Step 5: Chasing Your Press Release and Media Briefing

We normally chase the submissions about a week after distribution. We do this by speaking with every journalist and enquiring whether they have seen the release and whether they're going to use it.

Thorough telephone chasing of editorial submissions is a vital element to our campaigns. This is because telephone conversations give us the opportunity to enter into discussion with the journalists and to generate further opportunities for publicity on your behalf.

We typically discuss the journalist's own editorial requirements, and what upcoming features they are planning. We may also thrash out possible article ideas, and put you forward as a provider of expert quote and soundbites on subjects relevant to your business activity.

These conversations frequently lead to an opportunity for publicity in one or more of these categories.

Step 6: ‘Thoughtpiece’ Articles to Showcase Your Talent

The campaign will involve creating a variety of editorial materials on your behalf in addition to regular press releases and the media briefing.

A tool that we find has potential to make a tremendous impact is the `thoughtpiece' article that we ghost-write on your behalf. These articles can convey a great deal of information about your organisation's expertise. Thoughtpiece articles are designed to showcase your expertise and knowledge in a subtle and highly effective way: by discussing leading-edge issues crucial to your industry, profession, and customers.

These articles often explore a problem currently facing your customers and provide your solution to that problem. They offer a real platform for convincing your customers that you are an approachable, knowledgeable ally with the expertise to help them.

As we mentioned, we try to take up a minimum of your time, so we usually gather the material we need to write the article from just one telephone call, email or face-to-face briefing.

When you have approved the completed article, we submit it to the media on the list along with a carefully worded email that introduces your organisation, its senior executives and talks briefly about the issue explored in your article.

Perhaps you are hesitant to have an article published that gives away your company's hard-earned intellectual property free of charge? Don't worry. There is a limit to what can be said in 1,500 words; the article is designed to whet the appetite and stimulate interest in you and what you do. If readers want full satisfaction they will need to get in touch with you directly. We even make that easy because most articles are published with your name, phone number and email address.

Click for Step 7: Chasing the Thoughtpiece Article