Despite how distracted modern society has become due to the omnipresence of social media, press releases are still remarkably effective in terms of their ability to promote a brand or message. The central role of the classic press release among the duties of a public relations (PR) executive has changed very little. Still, due to the dynamic nature of our ever-changing media landscape, it’s imperative that organizations adapt the strategies in place behind their press releases.

Today’s frenetic media environment is way too noisy and crowded for an organization to simply rely on “pushing” a press release through traditional channels in the hope that it will merit enough attention to make a measurable difference in their company. In fact, most modern press releases offer little in terms of “reader value.” They more closely resemble a confusing mashup of sales and promotional efforts than any kind of useful, newsworthy information about their brands or products. While the sheer spectacle of modern advertisements are in one way useful to the financial community, certain considerations must be made to ensure your press release is truly substantive, timely and relevant.

An ever-growing percent of Americans get their news online today. To be successful, a press release must be tailored to stand out amid a media environment teeming with competing messages. When the attention span of consumers has been reduced to split seconds, timing is everything. With a solid PR strategy in place to support a well-timed press release, your company can still be very successful in drawing new attention to your name, brand or product.

For organizations that want their press releases to have an impact in our society, the following strategies should prove very resourceful:

A Key Component Of A Wider Promotional Strategy

Today, one of the worst mistakes an organization can make in its press release strategies is to “release it and forget it.” A press release can no longer be trusted to achieve much on its own anymore. However, effective PR executives have discovered that they can amplify the message in their press releases when they are utilized as merely one component of a more extensive marketing or promotional strategy. To this end, the goals of PR executives and marketing professionals are often closely aligned with one another: building brand awareness, for example, as well as increasing sales. Today, effective PR executives should consider collaborating more frequently with their sales and marketing counterparts to distribute their press releases as part of a broader sales and marketing campaign.

Associating With Buzzworthy Topics 

Now more than ever, PR executives should adopt a strategic mindset, which means monitoring what topics generate headlines or are deemed “buzzworthy.” Associating your message with current “hot topics” is a fantastic strategy for writing press releases that can paint your organization as a thought-leader among your industry. This can also be a clever way of captivating the interest of industry reporters, who are more likely to write a quick follow-up article on a particularly hot topic, further increasing a brand’s visibility. 

‘Perfect’ Timing

PR executives should make every effort to closely track what is trending in the media. Timing your press release to coincide with trending topics can help leverage your message dramatically and make it more “newsworthy.” Adopting this strategy enhances your chances of getting the attention and coverage you desire. According to a compilation of many press release studies, Monday through Wednesday appear to be the most effective three days for distributing press releases, with several indicating Tuesday wins out as the day with the highest likelihood of getting clicks on your pressers.

Increasing Interactivity

This is one of the key distinctions of modern press releases—the fact that they have become increasingly more interactive. This suits our society quite well, as we grow more and more digital by the day. By including videos and links to additional resources that can better support the topic of your press release and add value to its message, your organization could have a much greater chance of successfully attracting the right people.

Remember, our modern society is highly digital and mobile. PR professionals are largely aware of this fact, and that is why modern press releases are rapidly morphing into the more interactive and engaging type of media events that we’ve seen over the past few years. The best press releases are reaching their target audiences sooner and more effectively by integrating these visuals and links.

Don’t Over-Promote

It may sound counterintuitive, but in today’s media landscape, the potential for oversaturation of your message must be considered as well. Reporters and media channels are more likely than ever to do their own analysis of your press release and evaluate it for its newsworthiness. On a similar note, a PR executive shouldn’t count on their reporter relationships to help them hawk their wares on the market, either. The journalist’s primary role remains to promote actual newsworthy information to their readers or viewers. While your goals may ideally work in tandem, it remains a dangerous risk to the integrity of all parties to blur the lines between journalism and glorified advertising.

Our society is inundated constantly with persuasive messages and information. Utilizing PR professionals to help shape your message will ultimately give you a competitive edge. By adopting the above strategies, your organization could be much more likely to create powerful press releases that can finally get your organization the attention it desires and deserves.

Inc.’s roundup highlights B2B partners that support startups across all business functions and empower growth

November 01, 2022 10:18 ET | Source: Elev8 New Media


LOS ANGELES, Nov. 01, 2022 — Elev8 New Media (“Elev8”), an award-winning boutique public and media relations firm specializing in securing earned media and press coverage for its client companies, was today named as an honoree on the 2022 Inc. Power Partner Awards list, honoring B2B organizations across the globe that have proven track records supporting entrepreneurs and helping startups grow. The list recognizes 252 firms in marketing and advertising, health and human resources, financial planning, engineering, logistics, security, and other business areas.

