Writing is key to PR success - always

When a news event is identified, the onus then moves on to another key pr skill – writing. The task is to conceptualise the story and then communicate it to the relevant journalists. Effective communication skills – both written and verbal - lie at the heart of Scribe’s customer service. We work with journalists day in, day out – seeking to make their job easier and to enhance their ability to report on our clients. 

Scribe services are designed for the entire organisation, working at every level from board member to project manager.  Here is just a flavour of what we have succeeded in doing many times for others, and what we might achieve for your organisation in the future.

In supporting our clients we will:

-       Exploit every editorial opportunity to promote the company.

-       Establish the client as a “voice of authority” within its selected target markets.

-       Create a profile for the key organisation members.

-       Promote new products and services as they are launched on the market.

-       Publicise the client in a diverse range of new markets and territories.

-       Generate enquiries from other organisations interested in working co-operatively with your company.

Some of the techniques we use in communicating with the press include:

Face to face briefings - especially useful on strategic stories.

Special features - monitor in advance, and contribute to editorial features published by magazines, TV and Radio programmes.  These cover both product areas and particular industry hot topics.

"Voice of Authority" – the client has the potential to become a reference point in most of the markets in which it seeks to operate.  The journalists need a point of contact where they know they can get a quick and informed answer to their question relating to the team or the markets it serves.  This activity goes hand-in-hand with the relationship building activities required between the company and the editors of the most influential magazines, websites and programmes.

Business related articles – ghost written in the name of client team members, these provide detailed information on an aspect of the business benefits of the new service.  In some magazines these will be reproduced verbatim; others will use them only as briefing material for their own words.

Industry interviews - setting up opportunities for noteworthy staff to be interviewed one-on-one by relevant journalists about some specific aspect.  A single interview can generate several messages (see below).

Case studies - looking at a noteworthy customer, and the way their needs are/could be solved by the client.

Customer interviews - a variant of the case study, where the customer is interviewed by the journalist on his/her experiences (which centre on its relationship with the client).

Press releases - used to announce new products/services, survey results and other pieces of news regarding key market areas.

Informal contacts - used when a piece of information needs to be publicised, without the recipient knowing it comes from the client.

Photo opportunities - "a picture paints a thousand words," and it is often the case that national newspapers and the key business titles will prefer to publish a striking picture with a few words of explanation, rather than an in-depth technical appraisal.