We work with brands, events and organizations to place them in front of their target audience. For some this might mean a national PR campaign and to others it may mean a hard-hitting local campaign aimed at driving attendance or awareness
Sprinkled throughout this site you’ll see examples – ranging from major national television and print to local news stories.
In the past most of our publicity efforts were targeted towards people who held titles like “reporter,” “editor” or “producer.” Today it’s just as likely that we’re speaking directly with your consumer as social media, blogs and viral marketing are common elements of most of our outreach efforts. We’re constantly monitoring what’s being said out there in cyber-space about you or your brand. Bloggers have had a dramatic effect on how brands are perceived and positioned. Clearly, the media landscape has changed and we’re changing on a daily basis as well as we have a team in place that works with this media type as well.
PR Strategy
Our team includes former journalists who know how to identify and position the key news and
product stories so that the media responds. We'll identify your key stories and develop
the necessary press tools to pitch your story to the media.
Product Launches
You’ve invested a lot of time in developing new products and chances are someone wants to know about that new launch. We work with the trade media to make sure dealers know about your new product line and we work with the consumer media to grow consumer awareness of your new product
Product Placement
We work with all kinds of media; from television and occasionally movie producers to magazine editors, web sites and newspapers from coast to coast. We specialize in working with a range of products and brands to get them results. The brands we work with create a synergy that often results in more targeted placements for all our partners. Many members of the media have come to trust True North and call us asking for brands we think would fit into their story line-up.
The Basics
There are many ways to reach the media, sometimes it is overwhelming. At True North we help you get your word out through (a small sampling. More information upon request):
- Office Visits: A visit to the office for a good old fashioned face-to-face meeting. We routinely book desk-side visits to meet with our media partners in their office so that we can walk them through the features and benefits of our client’s products.
- Themed Newsletters: Whether it’s Christmas, Mother’s Day, Father’s Day or Back to School, most publications publish special sections, from gadgets to fitness ideas to the latest gear. One way we make sure the media is up to speed on our client’s products is to send out themed newsletters giving writers, producers and web masters a handful of ideas for their special section.
- Events: We stage a number of media events each year aimed at building relationships between brands and members of the media. These events maximize an editor’s or producer’s time by allowing them to see multiple non-competing brands in one session. Some of these events take place in Manhattan giving us access to upwards of 70 editors / producers at a single event while others take place off-site, giving us a more intimate meeting with a select group of editors / producers.
- Stunts: Showing up where least expected can generate great word-of-mouth publicity for the brand.
- Press Releases: Sure, we do press releases - but that’s not going to get your product noticed. If you’re searching for a new PR firm and they mention “Press Releases”-- give us a call. While press releases are a great back-up tool it takes a lot more than a press release to get your product highlighted in the pages of your favorite magazine or called in by the producer of your favorite television show.
- Phone Call: Ok, sounds simple enough and should actually go without mention but there is no better way to know what media members are working on than picking up the phone and giving them a call. We’re talking with the media on a daily basis.
Trade Shows
Trade shows are a big investment for any company and we
believe that expenditure should be maximized by letting the trade know about your product launches
prior to the show. We work to ensure coverage in pre-show trade publications so that your dealers
are aware of product launches and company news coming into the show; we book appointments and
manage media relations at the show to ensure coverage to the trade and consumers following the show.
Social Marketing
We get you up and running with a soup-to-nuts approach
to social networking and social media. Our publishing platform, combined with strategic planning,
implementation and management by our social media experts, can help you turn your passive website
and one-way marketing approach into a dynamic, ongoing, intimate conversation with your audience or customers.
The Internet gave consumers a voice. Use social networking and social media techniques to develop a customer base that talks with you, and each other (and spends more).
Business Relations
There is news happening at your company almost every day. We’ll work with your team to help identify newsworthy stories and keep the business press up to speed on what’s going on at your company. These business stories range from mergers and acquisitions to new employees that have been hired for key roles to the launch of a new marketing or trade campaign.
Local Media Support
We have a local news expert on our team and while
we're based in
the Boston area and we work extensively with the Boston media, we have
a team of media professionals who work with local news organizations
across the country. This is particularly key if you have:
- a new store opening
- event series that needs local support to drive participation
- products that have sold into a certain region and need a localized push to create interest
- a service located in a community that needs exposure or if you’re service is expanding into a new community
Using the Web
The web has redefined Public Relations as we know it. True North
is leading the way in not only pitching products to the web but also helping you track that information.
Its vital that you know whats being said about your brand on the web. Our services not only will get you
noticed on the web but we monitor whats being said about you on the web so that if a situation arises we can address it before it gets out of control.