All 252 companies received top marks from clients for being instrumental in helping leadership navigate the dynamic world of startups. These B2B partners support entrepreneurs and companies across various facets of the business, including hiring, compliance, infrastructure development, cloud migration, fundraising, etc., allowing founders to focus on their core missions.

“The Elev8 team is honored to be highly recognized among other talented and service-oriented companies nationwide by Inc.’s Power Partner list,” commented Mrs. Jessica Starman, CEO & Co-Founder of Elev8 New Media. “I am incredibly proud of the exceptional work our team continues to produce for our clients. Elev8 is on a mission to provide the best service for high-growth companies while growing right alongside them.”

“Trusted B2B partners provide guidance and expertise that founders rely on at various steps of their organization’s journey. Partners that possess a demonstrated ability to deliver quality support are at the core of entrepreneurship and help bring big ideas to life,” says Scott Omelianuk, Editor-in-Chief of Inc.

Inc. partnered with leading global social and media intelligence platform Meltwater to develop a proprietary methodology that uses sentiment from online conversations about organizations and translates it into numerical scores. Companies were evaluated on commitment, reliability, trust, creativity, supportiveness, and other virtues that offer value to clients. Inc. also conducted surveys to gather client testimonials as part of the process.

To view the complete list, go to: https://www.inc.com/power-partner-awards/2022

The November 2022 Issue of Inc. magazine is available online now at https://www.inc.com/magazine and will be on newsstands beginning November 8, 2022.

About Inc. Business Media

The world’s most trusted business-media brand, Inc. offers entrepreneurs the knowledge, tools, connections, and community they need to build great companies. Its award-winning multiplatform content reaches more than 50 million people each month across a variety of channels including websites, newsletters, social media, podcasts, and print. For more information, visit www.inc.com.

About Elev8 New Media

Elev8 New Media is an award-winning boutique PR firm and media relations agency that has secured a myriad of earned media placements for its clients by maintaining valuable relationships with journalists, editors, analysts and outlets.

The team elevates media visibility through digital and social marketing and consistently develops, implements, manages and monitors client coverage across various platforms. Securing media coverage and exposure is more than just talking to reporters and on-air time – it’s about creating lasting relationships that will generate ongoing engagement and excitement. We help clients garner meaningful media connections across TV, social, print, digital and new media. We don’t settle for just raising the bar, we elevate it.

Contacts
Jessica Starman, MBA
[email protected]
www.elev8newmedia.com

Elev8 New Media Wins Two Media Relations Awards at the 58th Annual Public Relations Society of America (PRSA) Los Angeles Award Ceremony.

Elev8 was recognized for its earned media campaign work with technology companies Vuzix and Arcimoto, respectively, taking home an Award of Excellence in Media Relations and the 2022 Media Relations: Travel, Tourism and Hospitality Award

LOS ANGELES, Oct. 19, 2022 — Elev8 New Media (“Elev8”), an award-winning boutique public and media relations firm specializing in securing earned media and press coverage for its client companies, earned the following two Public Relations Society of America (PRSA) LA awards:

  1. 2022 PRSA Award of Excellence in Media Relations for its work with Vuzix at the Consumer Electronics Show (CES).
  2. 2022 PRSA LA PRism award in Media Relations for Travel, Tourism and Hospitality for its campaign that amplified the opening of Arcimoto’s Fun Utility Vehicle “FUV” rental facilities in key markets.

“The Elev8 team is thrilled to be recognized for its ability to continuously bridge the gap between the media and our client companies,” commented Mrs. Jessica Starman, CEO and Co-Founder of Elev8 New Media. “Our strong relationships with both the media and our clients allow us to build company narratives worth communicating. Our clients are at the forefront of innovation and we are grateful for the trust they put in our agency. These awards have overwhelmed our team with gratitude and joy, especially being among top agency talent in our field. We look forward to the remainder of Q4 and kicking off 2023 with plans to return next year.”

“The Elev8 team always brings a fresh and thoughtful approach to media relations at Vuzix. We are proud of our work together and congratulate them on their continued success,” said Paul Travers, President and CEO of Vuzix.

The PRism Awards celebrate the best in strategic public relations and communications programs and tactical execution by PR professionals in the Los Angeles area. This year’s PRism Awards occurred at the Annenberg Community Beach House in Santa Monica, California, conferring over 50 strategic campaigns and tactics awards across various categories.

About Elev8 New Media

Elev8 New Media is an award-winning boutique PR firm and media relations agency that has secured thousands of earned media placements for its clients by maintaining valuable relationships with journalists, editors, analysts, and outlets.

