Your message matters — get it out there.
Why Does Public Relations Matter?
IN THE MARKETPLACE
Content Value Exchange
Effective modern PR requires trusted reporter and influencer relationships, an eye for a story, a knack for amplification and a lot of persistence. Bring it all together and you have a dynamic strategy that stands up to the communications challenges of the moment. We call it a “content value exchange” — and it’s all about creating a streamlined effort that champions story ideas reporters and influencers will find interesting and extends the life and usefulness of every story.
At the outset of any relationship, CSG works to calendarize and prioritize our PR consulting efforts to create the greatest possible impact from the jump. It starts with the creation and extraction of content and story ideas to be packaged into various forms, including pitches and bylines.
With the insights captured and packaged, we turn to promotion, tapping media and influencer contacts — on the national, local and trade level — to get the message out to all of the right audiences and outlets.
Our industry-focused approach means we have decades of experience developing relationships with key reporters and influencers in each of the industries we serve. Our industry specializations include financial services, health and wellness, education, consumer, sustainability, aerospace and technology.
Today, influencers extend beyond just the media to a landscape that includes bloggers, associations, analysts, podcasts, outspoken consumers and social influencers. For each of our clients, we map out all of the influencers we communicate to and through to achieve your business objectives.
Clients Past & Present
Interested in learning more about our PR services?
Proactive vs. Reactive
We work with you to establish your subject matter experts as go-to sources for the media whenever they’re working on stories that are relevant to your business objectives. We proactively ideate timely and relevant stories that will generate the most media traction and attention. In this process, we identify stories that hit your target markets regularly and use data research to make informed pitches and outreach. Additionally, we keep you apprised of upcoming media opportunities to ensure your spokespeople and subject matter experts are being offered as a source on relevant topics.
We continuously monitor for news, media inquiries and other opportunities to reach out to the media, offering commentary that further solidifies your brand’s position as a thought leader.
MESSAGING AND MEDIA DELIVERY TRAINING
We help brands develop a messaging “Shark Cage” that keeps spokespeople on message to effectively promote the brand in a positive light. Our media training helps with effective offensive and defensive strategies for getting your message out while protecting the company’s reputation.
As part of our PR consulting services, we can also identify and secure speaking opportunities at key industry trade conferences and build a speaking opportunity proposal library to support that effort. CSG can also optimize the conference speaking opportunities by arranging influencer meetings and recording, transcribing and editing presentations for content creation, including articles, videos, bylines and pitches.
Brands have the opportunity to capitalize on the growing demand for quality content in an era of shrinking newsrooms by offering bylined articles to media outlets that reach targeted audiences. We identify topics and publications to pitch and write the articles on your behalf.
Our work doesn’t stop when positive media coverage is secured — we maximize that coverage across your owned, shared and paid channels. A byline placement becomes a social post and the inspiration for a related blog post. An interview becomes a social media-ready clip and the basis of a speaking pitch. Every bit of coverage is a new opportunity to extend the story.
With the emergence of industry tools, data and technology, we can measure and attribute the business ROI from all sides to better understand what strikes a chord. Our measurement approach includes:
These data points and more are integrated into real-time interactive dashboards, providing streamlined data manipulation and robust insights to inform the ongoing communications strategy.