When you begin to onboard a PR agency, it’s a new start and a chance to introduce a group of expert communicators to your team.

At Wellons Communications, we are fortunate to have several new starts every year. They arrive with the assignment of new business.

So how do we approach new assignments? What can you expect when you bring us aboard as a member of your marketing team?

1. We get to know you and your marketing environment

Depending on the industry, we tackle new assignments in two different ways.

If we are already familiar with your industry, we utilize the know-how we already possess and seek to capitalize and build on the strengths of our existing relationships with media and your other key marketing audiences.

While nurturing existing media relationships is important, expanding your network is crucial, especially in a new sector.

When we enter unfamiliar territory, we look for ways to streamline our learning curve so that we can deliver results for you as quickly as possible while looking for new, different or overlooked opportunities.

Here’s an example.

When we first come aboard, we take a close look at media data third party content like Cision or Muck Rack to identify journalists covering your industry. In particular, we look for writers who have recently produced content related to your area. We visit the LinkedIn pages of media outlets and click on “people”, which gives us a list of people who work at an outlet, which makes it easier to identify the right contacts and look for profiles that may list recent activity related to your field.

2. We talk to industry experts and listen

We have found that one of of the best sources for finding out what media are looking for in your marketing environment is to talk to journalists and sector veterans for insights beyond desk research. They can decode jargon, identify influential players, and highlight emerging trends.

We start following specific journalists on social media platforms like Twitter and Linkedin. We engage with their posts, comment on articles and share relevant content. This helps us understand their interests and establish a connection before pitching.

When we talk with knowledgeable industry experts, we are not afraid of appearing unprofessional for not knowing something about a particular industry. We welcome the opportunity to expand our knowledge and, along the way, look for new and different ideas that will augment our client’s marketing initiatives.

3. We immerse ourselves in your business and culture

As newcomers to your business, we want to become a member of your business as quickly as possible.

We meet and listen to your business’s leaders to get a clear idea of their wants, needs, and expectations. We interact your marketing team and seek to know what works, what has not worked, and what could work while gaining their trust as a means of support for their efforts.

In particular, we get acquainted with your marketing plan, so we know where you are headed and what you want to accomplish.

4. We fish where the fish are biting…by narrowing our focus

Once we have gotten better acquainted with your business, we get to work.

On of the first things you receieve when you onboard a PR agency is a Public Relations plan. We develop materials (e.g. press kits, photos, video, graphics) that make it easy for media to include you in their stories. We generate tactical approaches that will complement the objectives and strategies outlined in your marketing plan.

Once that’s done, we generally start by pitching media on your behalf using the front-end research we have conducted and information we have prepared for media.

Our pitching is aimed squarely at media who might want or seek your story.  According to the 2024 Muck Rack survey, 83% of journalists prefer personalized email pitches. This stems from a simple truth: journalists seek stories that resonate with their readers.

With that in mind, we conduct personalized media pitches aimed at more rapidly generating results.

And, as we surge forward, we measure our results and success, learning what works best and, by watching what is happening in your industry, what to avoid in the future.

The same formula is followed in the other aspects of public relations programs we create for clients: research, plan, execute, measure.

5. We are eager to help your marketing get a fresh start

Are you ready to onboard a PR firm and start incorporating publicity and public relations into your marketing plan?

At Wellons Communications, we regard ourselves as marketers…marketers who possess proven, effective skills in the public relations sector.

From first-time PR plans that address ongoing PR needs to one-time projects that aim at supporting a particular marketing initiative, we have a proven track record to illustrate our success.