The team elevates media visibility through digital and social marketing and consistently develops, implements, manages and monitors client coverage across various platforms. Securing media coverage and exposure is more than just talking to reporters and on-air time – it’s about creating lasting relationships that will generate ongoing engagement and excitement. We help clients garner meaningful connections in the industry across TV, social, print, and digital media. We don’t settle for just raising the bar, we elevate it.

Contacts
Jessica Starman, MBA
[email protected]
www.elev8newmedia.com 

ELEV8 NEW MEDIA TO SPONSOR THE 7TH ANNUAL DAWSON JAMES SMALL CAP GROWTH CONFERENCE

LOS ANGELES, Oct. 07, 2022 – Elev8 New Media (“Elev8”), an award-winning boutique public and media relations firm specializing in securing earned media and press coverage for its client companies, today announced its participation as a sponsor of the 7th Annual Dawson James Small Cap Conference, held at the Wyndham Grand in Jupiter, Florida on October 12, 2022.

“Elev8 New Media remains committed to supporting our clients by delivering innovative public relations and media solutions that convey the best results. With several of our wonderful clients attending this year’s conference, we look forward to supporting them in person while attending an incredible conference,” commented Mrs. Jessica Starman, CEO and Co-Founder of Elev8 New Media.

This year’s event will feature presentations by senior executives from over 30 companies from several sectors including healthcare, consumer, technology, and more.

To schedule a meeting with Elev8 New Media during the conference, please contact [email protected] or stop by Elev8 New Media’s booth.

About Elev8 New Media

Elev8 New Media is an award-winning, boutique PR firm and media relations agency that has secured thousands of earned media placements for its clients by maintaining valuable relationships with journalists, editors, analysts, and outlets.

The team elevates media visibility through digital and social marketing and consistently develops, implements, manages and monitors client coverage across various platforms. Getting media coverage and exposure is more than just talking to reporters and having on-air time – it’s about creating lasting relationships that will generate ongoing chatter and excitement. We help clients garner meaningful connections in the industry across TV, social, print, and digital media. We don’t settle for just raising the bar, we elevate it.

About Dawson James Securities

Dawson James Securities specializes in capital raising for small and microcap public and private growth companies primarily in the Life Science/Health Care, Technology, Clean tech, and Consumer sectors. Dawson James is a full-service investment banking firm with research, institutional and retail sales, and execution trading and corporate services. By investing the time required to completely understand your business, Dawson James can provide an appropriate capital transaction structure and strategy including direct investment through our independent fund. Their team will assist in crafting your vision and shaping your message for the capital markets. Headquartered in Boca Raton, FL, Dawson James is privately held with offices in New York, Maryland, and New Jersey. www.dawsonjames.com

Elev8 New Media (“Elev8” or the “Company”), an award-winning boutique media and public relations firm specializing in securing media and press coverage for its client companies, today announced its participation in the cleanup of Venice Beach as part of Heal the Bay’s “Suits on the Sand” program, a broad initiative that is dedicated to making the coastal waters and watersheds in Greater Los Angeles safe, healthy, and clean.

On August 19th, all employees will have the opportunity to explore marine pollution with a Heal the Bay educator and be part of the solution by participating in a private beach cleanup with interactive team-building activities. Beach cleanup activities will be carried out along several miles of coastline, benefitting the natural area and local inhabitants.

“Committed to caring for the environment, the Elev8 team is thrilled to be working hand in hand with Heal the Bay to reduce our plastic usage and clean up a place we call home, an action that we hope can inspire communities to protect their own local beaches and create a larger impact,” commented Jessica Starman, Co-Founder of Elev8 New Media.

In addition to the cleanup initiative, the Elev8 team plans to take actions to reduce carbon emissions and identify recoverable waste to give it a new life through recycling. The company recognizes the critical issues of climate change, resource depletion, environmental pollution, and ecosystem destruction and promises its continuous commitment to being part of the solution.

About Heal the Bay
Heal the Bay is an environmental non-profit established in 1985 that is dedicated to making the coastal waters and watersheds in Greater Los Angeles safe, healthy, and clean. We use science, education, community action, and advocacy to fulfil our mission. For more information, please visit www.healthebay.org.

About Elev8 New Media
Elev8 New Media is an award-winning boutique media relations firm that effectively secures media and press coverage for our client companies by fully utilizing traditional and modern resources while maintaining an effective social media strategy. Elev8 New Media engages the media to help showcase how its clients and their management teams are key opinion leaders and subject matter experts. Elev8 New Media’s main objective is to increase clients’ media exposure to better position the client company and brands within the marketplace, the investment community and the world.

Elev8 New Media (“Elev8” or the “Company”), a media and public relations firm specializing in securing media and press coverage for its client companies, has been named as one of the winners in the Top Agencies category of PR Daily’s Top Agencies Awards.

