What is expertise PR?
The goal of expertise PR is to raise the profile of executives and consultants in the professional services arena so that they can more easily attract clients. This is done by sharing thought leadership and best practices through smart and well-written bylined articles, expert quotes, speaking engagements and by optimizing media opportunties such as Internet podcasts and vcasts, radio and television.
How expertise PR works
We first immerse ourselves in your business and its processes along with your goals and dreams. We read through every article and white paper you've written. Review every media mention to date. Talk to you extensively about where you've been and where you want to go. What your brand represents. And who you want to reach.
After we process all this information, we create a plan of action comprising a list of appropriate media outlets, story ideas and potential speaking outlets. If you need a Web site, blog, or a book promoted, we can talk about that, too.
Next, we work with you to create as many media assets as we can, as quickly as possible. We pitch and write articles while helping you build relationships directly with reporters interested in the story you have to tell. As a result of consistent effort over time, articles get published and the media responds, quoting you in publications that your peers and potential clients read. Once you've got the hits, we then help you create ways to drive the news of your newsworthiness out to current and potential clients.
Client requirements
An expertise PR program requires a high level of engagement and trust between your company and HBC. If you're the type of person who needs to see a one for one return on your investment, expertise PR may not be for you. It can take up to three months to ramp up, fill the pipeline with articles and establish relationships with the media. But given time, the process works beautifully and we've seen it pay off big (just ask the clients).
How much will it cost? It will depend on how many consultants we are writing for and promoting in one company. The basic process is what it is . It cannot be trimmed or discounted, though it can easily be scaled. One client engaged and benefiting from this process says she thinks of her investment as headcount, except with more heads and no overhead. Brilliant!
Find out more
Sound interesting? Call Helena B directly at 312.919.1968 to talk about the future of your business and how we can help propel you toward success.