with this individual began to accelerate as time went on. It seemed as if health care reporters nationwide were reading the articles in which he was quoted. Needing sources for their own reporting, they sought him out time and time again. The more he was quoted, the more calls for interviews occurred. It got to the point that I felt like an air traffic controller, trying to line up media interview requests the way that planes are slotted for runway landings.
So what is a good company spokesperson worth? If you classify yourself as an industry expert in the organization you represent, how much ink are you currently getting? What might it mean to your company—and its incremental sales—to have your name mentioned time and time again in media outlets with circulation numbers in the hundreds of thousands?
Organizations should take a good hard look at who represents them. Speaking on behalf of a company as an industry expert can provide you with an implied endorsement that even money can’t necessarily buy.
I should know. I’m still catching up on the last three weeks of coverage my client garnered for his company in the last month.
Still think public relations doesn’t work?