“Bravo to the Elev8 team for all their incredible work and perseverance on behalf of our clients and company.”

Elev8 provides clients with enhanced exposure by maintaining valuable relationships with journalists, outlets, and more for continued media coverage. Additionally, Elev8 increases its clients’ visibility through digital and social marketing, and is consistently developing, implementing, managing, and monitoring client coverage across various platforms.

“We are honored to be named a Top Agencies Award winner at PR Daily’s 2022 Top Agencies Awards alongside other remarkable agencies across the country. We are thankful to our clients for their partnership and trust,” commented Co-Founder and CEO of Elev8 New Media, Jessica Starman. “Bravo to the Elev8 team for all their incredible work and perseverance on behalf of our clients and company.”

Elev8 provides clients with enhanced exposure by maintaining valuable relationships with journalists, outlets, and more for continued media coverage. Additionally, Elev8 increases its clients’ visibility through digital and social marketing, and is consistently developing, implementing, managing, and monitoring client coverage across various platforms.

In a brief summary of the agency’s accomplishments over the past year, Elev8 has secured print, broadcast, and digital media placements across trade, national, local, and mainstream publications such as The New York Times, The Wall Street Journal, Fierce Biotech, Forbes, AdWeek, BevNET, Bloomberg, and many more. Additionally, Elev8 continues to manage 70 corporate social media accounts, including LinkedIn, Twitter, and Instagram, and marketing campaigns for clients.

Elev8 New Media represents clients across a wide range of industries such as consumer and enterprise technology, fintech, consumer products, electric vehicles, medical technology, blockchain, biotechnology and pharmaceuticals, mining, and more. For more information about the agency, visit https://www.elev8newmedia.com/

Elev8 was recently named a 2021 Media Relations, Consumer Products Award winner for The Alkaline Water Company’s partnership with Shaquille O’Neal at PRSA LA’s PRism Awards and honored as a winner of a Gold Stevie® Award in the Communications or PR Campaign of the Year, Food & Beverage category.

About Ragan and PR Daily Awards Programs

Ragan and PR Daily Award programs celebrate the most successful campaigns, initiatives, people and teams in the communication, PR, marketing and employee wellbeing industries. As the leading voice in organizational communications—both internal and external—Ragan Communications recognizes those who create and cultivate best practices.

As the lines have blurred between PR and marketing, PR Daily’s Top Agencies Awards underscore the breadth of offerings among professional services firms, providing our broader community a more complete guide to the partners that can make a reputational difference.

https://www.ragan.com/awards/events/top-agencies-awards-2022/

About Elev8 New Media

Elev8 New Media is a boutique media relations firm that effectively secures media and press coverage for our client companies by fully utilizing both traditional and modern resources. Elev8 New Media engages the media to help showcase how its clients and their management teams are key opinion leaders and subject matter experts. Elev8 New Media’s main objective is to increase clients’ media exposure in order to better position the client company and brands within the marketplace, the investment community, and the world.

Jessica Starman, MBA, Co-Founder & CEO of Elev8 New Media.

High angle view of businessman giving presentation colleagues in board room at office
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“Begin with the end in mind.” It’s a statement that may seem more like hyperbole than anything else to some, but for the late Dr. Stephen R. Covey, it was the second habit in his bestseller, 7 Habits of Highly Effective People—recognized as one the most influential business books of the 20th century.

The message is that all things are created twice—first in our minds and then when they are created in the physical world.

It is a mindset that has been adopted by many individuals to help them focus on their endgame while simultaneously dealing with the distractions of daily life, and it’s enormously effective. So effective, in fact, that organizations are also adopting the practice as a way to collectively marshal their company’s efforts toward the achievement of a larger goal or objective.

The public relations (PR) industry is no exception. The marketplace is increasingly seeing this concept being applied with great success as cross-agency collaboration among PR agencies becomes more popular and they demonstrate that they can be more effective when they work together with the same client.

In other words, cross-agency collaboration is working toward the achievement of the same end goal.

Cross-Sector Collaboration

Cross-sector collaboration has been on a major uptick since the global community had to unite in the fight against serious challenges like a pandemic and world conflict. Challenges like these are so pervasive and wide-scale that one can hardly expect to resolve them with traditional siloed solutions. They are best handled when organizations break down their boundaries and pool their resources together in order to achieve a mutually beneficial outcome. In the case of the pandemic, healthcare leaders collaborated with government leaders, nurses worked closely with supply chain professionals, etc.

I believe the PR industry is the next industry that can discover how many clients can be better served with cross-functional collaboration and information sharing.

Clients are striving to drive the customer experience by applying a more customer-centric approach, and it is no longer feasible to find one PR agency with such an array of in-house talent to deliver on all PR communication requirements nowadays (think even of all the social media platforms that exist today).

