The primary focus of Solomark’s public relations services is to achieve and maintain top-of-mind for your company among editors in the insurance media, industry analysts and other industry influencers.
The public relations effort is intended to complement your ongoing marketing initiatives by increasing overall market awareness and credibility for your company, your products and services, and your people. When you engage Solomark Associates for an ongoing public relations program, we assume the role as your company’s Virtual Public Relations Manager.
A customized public relations program is developed for your company to best support your marketing strategy and most efficiently and effectively invest your company’s time and public relations budget. Depending upon your objectives, priorities, bandwidth and budget your public relations program would include some combination or all of the initiatives listed on the left.
Composite Editorial Calendar
Each public relations program starts with the review of the editorial calendars of all the key industry publications to identify appropriate media opportunities throughout the year for expert interviews in features, for client case studies, and for contributed articles. This calendar is a highly leverageable vehicle for acquainting target editors with your company and for offering the firm and your clients as expert sources to editors in a wide variety of publications.
Case Study Program
Customer case studies that illustrate how your company’s products or services have addressed a business challenge, improved efficiencies, enabled new market opportunities, or demonstrated a significant cost savings, are the equivalent of public relations gold. They capture the industry’s attention, prove your value proposition, and influence buying decisions.
Your customers willing to have their case study documented will be identified. In some instances, these case studies may be written by/with Solomark Associates. In other scenarios, the customers will be interviewed by the media for the case study.
Press Release Program
A pipeline of company related news will be developed and distributed to reinforce your company’s name and product recognition throughout the industry. Trade publications, analysts and industry influencers will be targeted with a series of press releases focused on business news including product, client, operational and partner news.
Media RelationsIn order to continue to enhance your company and your executives’ credibility and presence in the market, an ongoing initiative will be managed by Solomark to position and promote your executives and willing customers as industry experts and topic thought leaders with the industry media.
Byline Article Program
In order to continue to enhance your company’s credibility, presence, and areas of expertise in the market, an ongoing initiative will be managed by Solomark to place your company’s bylined articles with target publications who accept contributed articles. Solomark will work jointly with you to develop and maintain a library of article ideas/abstracts and pitch article ideas on an ongoing basis to target publications. Although Solomark or a ghostwriter may often write the first draft of each article, developing a quality piece with the right message will require the cooperation of your key personnel and customers to assist with ideas, content, messaging, review and final approval.
Expert Interview Program
Your executives and willing customers will be identified, areas of expertise determined and and pitched to the trade media on an ongoing basis as expert sources for staff written feature articles. Factors that have a major impact on this initiative include:
- Size and visibility of the customer organization
- Customer cooperation with the initiative at the highest possible organizational level within your customer firm
- Availability of quantifiable results that your customer is willing to reveal and attribute to your solution.
Analyst Relations
Solomark will keep the insurance industry analysts apprised of your latest news on an ongoing basis. Analyst briefings will be scheduled on an ongoing basis to ensure the analyst community is aware of your company’s solutions and the value you offer the insurance industry. Solomark recommends a program that includes one-on-one briefings and, when possible, periodic analyst tours.
Speaker Bureau
Solomark will identify target conferences and trade shows that best fit your company’s target audience. Opportunities to speak at these events will be identified and proposals will be jointly developed with the objective of placing your company executives and your customers as speakers in order to enhance visibility and credibility for both your company and your products.
Awards and Recognition
Awards and recognition opportunities for your company and product as well as those that relate to your clients and their use of your product/service will be identified. When an award is won or recognition is received, Solomark will leverage the ‘win’ for maximum industry exposure to further enhance your company’s credibility, name recognition, and to further promote your product’s proven value.
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