Media Relations Development

Media Relations Development

Our job is to create a productive dialogue, which is instrumental in conveying favorable information about the company’s product to the target audience through the media.

We pay special attention to the development of media relations and that’s why a team member, who is in charge of contacts with the media, is always in touch with the key managers involved in the communications project.

As a result of our interaction, various publications appear. The press being not only Russian business editions, both federal and regional, but, if we effectively join efforts with the client, also international ones: The Wall Street Journal, BusinessWeek, Financial Times and the like.

The services we provide:
We conduct press-conferences, briefings and special events for the media;
Collect and prepare materials for the press;
Generate databases with information on journalists;
Distribute press-releases;
Position materials - information-based and advertising - in the media;
Make arrangements for, and hold press-conferences and press-lunches;
Create press-clubs;
Prepare an interview/commentary/response to be published; 
Organize the press-service activities;
Execute media planning;
Facilitate media publications based on the news information;
Provide analysis and research.

To make the company’s marketing strategy successful, we use a wide range of tools that allow us to have daily control over its execution. To co-relate the company’s marketing strategy with the trends of the market and the main competitors’ activities, we suggest analyzing the secondary information sources. They include: publications in printed and electronic media, materials that are accessible in the Internet, on-line and off-line databases, public polls, reports and publications submitted by professional, industry-related and public organizations, accessible documents provided by commercial and non-commercial organizations (final and annual reports).

At the Publicity PR Agency, we are able to provide an express analysis based on the materials published in the federal press. We have a unique methodology – Publicity Rating – which is our own technique of analytical research designed to assess the company’s information activity. Multilevel analysis of the media field and the appropriate assessment criteria enable us to define the competitors’ information activity with a mathematical precision. It allows our clients to make proper decisions regarding their prospective tactics. 

This methodology is based on the systematic study of media publications through qualitative and quantitative characteristics, and results in an expert opinion of the dynamics and the directions of all the market players’ information activities, in a specific segment of the market. The Publicity Rating technique allows evaluation of the financial expenditures and the potential efficiency of the competitors’ PR strategies, as well.

We provide our client with clippings of all the materials published and also with the statistical analysis of information materials regarding:
dynamics of publications;
intensity of information impact;
topics of the materials published;
frequency of published materials in each periodical, when covering a specific topic;
analysis of anti-advertising materials;
analysis of reviews.

Media Publications Digest

Media publications digest implies the daily monitoring of available information according to criteria specified. Depending on the company’s activities and the frequency of the reports to be submitted, the digest can contain the following sections:

News of the Market,
Major Breaking News from different media sources,
Legislation. News Reports from Government Institutions,
News from Competing Companies,
Assessment of Companies’ Press-Services and PR Departments,
Research,
Reviews,
Competitors’ Advertising, Promotional and PR Actions,
Public Events.

All this keeps the client informed of all the materials issued on this particular market.