This fact alone presents a compelling case for more collaboration among PR agencies who want to deliver on the unique demands of each client.

Cross-Agency Collaboration In PR

Public relations and corporate communications have evolved rapidly over the past few years, and digital channels like social media have proven themselves to be highly effective in promoting organizational messages and building brand awareness. As clients rely more and more heavily on these digital channels as a means of reaching the public, the demand for PR agencies to master these digital platforms is accelerating.

Yet “full-service” PR agencies are finding themselves at a major inflection point in history. The modern PR agency is no longer a one-size-fits-all organization anymore. It is a smaller, leaner and more agile agency that offers unique areas of expertise in specific disciplines.

Clients are progressively deviating their ad dollars away from traditional digital channels in favor of the more trendy ones. As a result, modern-day PR clients are coming to the table with an entirely new set of expectations for the type of services they want PR agencies to deliver.

The market’s reaction is the creation of smaller PR agencies that offer specialized experts who are willing to collaborate to find a mutually beneficial outcome. As cross-agency collaboration becomes the norm, clients are pleasantly surprised to discover that working with more than one PR organization isn’t necessarily as costly as it sounds, and it doesn’t create more work. On the contrary, this approach is yielding better results at a lower cost to clients.

Benefits Of Cross-Agency Collaboration

As the marketplace trends more toward cross-agency collaboration, the benefits to both client and agency are hard to deny:

• Access to a wider array of expertise and more expansive resources.

• An ability to cast a wider net and reach a larger audience.

• Encourages innovation and uncovers new opportunities for clients and agencies alike.

• Access to swaths of new, resourceful contacts that can accelerate the results of a PR campaign.

Conclusion

As the global marketplace becomes increasingly more connected through digital channels, it is crucial that PR agencies demonstrate a willingness to work across organizational borders to achieve shared goals. 2022 will be a very busy year for PR professionals, and agencies will be expected to offer a far broader range of services than in previous years. The best way for PR agencies to respond to the unique demands of the market is to continue collaborating as one force working toward a common goal. When common goals align, that’s beginning with the end in mind.

Elev8 New Media, a boutique media relations firm specializing in securing earned media and press coverage for its client companies while managing effective social media campaigns, today announced it was named the winner of a Gold Stevie® Award in the Communications or PR Campaign of the Year, Food & Beverage category in The 20th Annual American Business Awards® today.

Elev8 New Media was nominated in the Communications or PR Campaign of the Year, Food & Beverage category

More than 3,700 nominations from organizations of all sizes were submitted this year for consideration in a variety of categories, including Startup of the Year, Best New Product or Service of the Year, Marketing Campaign of the Year, and App of the Year, among others. Elev8 New Media was nominated in the Communications or PR Campaign of the Year, Food & Beverage category for its “Shaquille O’Neal Partners with The Alkaline Water Company” campaign.

This campaign was established to bring awareness to The Alkaline Water Company’s newest partnership. Shaquille O’Neal signed on to be The Alkaline Water Company’s equity partner, member of their Board of Advisors, and marquee brand ambassador for their flagship water product, Alkaline88. The partnership signified significant growth for the company, and Elev8 New Media leveraged the media to create a conversation around this topic and more.

“We are extremely honored to be awarded a Gold Stevie® by the American Business Awards®. As the media has been overwhelmed by worldly events for the last two years, I am proud that our team has still been able to deliver impactful messaging on behalf of our clients. Collaborating with The Alkaline Water Company has further amplified the importance of the alliance between client and agency,” commented Jessica Starman, Co-Founder and Chief Executive Officer of Elev8 New Media. “Additionally, we’ve enjoyed our continued collaboration with Shaquille’s topnotch team at Authentic Brands Group. This recognition has overwhelmed our team with triumph and appreciation.”

The complete list of Stevie® Award winners can be found here: https://stevieawards.com/aba/public-relations-awards

About Elev8 New Media

Elev8 New Media is a boutique media relations firm specializing in increasing awareness for public and private companies through traditional and modern media. Elev8 New Media maintains valuable relationships with journalists, editors, analysts, and outlets giving our clients the best exposure.

Our team elevates media visibility through digital and social marketing, and is consistently developing, implementing, managing, and monitoring client coverage across various platforms. Getting the coverage and exposure you’re looking for is more than just talking to reporters and having on-air time – it’s about creating lasting relationships that will generate ongoing chatter and excitement. We help clients garner meaningful connections in the industry across TV, social, print, and digital media. We don’t settle for just raising the bar, we elevate it.

