Feature Story Placement and
We talk to reporters and producers on a daily basis, pro-actively pitching
stories to them. And based our conversations and e-mails, we also provide
a level of objectivity to our clients in evaluating story ideas in terms
of whether or not they will be of interest to your key media. (If we think
a story will not achieve your goals, we always provide alternative suggestions.)
We then recommend and target appropriate reporters and producers at the
national media and industry publications to secure feature story placements.
We advocate conducting monthly brainstorms to explore new customers or
partnerships, current trends, competitors' news, etc., and develop that
information into compelling story angles based on your business objectives.
Regional Media Relations
We have worked with regional media from around the country, from the
Arizona Republic to the Washington Post. Having local media
experience, where bowling league scores and school lunch menus are important
to the community, we identify whats relevant about the story to
the local community, even if were separated from the media by thousands
of miles and a few time zones. We have successfully worked with a number
of companies as they developed and supported programs to improve local
schools, whether detailed school-to-work curriculums, support for building
new schools, upgrading local schools infrastructure, or substantial
donations. We have helped announce good news, such as plant openings or
expansions, and have helped manage bad news, too, such as layoffs and
Industry or Vertical Media
Key practice areas include:
National and Business Media
We have established relationships with key reporters and opinion leaders, and maintain them in ways that establish our credibility so that reporters call us with requests. And with our journalism background, we understand reporters' beats and interests, how they work, what they look for (i.e., customer references and news before their competitors get it, for example), what they don't like (i.e, calling "just to follow up" or to offer a story after it appeared in their competition), and how to get them to pay attention to our clients. We learn our clients' objectives and match them with the right media, whether print, broadcast or online. We provide critical insight that transforms facts, information and strategy into compelling, timely stories.
We use the national media as the focus when developing strategic media
relations programs because companies must pitch a more substantive perspective
than new product features to interest business reporters. We develop comprehensive
programs, supported by story angles that take advantage of that perspective
and enable us to provide reporters with something they all ask for: context
how much a deal is worth, what are the implications for the industry,
etc. in other words, why the story matters. This focus also enables
us to reinforce our clients' strengths, their business and competitive
position, which synchs us with their business objectives.
Media tour services include: Determining goals, objectives and the news
element for the tour; generating interest and scheduling journalists and
analysts, preparing the client through coaching and conducting "dry runs,"
brainstorming and helping prepare the presentation (PowerPoint, video
or product demo) and creating specific press materials to enhance the
The rules for interacting with reporters, bloggers, Twitterers, Facebook friends (some of whom you may never have met in person) are changing as the technology evolves. We are understand the challenges of the new communications channels, continue to study them, and advise our clients on social media marketing, which includes blogging relations (even traditional reporters operate their blogs under different assumptions) as well as leveraging social networking sites like Twitter.
We help clients find the right way to connect with key stakeholders via social media marketing, which can include Twitter, LinkedIn, forums, blogs and microblogs, wikis, podcasts, video podcasts and YouTube. Based on an understanding of the client's particular strengths, skill sets and customers, we develop a customized social media strategy designed to reach client's stakeholders via blogs establishing their own or posting onto others' blogs as well as podcasts and microblogs like Twitter.
We offer a Twitter Lab Training to help prepare our clients to establish and maintain a presence on Twitter. Check out our blog article, "Tips on Taking Advantage of The YouTube Juggernaut." For B2B and nonprofit clients, we also produce multimedia customer case studies that incorporate video, audio, still photography, text and social media.
Executive Media and Presentation
With a former journalist as trainer, we provide half-day or full-day
media training that can help your CEO and other senior managers feel more
comfortable by better controlling the interview process and deliver key
messages more compellingly. This training can tailored for presentations,
helping executives deliver more effective presentations, from Road Shows
to industry conferences. This training can also be geared for positioning
to ensure that senior managers all agree on key message points while using
their own words to communicate. (One client that decided against spending
the time for message training learned the hard way: A USA
Today reporter called to complain that he could not use an executive
in his article because another executive had already given the same exact
quote to The New York Times.)
By speaking at trade shows and conferences, our clients
We identify the trade shows and conferences that meet your criteria and target your key audiences, whether customers, the media or investors. Our team has significant experience generating coverage at trade shows such as National Association of Broadcasters, National Cable TV Association, Comdex, Consumer Electronics Show (CES), TECHXNY/PC Expo and others. We have coordinated media interviews, hosted customer roundtables, and developed booth-based events tied to our clients' business goals. For Oversight Systems, we secured speaking opportunities for CEO Patrick Taylor at a number of industry conferences, including ACFE Fraud Conference & Exhibition, Institute of Internal Auditors: Emerging Trends & Leading Practices, CSIs 31st Annual Computer Security Conference, and North America Fraud Conference.
We have significant experience placing speakers at BusinessWeek events, Wall Street Journal's Technology Summit, Harvard Business School's Cyberposium and more than 80 other trade shows and conferences.
Our team knows key players in the conference industry from leading business conference organizers to niche market trade show representatives.
Product Launches, Positioning,
Technical Validation (Reviews and Awards)
Our media research can help develop product positioning to educate the market, if the product establishes a new category, or can differentiate our clients' products from their competitors, if there are other products already on the market.
Our approach to Technical Validation reviews and awards goes far beyond simply delivering a client's hardware or software to the media. We help clients determine a product's market readiness and positioning, influence testing methodologies, educate reviewers, facilitate technical assistance and track product release schedules. These components are critical factors in creating positive product reviews and helping clients win industry awards that will validate the technology in the eyes of key decision makers.
At Birnbach Communications, we offers a variety of offerings tailored to client needs from consultant services, reviews/awards programs, our awards database, risk assessment, reviewer's guides, and private beta tests and lab tours.
Our experience includes educating the market for Symbol's Personal Portable Shopper, a self-checkout scanner already popular in Europe but available in only one U.S. supermarket (a Finast's in Cleveland). Our campaign secured coverage in newspapers and broadcast outlets around the country, including USA Today, The New York Times Magazine (which hailed it as one of six key retail innovations), and positive features on ABC's "World News Tonight" and NBC's "Dateline." It also got the attention of Jay Leno, who mentioned it in his monologue.
Our Technical Validation specialists help ensure our clients' products survive the scrutiny of consumer product reviewers, including The Wall Street Journal's Walt Mossberg and BusinessWeek's Stephen Wildstrom, as well as the more technical trade reviews conducted by eWeek Labs, InfoWorld and others.
Check out our article on Technical
We can help identify appropriate awards, and prepare submissions to help our clients win. We are helping Bradford Networks become recognized for its superior technology through consecutive wins of SC Magazine Innovator Of The Year for Network Access Control, and earning a place on CRN's Emerging Tech List. We developed and executed the plan to help Mantas win the prestigious Waters Magazine award for Best Anti-Money Laundering (AML) solution in 2007 as voted by the magazine's readers; the AML category generated the largest number of votes cast by financial professionals across two dozen categories, and Mantas won by a sizeable margin. We helped Luxoft win recognition as a Rising Star in IAOP's Global Outsourcing 100 in 2007 and 2006 and a place on Global Services Magazine's Global Services 100 in 2006. Luxoft was named as the World's #1 IT Outsourcing Product Engineering vendor by the Black Book of Outsourcing of 2006.
We have also helped clients win recognition for their products, including
two "Four Star Ratings" from PC Magazine Projected Financials 3.0 & 4.0
in 2004 and 2005 as well as a "Hot Pick" from Information Security Magazine
for Q1 Labs in 2003.
Editorial Calendar Update
Ongoing Media List Development
Press Conferences and Webcasts
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