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The Power of
Public Relations
Public Relations (PR) should always be considered an integral part of a comprehensive marketing strategy.
Kaleidoscope believes that a PR program has the ability to increase your organization’s visibility and larger community awareness through the press. It is a very powerful tool in attracting new customers as well as maintaining loyalty with existing ones. It is one of the most cost-effective and reputable means of marketing communication. Many consider PR to be more effective than advertising because of third-party affirmation and support of your products and service. In order to deliver the desired results,
Kaleidoscope ensures that the PR plan is in place that addresses the goals, messaging, delivery, desired results and measurables.
To maximize your public relations efforts, it is critical that
we develop clear messages that can be delivered by trained spokespeople. As in branding, the key messages need to be embraced by the organization as a whole. Focusing on the core value propositions,
Kaleidoscope leverages corporate key messages and modifies them to relate specifically to the primary and secondary target markets.
Successful PR is determined by relationships with the media. A relationship based on trust and mutual respect will translate into better opportunities and coverage. Relationships are nurtured
by Kaleidoscope over a period of time and continual follow up is critical to success. An ongoing commitment to PR over the long term has been proven to be more successful than one-off initiatives. PR takes time to build but is well worth the investment in the end.
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Services:
Public Relations Strategy:
It is critical to concentrate your PR efforts so that you are delivering a clear message to your audience. Developing a long-term strategy, which coincides with the editorial calendars of target media, trade shows or industry events, increases the success of maximizing your coverage. Kaleidoscope will build the plan, prepare your team, set up the interviews and track the results.
Media Relations:
Developing relationships with the media is the key to success in public relations. These relationships are built over years and are strengthened by delivering knowledgeable spokespeople that provide what the media is expecting. Our team offers extensive relations with consumer and trade media in Canada and the U.S. We can promote your brand and products through print, radio, Internet or television.
Media Training:
Only seven percent of a total message is conveyed by the words, the rest is communicated via subconscious non-verbal cues such as tone of voice or body language. During an interview, it is critical to understand how these cues are being read and how to control them. A spokesperson’s job is to deliver the message to the audience:
Kaleidoscope can help you develop a plan to stay on target and maximize your exposure.
Press Releases and Media Kits:
Press releases and media kits are your calling
cards to the media. They must be developed so that the media understands the relevance and are interested in the story. This can sometimes be a challenge as the average reporter is bombarded with hundreds of potential story ideas and press releases a day. Kaleidoscope can wrap your story in trend information that appeals to a broader audience,
increasing the chance of breaking through the clutter and achieving exposure.
Dissemination:
Ensuring that your press releases hit the right target is key to successful public relations.
Kaleidoscope will research the appropriate dissemination service and group and negotiate the contract on your behalf.
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