About the Stevie Awards

Stevie Awards are conferred in eight programs: the Asia-Pacific Stevie Awards, the German Stevie Awards, the Middle East & North Africa Stevie Awards, The American Business Awards®, The International Business Awards®, the Stevie Awards for Women in Business, the Stevie Awards for Great Employers, and the Stevie Awards for Sales & Customer Service. Stevie Awards competitions receive more than 12,000 entries each year from organizations in more than 70 nations. Honoring organizations of all types and sizes and the people behind them, the Stevies recognize outstanding performances in the workplace worldwide. Learn more about the Stevie Awards at http://www.StevieAwards.com. Sponsors of The 2022 American Business Awards include HCL America, John Hancock Financial Services, Melissa Sones Consulting, and SoftPro.

Jessica Starman, MBA, Co-Founder & CEO of Elev8 New Media.

Speech Bubble
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People oftentimes won’t buy the best productbut they’re very likely to buy the best advertised productThink about that for a moment. Having the best product won’t help an organization to achieve much if there isn’t anybody out there who knows your product is the best.

So, is this a public relations (PR) problem or a marketing problem? Or does it involve both professions?

The blurred lines between PR and marketing still present a conundrum where many professionals struggle. As the co-founder and CEO of a public relations firm, I’ve seen that an often-made mistake is to think that one is simply an extension of the other and that both are just different names for achieving the same thing. Unfortunately, many business leaders succumb to this mindset, and it’s a mistake that can hugely undermine an organization’s marketing goals and objectives.

A closer look at the two reveals that PR and marketing each serve their own unique purposes, and both have very different roles in terms of what each should be expected to achieve for your organization.

With target audiences growing increasingly distracted, organizations hoping to succeed in modern society would be prudent to build a clear understanding of how PR and marketing strategies differ from one another. In fact, both disciplines are important for an organization’s outward-facing strategy. Many organizations that are recognized as leaders in their industry became that way largely by marrying these two disciplines—a formula that yields optimum levels of brand awareness and revenue growth opportunities.

Public Relations Versus Marketing

In the simplest terms, PR efforts are focused on building a positive and dynamic reputation, commonly via third parties like journalists and news outlets, while marketing is more directly focused on lead generation and advertising—usually via a paid media source. In other words, marketing is saying, “We’re awesome,” while PR efforts cultivate a market environment where other people already know that you’re awesome because of an existing (positive) reputation.

A closer look at the two can help your organization avoid “putting the cart before the horse.”

Public Relations

PR is the discipline that you use to build the public perception of your company—its reputation. Therefore, I’ve found it’s best for an organization to define its brand before throwing money at marketing tactics. This is chiefly why organizations seek out PR professionals who have established relationships with journalists capable of accessing resources in television, magazine and social media environments. An excellent example of a successful PR practice is getting a reporter to write a favorable article about your company or product on a website or in a publication that reaches many. That’s good PR.

PR is widely recognized as a form of earned media, and it shouldn’t be expected to yield immediate results as one might expect from airing a commercial on TV. PR requires persistent efforts that are contributed toward a long-term strategy designed to promote a positive image for an organization’s brand in the marketplace.

In our industry, you will often hear that “PR is a marathon, not a sprint.” This is very true.

A closer look at sales reveals that getting more sales is often simply a result of brand awareness, which brings us to marketing.

Marketing

Marketing is widely defined as any effort that an organization dedicates toward promoting and selling its product or service to consumers, including advertising and marketing research. Marketing efforts such as advertising are focused on promoting a particular good or service to a specific demographic of consumers. It’s a paid form of media designed to generate immediate revenue. Marketing typically operates on a more accelerated timeline than PR, and it is precisely focused on a target audience, whereas your PR strategy is built to appeal to the public at large.

Remember that marketing, advertising and other forms of direct marketing are the shortest routes to increased sales.

Conclusion

Successful companies today have largely adopted a practice of strategically intertwining their marketing and PR efforts so that they can present a more pervasive brand image to the marketplace. In order to succeed, every organization needs to be able to sell its products, and if consumers aren’t receptive to an organization’s image, they’re less likely to buy. PR efforts, which a 2014 Nielsen study found to be 88% more effective than advertising, help you in the long haul, while marketing injects the marketplace with sudden bursts of persuasive information to help immediately sell a product or idea.

Frankly, to succeed in today’s marketplace, you will rarely find an organization that segregates its PR from its marketing efforts anymore. There is much more to be gained when PR and marketing departments work interdependently.

Elev8 New Media, a boutique media relations firm specializing in securing earned media and press coverage for its client companies in the traditional and modern media, today announced its participation as a sponsor of the 34th Annual Roth Conference, held at The Ritz Carlton, Laguna Niguel, in Dana Point, California on March 13-15, 2022.

Elev8 New Media today announced its participation as a sponsor of the 34th Annual Roth Conference, held at The Ritz Carlton, Laguna Niguel, in Dana Point, California on March 13-15, 2022.

