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If a strong PR program is not already part of your company’s marketing strategy, it’s time to reconsider and include it in your future plans.
APPMA has added a new membership benefit that will make implementing a planned PR program easier for you than ever before.
In addition to the collaborative member media outreach efforts received through your membership, APPMA has negotiated specialized discounted Public Relations Packages through an exclusive partnership with MassMedia Public Relations and Advertising. These Packages can be customized to meet your company’s unique needs. Depending on the package you select, services may include the following:
- Brainstorming sessions to develop an overall PR strategy for your company
- Identification of your target audience
- Campaign development and implementation for new product launches
- Press releases and stories promoting specific products
- Press releases and story pitches on your company, company announcements and company executives
- Crisis Management
- Target media research and media tracking
Since MassMedia is a full service marketing firm that specializes in the pet industry and maintains strong relationships with key pet reporters, editors and producers, they can help you obtain the nation-wide exposure you want!
Why Public Relations? Public relations is a planned effort to influence opinion. While advertising is what you say about yourself, public relations is what you influence others to say about you. Two very distinct strategies, but a strong public relations program can certainly step in when advertising dollars are lacking.
Value. Limited advertising dollars would not be sufficient to achieve the frequency necessary to reach your target audience, nor would it afford you the opportunity for visibility in multiple publications. This is not the case with public relations as the same release/pitch can be broadcast to literally thousands of media contacts, thus extending your reach and your budget!
Credibility. It’s a known fact that consumers believe what they hear in the news more readily than what they hear through paid advertising. Public relations activities are an excellent tool for establishing trust and credibility and building reputation. They are low-cost but enjoy a high level of credibility. A strong public relations campaign can be the most effective way to build positive opinions of your organization’s products and services.
By effectively using the tools of public relations, you can:
- Clearly demonstrate key messages
- Build brand awareness
- Enhance product or service quality perceptions
- Strengthen relationships with customers and/or target audiences
- Motivate purchasing
APPMA’s Public Relations Packages Complement the PR Benefits You Already Receive Through APPMA Membership.
The APPMA Marketing and Public Relations team, comprised of APPMA’s Marketing Communications Department and MassMedia, promotes pet ownership and the pet product industry by creating a gateway between APPMA members and the media. The team works together to identify opportunities to maximize APPMA’s media outreach.
APPMA members already receive valuable PR opportunities through The Marketing Team’s efforts. Through their monitoring of the editorial calendars of dozens of consumer and pet trade magazines, MassMedia looks for opportunities to promote positive stories on pet ownership, pet products and pet product companies. Then, they submit stories on behalf of APPMA members to help garner positive attention toward member companies and their products. These press releases and story pitches provide industry trends, overviews and applicable product information from members, and focus on the industry as a whole rather than individual member companies. Members are made aware of these opportunities on a regular basis through APPMA’s weekly e-updates.
If your company is interested in taking its PR efforts to the next level with a personalized marketing plan that solely promotes your company and its products, then an APPMA Public Relations Package might be for you! Dedicated marketing professionals will help you develop an individualized PR plan that will meet your marketing objectives. This opportunity will help you tout your products, company and staff to journalists and to your target audience!
Select From Two Types of APPMA Public Relations Packages
Package I: Triple Project Package
Includes a half-hour Strategy Building Session, Three Press Releases, Story Pitches or other Individualized Special Promotions, a half-hour Follow-up Session and a Follow-up summary report detailing project activities: $3,000
APPMA’s contact list reaches thousands of journalists across the nation, and when applicable international media as well. A customized target audience list will be developed just for you and may include such outlets as:
· Newspapers: New York Times, USA Today Weekend, Wall Street Journal
· Magazines: Entrepreneur, Men’s Health, Prevention, Good Housekeeping, Fortune
· Trades: Pet Product News, Pet Business Magazine, Pet Age, Pets International
· Television: The Today Show, Good Morning America, The Early Show, The View, Fox Washington DC, Fox Chicago, CNN Financial News, ABC Nightly News
Compare and save. Similar industry services often charge $3,000 to include your company along with numerous other manufacturers in just one press release. Your $3,000 spent through APPMA obtains much more individualized service just for you!
Package II: Monthly Retainer Program
APPMA Members receive deep discounts on a National Campaign Program:
$1,500 monthly retainer/with month-to-month agreement (no long-term contract required)
This Monthly Retainer Program is a $500 savings over an agency’s standard minimum monthly retainer of $2,000 which normally requires a six month contract.
The staff at MassMedia will be happy to consult with you to discuss how these packages may best be tailored to meet your individual needs. For maximum media exposure, members are encouraged to couple their participation in the free opportunities offered through your APPMA membership with the specialized efforts of the new APPMA Public Relations Packages.
For more details on these Packages or MassMedia’s services, please contact Tierra or Julie at MassMedia at (775) 322-0755, tierra@massmediapr.com, or julie@massmediapr.com.
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