This is a critical step. It provides direction for your PR program. As a part of this step, L&P obtains editorial calendars and reviews them for relevant opportunities for your company. Then, we prepare a calendar of opportunities for you to consider, categorized by products and editorial / articles.
Product Press Releases
Years of experience and developing relationships with editors has defined our product press release process. We understand that quality photography is often significant to article placement and clearly articulated text makes editors jobs easier. We practice restraint when it comes to the number of releases sent out per month, sending releases for specific opportunities first and sending releases en masse second. Tracking where these releases are sent is an important part of the process as well.
A product roundup refers to a section of a publication that is dedicated to new product offerings. We determine where and when these opportunities will occur and make sure you are a part of them by sending out material that is new to the publication. Distribution of targeted press releases happens 2+ months prior to the scheduled date of publication and includes a note tying the product to the topic of interest.
A technology roundup refers to an editor-written article covering a given topic. Editors work on these articles 2-4 months in advance. Having established and nurtured relationships with these editors, L&P communicates with them on a regular basis to determine their needs. We take that knowledge to our clients and work with them to provide editors with desired materials and information, arranging interviews as needed.
Bylined Feature Articles
These types of articles begin with an outline that identifies an issue and its resolution. With guidance from L&P, one of your internal staff and/or a ghost writer will draft and finalize the article. L&P will then pitch to editors based on editorial calendars we’ve reviewed during our Editorial Planning step. L&P handles all editor contact and provides all materials and information directly to the editor and follows up with them after the article has been published. We will also recycle article information as appropriate for other editorial opportunities to get as much additional coverage as possible.