WHY PR?

By Jeanne C. Zepp

Across my career, I have encountered many companies who question the value of PR and marketing agencies. They view PR as nothing more than issuing press releases announcing new products, personnel and clients. They believe that such a basic task is best handled in-house by a recent college graduate relying on a standard wire service. To me, this shortsighted view fails to take into account what PR is and the value it adds to your business.

A press release is but one of many PR tools, and issuing press releases is but one of many professional services that a PR agency can offer a company. All too often in-house press releases are formulaic documents, updating canned messaging by filling in the blanks and inserting platitude-rich quotes that convey nothing substantive about a firm or its expertise. It is no wonder that businesses relying on this approach to PR gain no market advantage. Their press releases are devoid of newsworthy content, only reach predictable media outlets and ultimately attain the dubious status of just being one more electronic pickup.

PR firms not only use PR tools optimally, but also in concert with other PR techniques to assure reach. More important, an agency offers its clients new ways of thinking, sound judgment and immediate access to influential audiences. In short, an agency opens the door to a true PR strategy based on a well-conceived PR plan. This strategy envisions working in concert with a client’s executives and staff. After all, who knows the products and services better?

Fresh ideas yield product launches, for example, that are exciting and create buzz among analysts and journalists. Professional, unbiased analysis of messaging translates to target audiences that understand your products and services and what differentiates them from would-be competitors. Established relationships with key influencers translate to direct and immediate lines of communication with audiences that have the power to transition your business from “also ran” to “frontrunner.” Seasoned professionals using a full complement of PR tools prevent single-note efforts that fail to promote your business.

Expending minimal effort with the expectation of maximal results is a prescription that does not work well in any area of life or business. All too often, a minimalistic, in-house approach actually leads to an unexpected result: giving the advantage to competitors. For real results, it is vital to engage PR specialists with the background, experience and vision to plan and implement a well-rounded program reflective of the unique value proposition your company brings to the marketplace.

 

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What People Are Saying

At this point in time, Hermes has a well-established brand throughout Europe, but the company does not have the same level of name recognition in North America. So we decided to partner with DPR Group to let U.S. retailers know about the full range of e-commerce services Hermes offers for e-businesses and international expansion. DPR Group did a fantastic job for Hermes at the Internet Retailer Conference and Exhibition (IRCE), promoting attendance at our sessions and scheduling media interviews before and after. We’ve never had as much press coverage at any U.S. event before. I highly recommend DPR Group to foreign companies seeking to launch their products and services in U.S. markets.

Uwe Bald
Hermes

DPR Group’s PR campaigns have helped us increase the visibility of U-TECK’s products for the utility, telecom and construction industries, especially our WeedEnder® vegetation control mattings. Since working with DPR, we have noticed 30% and 50% increases in traffic to our U-TECK and WeedEnder websites, respectively.

Nan Jackson
U-TECK

DPR Group really understands our industry and the unique role InfinityQS plays in it. They provide both strategic guidance and tactical execution to deliver coverage in key trade publications and exposure with industry analysts and third-party influencers. The team is flexible and always willing to roll up their sleeves to assist us in a wide range of marketing activities beyond our traditional public relations initiatives. DPR Group is more than a vendor. They are a true, trusted and valued partner.

Greg Matranga
InfinityQS

In less than six months, DPR Group has helped Protech develop and launch a new website and successfully introduce Protech Cloud Business Solutions to the market. We truly value the expertise and services that the DPR Group team brings to the table and look forward to a long, successful relationship together.

Brian Bruffey
Protech

DPR has been an asset to Barcoding’s marketing department since 2010. Through their expert writing, advice, and connections, we’ve secured local and national media coverage, leveraged the power of search engine optimization (SEO) with a strategy of inbound content marketing, and strengthened our brand’s reputation as a leading systems integrator.

Jody Costa
Barcoding

DPR Group has provided valuable public relations insight and helped us increase our marketplace visibility on a local and national level. Our partnership has enabled us to focus on growing our client base, while expanding our messaging and showcasing our unique services.

Kim Cubine

DPR Group is a trusted adviser to both Quality Associates, Inc. and DocPoint Solutions. DPR’s wide range of PR services ensures that our most important news is what our industry views first.

Scott Swidersky
Quality Associates, Inc.

Since 2007, DPR Group has been a trusted business partner providing expert public relations and marketing advice. DPR Group has secured tremendous positive media coverage for our firm, bringing visibility to our software and assisting our sales.

Felix Pekar

DPR Group has achieved results for DirectMail.com that have far exceeded our initial expectations. We look forward to a long-term relationship with DPR Group as an integral part of our corporate growth goals.

Robert Salta
DirectMail.com

DPR Group’s extensive knowledge and experience in PR and marketing have elevated the Cetrom brand, increased awareness of our services across the industry, and secured numerous award wins and media placements. We value the partnership that has developed and DPR’s contribution to our overall success.

Christopher Stark, President and CEO
Cetrom Information Technology, Inc.