This year’s event will host approximately 500 public and private companies from several sectors, including consumer packaged goods, energy, health and wellness, healthcare, sustainability, technology, metals and mining, energy, and more. The conference format will include 1-on-1 and small group meetings, analyst-selected fireside chats, thematic industry panels, on-demand presentations by companies that choose to pre-record them, and live entertainment.

“Throughout the pandemic, our team at Elev8 New Media has remained committed to delivering innovative public relations and media solutions that conveyed the best results for our clients. As we head back to Roth’s in-person conference this year, we look forward to capitalizing on additional and new opportunities for our clients as we navigate a post-pandemic world,” commented Ms. Jessica Starman, CEO and Co-Founder of Elev8 New Media. “We look forward to supporting and meeting with our clients in person while attending an incredible conference.”

To set up a meeting with Elev8 New Media at Roth, please reach out to [email protected] or stop by Elev8 New Media’s booth.

For more information about the 34th Annual Roth Conference, please visit https://www.roth.com/oc2022.

About Elev8 New Media

Elev8 New Media is a boutique media relations firm specializing in increasing awareness for companies through traditional and modern media. Elev8 New Media maintains valuable relationships with journalists, editors, analysts, and outlets, giving its clients the best exposure.

The team elevates media visibility through digital and social marketing and consistently develops, implements, manages, and monitors client coverage across various platforms. Getting the coverage and exposure you’re looking for is more than just talking to reporters and having on-air time – it’s about creating lasting relationships that will generate ongoing chatter and excitement. We help clients garner meaningful connections in the industry across TV, social, print, and digital media. We don’t settle for just raising the bar, we elevate it.

About Roth Capital Partners, LLC

Roth Capital Partners, LLC (Roth) is a relationship-driven investment bank focused on serving emerging growth companies and their investors. As a full-service investment bank, Roth provides capital raising, M&A advisory, analytical research, trading, market-making services and corporate access.

Headquartered in Newport Beach, California, Roth is privately held and owned by its employees and maintains offices throughout the U.S. For more information on Roth Capital Partners, please visit www.roth.com.

Despite how distracted modern society has become due to the omnipresence of social media, press releases are still remarkably effective in terms of their ability to promote a brand or message. The central role of the classic press release among the duties of a public relations (PR) executive has changed very little. Still, due to the dynamic nature of our ever-changing media landscape, it’s imperative that organizations adapt the strategies in place behind their press releases.

Today’s frenetic media environment is way too noisy and crowded for an organization to simply rely on “pushing” a press release through traditional channels in the hope that it will merit enough attention to make a measurable difference in their company. In fact, most modern press releases offer little in terms of “reader value.” They more closely resemble a confusing mashup of sales and promotional efforts than any kind of useful, newsworthy information about their brands or products. While the sheer spectacle of modern advertisements are in one way useful to the financial community, certain considerations must be made to ensure your press release is truly substantive, timely and relevant.

An ever-growing percent of Americans get their news online today. To be successful, a press release must be tailored to stand out amid a media environment teeming with competing messages. When the attention span of consumers has been reduced to split seconds, timing is everything. With a solid PR strategy in place to support a well-timed press release, your company can still be very successful in drawing new attention to your name, brand or product. 

For organizations that want their press releases to have an impact in our society, the following strategies should prove very resourceful:

Today, one of the worst mistakes an organization can make in its press release strategies is to “release it and forget it.” A press release can no longer be trusted to achieve much on its own anymore. However, effective PR executives have discovered that they can amplify the message in their press releases when they are utilized as merely one component of a more extensive marketing or promotional strategy. To this end, the goals of PR executives and marketing professionals are often closely aligned with one another: building brand awareness, for example, as well as increasing sales. Today, effective PR executives should consider collaborating more frequently with their sales and marketing counterparts to distribute their press releases as part of a broader sales and marketing campaign.

Associating With Buzzworthy Topics 

Now more than ever, PR executives should adopt a strategic mindset, which means monitoring what topics generate headlines or are deemed “buzzworthy.” Associating your message with current “hot topics” is a fantastic strategy for writing press releases that can paint your organization as a thought-leader among your industry. This can also be a clever way of captivating the interest of industry reporters, who are more likely to write a quick follow-up article on a particularly hot topic, further increasing a brand’s visibility. 

