An initial meeting is set up to discuss strategic issues:
the Who? What? When? How? Why? as well as the potential pitfalls and coverage opportunities. In other words, we examine the question from all angles in order to pinpoint the true news story!
With our heads brimming with ideas, we begin establishing the most effective communications sequence.
We then produce press materials that are tailored to the media world.
Next, our team draws up a list of media contacts who are likely to be interested in the news story.
Lastly, we reap the benefits of our efforts: publications and interview requests.
Of course, these steps can vary from one offensive to the next. Each news story has its own recipe for success!