1. What is unique about
Primetime
Publicity?
Clients who meet three
criteria
may qualify for Pay-Only-For-Results Publicity©. These
clients
pay for media placements after they have been
published or aired. Either we deliver
publicity
or the client does not pay. This system makes us fully
accountable to
our clients, and provides an extraordinary
incentive for
us to achieve spectacular results.
2. What are the
criteria to qualify
for Pay-Only-For-Results Publicity©?
(1) The client must
have an
information flow that Primetime can spin into stories of
interest to
the media. (2) Company spokespeople must be willing to
cooperate with
requests for media interviews, which at times arise on short
notice.
(3) Finally, the company must be willing and able to pay
Primetime for
media placements within 30 days of their being published or
broadcast.
3. How does Primetime
bill for
its Pay-Only-For-Results Publicity© services?
An extensive rate card,
Primetime's
Media Schedule, lists the fees paid to Primetime of
each print,
broadcast and on-line media placement. Otherwise, Primetime
charges
project fees and/or hourly rates for a broad range of media
relations
services.
4. Where will my
company's publicity
appear?
Potential outlets are
major network
television programs, national newspapers and magazines,
on-line news
and information sites, as well as local broadcast and print
publications.
Primetime and the client decide jointly which media outlets
will be
in the client's Media Schedule.
5. Many PR firms help
to provide
print media placements but fail in their attempts to secure
national
television coverage. How likely is it that Primetime will be
able to
secure coverage on national television?
Primetime's former
television
journalists know how to package information so as to increase
the likelihood
that television media will want to use it.
6. While I'm working
with Primetime,
may I also employ other public relations professionals?
Yes, Primetime can
complement
your in-house/outside PR efforts. In fact, a joint working
relationship
can be a synergistic one. Primetime will simply confine its
approaches
to those client-approved media outlets listed in the Media
Schedule.
7. Will advertising get
my message
across better?
No, because by its very
nature,
advertising is not objective and hence less credible to those
it seeks
to convince. Research completed by Professor Michael Ray,
Ph.D., of
Stanford University's Department of Communications, indicates
that potential
customers believe the same information about a product or
service to
be far more credible when presented in an editorial format
compared
to an advertisement. In addition, the practice of
fast-forwarding through
television commercials is so pervasive, that many viewers
simply avoid
advertising altogether. Conversely, a client's message in the
editorial
portion of a broadcast or publication does reach its target
audience,
for it is part and parcel of the reason people tuned in to the
program
or read the story in the first place.
8. Why does Primetime
mainly
employ former journalists rather than career publicists?
Former journalists
understand
the criteria, methods and processes that working journalists
use. That
is why most Primetime representatives come from the front
ranks of American
journalism. They know how the media think. Amidst the barrage
of press
releases flung at the media, Primetime's story suggestions
stand out
as fact-filled, reliable, and, in effect, one journalist
giving another
a good story lead.
9. Are you implying
that Primetime's
representatives can control the media?
No, editorial coverage
is not
for sale. But well-presented, accurate information can find a
market
on its own merits. Top media decision-makers find that what
emanates
from Primetime is both well researched and tailored to their
readers
or broadcast audience.
10. What other services
does
Primetime provide?
For reasonable fees,
Primetime
will provide strategic planning and positioning (corporate,
product,
technology, service, pre-IPO, mergers, acquisitions); analyst
liaison;
crisis communications; creative media concepts; press tours
and conferences;
event planning and execution; writing and editing (press kits
and releases,
company backgrounders, executive biographies, white papers,
speeches,
collateral materials including ad copy); media training and
interview
workshops, and various other services. We are also a turn-key
resource
for graphic designers, Web site designers, printers,
photographers and
all pertinent vendors. See our List of Services page.