‘Perfect’ Timing 

PR executives should make every effort to closely track what is trending in the media. Timing your press release to coincide with trending topics can help leverage your message dramatically and make it more “newsworthy.” Adopting this strategy enhances your chances of getting the attention and coverage you desire. According to a compilation of many press release studies, Monday through Wednesday appear to be the most effective three days for distributing press releases, with several indicating Tuesday wins out as the day with the highest likelihood of getting clicks on your pressers

Increasing Interactivity

This is one of the key distinctions of modern press releases—the fact that they have become increasingly more interactive. This suits our society quite well, as we grow more and more digital by the day. By including videos and links to additional resources that can better support the topic of your press release and add value to its message, your organization could have a much greater chance of successfully attracting the right people. 

Remember, our modern society is highly digital and mobile. PR professionals are largely aware of this fact, and that is why modern press releases are rapidly morphing into the more interactive and engaging type of media events that we’ve seen over the past few years. The best press releases are reaching their target audiences sooner and more effectively by integrating these visuals and links.

Don’t Over-Promote

It may sound counterintuitive, but in today’s media landscape, the potential for oversaturation of your message must be considered as well. Reporters and media channels are more likely than ever to do their own analysis of your press release and evaluate it for its newsworthiness. On a similar note, a PR executive shouldn’t count on their reporter relationships to help them hawk their wares on the market, either. The journalist’s primary role remains to promote actual newsworthy information to their readers or viewers. While your goals may ideally work in tandem, it remains a dangerous risk to the integrity of all parties to blur the lines between journalism and glorified advertising. 

Our society is inundated constantly with persuasive messages and information. Utilizing PR professionals to help shape your message will ultimately give you a competitive edge. By adopting the above strategies, your organization could be much more likely to create powerful press releases that can finally get your organization the attention it desires and deserves.

Communications and public relations (PR) professionals had expectations that 2021 would be the year we could finally return to some semblance of “normalcy,” along with the rest of society. Even the most precisely tuned PR campaigns at the beginning of last year were eventually deemed ineffectual or abandoned altogether, on account of how the pandemic has continued to upend every known strategy in the PR playbook. There is not a single profession that has not been in some state of flux since the onset of the pandemic.

As we face another year that is already rife with ambiguity and uncertainty, PR professionals are befuddled in terms of what strategies they can genuinely rely upon to amplify their clients’ and their own organizations’ messages successfully. 

In a sense, the pandemic has served to make certain concepts of PR even more glaringly obvious: An organization’s message must be promoted in terms that are very precise, and consumers need to be targeted based on their circumstances and what they consider to be relevant. PR professionals capable of achieving as much in our post-pandemic society will make themselves indispensable to their clients and/or employers. 

The following strategies can help you promote your message on a broader scale while also being enormously influential in terms of business development in the coming year. 

Know your target audience.

A target audience is still largely defined as the members of society who are most likely to respond in a positive way to your message and take some form of action. For your message to be heard amid a very crowded media space, you need to understand the habits of your target audience.

For example, half of the global population is active on one or more social media platforms, so organizations should customize the most critical components of their PR campaigns to fit this habit because this is where a large target audience focuses a significant amount of their time and attention. 

PR professionals who build a solid understanding of their clients’ target audiences put themselves in a stronger position to make the best decisions about the wording and content of their PR campaigns.

Embrace technology.

I mentioned social media earlier, but the new PR playbook calls for PR professionals to embrace technology on a wider scale to achieve success. In today’s world, to understand your target audience, you also need to understand machines. For an organization to get its message heard in such a crowded media environment, your message needs to find its way through a wilderness of filters, algorithms, content optimizers and recommendation engines. To beat their way through this jungle, organizations are relying heavily on technology.

Technologies can also be very effective in revealing trending topics and, more importantly, demonstrating to PR professionals how society is reacting to those topics. To stand out in modern society, an organization needs to understand how to use technology to create the proper digital footprint. 

Build your PR team.

Successful PR campaigns employ the use of a wide array of tools and resources to help an organization promote its message. Consumer education, product placement and internet websites are all commonly used components in modern PR strategies. Take the time to create a team of reliable go-to consultants and vendors who can assist with creating precise messaging, content, media distribution and more before you need to launch a PR campaign. 

Involve the community.

In our society, especially for messages geared toward the Millennial and Gen Z segments, PR efforts will yield greater success if organizations are proactive in communicating what actions they are taking to improve the climate, how they are contributing to social justice and/or simply what they are doing to make the world a better and more inclusive place. Successful PR in 2022 means organizations must go beyond merely providing “shareholder value” to dedicating routine resources to providing tangible support to humanitarian efforts, society and the environment. This is one of the most crucial keys to successful PR in modern society because it can instill a sense of trust within an organization’s target audience.

As we navigate the new year, PR professionals who are willing to adopt the technologies that can help them to better understand their target markets as well as demonstrate a commitment to philanthropy and social justice are those who will enjoy the greatest level of success getting their messages heard in the crowded media space. Once the above strategies are adopted, a conscious society will be listening.