The Process...
Discover
We ask the important questions
Research
Then we get to know the industry or marketplace
Strategize
Come up with vetted solutions
Test and Refine
Messaging and Communications
“I receive dozens of pitches every week on new gadgets, websites and web services. Each reads pretty much the same way. The e-mail starts with ‘Hi Amber, I hope this finds you well’ followed by four or five paragraphs that are copied and pasted from a traditional press release. These all end up in my trash.”
— Amber MacArthur, technology reporter
Website and Information Architecture
“The question I always ask executives is: ‘If someone calls you on the phone, how long do you give them to tell you what they want?’ Usually the answer is, ‘Less than a minute.’ Then why do these execs think someone would give them more than a minute of their time, wading through a press release? Grab the audience’s attention, spur them to action, then let them go. Put the fluff into a long version of the release you hang on your website, if you have to.”
— Mike Pierson, chief, Community Outreach at Air Force Space Command
“Publicity is absolutely critical. A good PR story is infinitely more effective than a front page ad.”
– Richard Branson, British business magnate and founder of the Virgin Group