Public Relations and Marketing Services
PR and Marketing Services are like the parts of a clock. You need to know which parts to use to make the whole system work. We have many parts at our fingertips – and will pick the best tools to make everything work together. Here are some examples of the services we provide.
Research on Trends and Influencers
Before launching a PR campaign, we research market trends and “hot-button” issues; competitors’ solutions and media presence; the impact of key influencers, including analysts, media and industry groups; and your company’s visibility in the marketplace. This preparation is essential to launching a successful PR campaign.
Media Briefings and Press Tours
We organize regular briefings with key editors and industry analysts, helping to prepare these important influencers for upcoming announcements.
We conduct press campaigns to secure news coverage in the outlets that matter to you and to your customers. After honing the message and identifying media targets, we set campaign goals and engage in a proactive pitching campaign.
Often seen as the fundamental building block of a public relations program, there is an art and science to the well-written press release. Compelling, meaningful headlines and substantive core content combined with an intelligent use of hyperlinks and key words drive both press coverage and search engine optimization.
Contributed articles are well worth the investment in time. Not only do you secure coverage in meaningful outlets, you also retain editorial control over what appears online or in print.
Product reviews are an important source of publicity for companies, but they must be managed carefully. We identify review opportunities for products, as well as help companies to set up the necessary support to assure that the reviews are positive experiences for both the company and the reviewer.
Search Engine Marketing
The traditional “turf” of the PR practitioner has expanded dramatically beyond print, online and broadcast media. Our constantly evolving world includes blogs of all flavors as well as social media sites such as LinkedIn and Twitter.
To help position corporate spokespeople as knowledgeable and credible experts within market areas, we regularly develop speaking opportunities for clients.
We work with your spokespeople to prepare them before they ever staff an in-person or phone briefing with an editor or analyst. We coach them on staying on message when a reporter is volleying questions at them during an interview. We also provide specific guidelines on the most resonant issues for each media contact.
Media relations is part of a continuum of marketing programs that we can call into action to build your overall brand.
With backgrounds that extend beyond media relations into digital marketing and marketing communications, we take an integrated view of your public relations and marketing programs.
Through close collaboration with an exceptional partner firm, we build our clients’ digital presence through website SEO, structured social media programs and monthly newsletters.
We develop (and design) product collateral that supports your marketing initiatives — and which you can repurpose for your website, HTML newsletters and more:
- Product Brochures
- From storyboarding and content creation to brochure design and production, we blend market acumen, strong writing skills, and a clear, clean design-sensibility to deliver brochures that help your company and technology to truly shine.
- Press/Product Backgrounders
- These backgrounders offer a clear orientation, often complementing press releases and other campaign materials.
- White Papers and Case Studies
- Although company-authored, readers tend to view white papers and case studies as unbiased sources of information. They thereby build credibility in much the same way as editorial coverage.
In the communications business, experience matters. When you hire Vetrano Communications, you work with consultants who are equally comfortable working with large public or small private companies. We have years of experience working with all types of companies, all over the world. We are proactive, creative and self-managing, and we carry an in-depth knowledge of the media and markets of the clients we represent.