Press Relations
Well connected
In an increasingly digital world, it’s easy to forget the advantages of personal relationships. We don’t. We like to visit editors and publishers – it’s a regular Swordfish initiative – and meet them at trade shows. The benefits are exceptional, and possibly immeasurable. Whether it’s a news snippet, press release, case study, technical article or white paper, we learn exactly what they’re looking for and use it to inform our creative, promotional and technical writing – as well as how we manage editorial contributions as part of our clients’ PR campaigns.
Doing the right thing
One size does not fit all in press relations. We will never risk alienating (or boring) these key industry influencers by sending every press release to every editor and publication on our (pretty extensive) circulation database. No, we take an intelligent approach. We tailor our PR content to the needs of the publishers to avoid wasting anyone’s time. We only distribute editorial that’s relevant to each publication. And we write articles that are specific to a target publication. It helps our PR gain better traction. In turn, that secures more coverage for our clients.
Reputation marketing and marketing reputation
Our job in marketing generally, and in press relations particularly, is to manage and enhance the reputation of our clients. Our intelligent PR process achieves that – and enhances Swordfish’s reputation in the media too. Editors receiving a Swordfish press release know it will be relevant and informative to their readership, and written well. PR is still a numbers game. Each press release competes for page real estate or online space against thousands of others. That’s where reputations and strong relationships count. And that’s what our clients buy into when they appoint Swordfish to create their press releases and manage their press relations.
Well connected
In an increasingly digital world, it’s easy to forget the advantages of personal relationships. We don’t. We like to visit editors and publishers – it’s a regular Swordfish initiative – and meet them at trade shows. The benefits are exceptional, and possibly immeasurable. Whether it’s a news snippet, press release, case study, technical article or white paper, we learn exactly what they’re looking for and use it to inform our creative, promotional and technical writing – as well as how we manage editorial contributions as part of our clients’ PR campaigns.
Doing the right thing
One size does not fit all in press relations. We will never risk alienating (or boring) these key industry influencers by sending every press release to every editor and publication on our (pretty extensive) circulation database. No, we take an intelligent approach. We tailor our PR content to the needs of the publishers to avoid wasting anyone’s time. We only distribute editorial that’s relevant to each publication. And we write articles that are specific to a target publication. It helps our PR gain better traction. In turn, that secures more coverage for our clients.
Reputation marketing and marketing reputation
Our job in marketing generally, and in press relations particularly, is to manage and enhance the reputation of our clients. Our intelligent PR process achieves that – and enhances Swordfish’s reputation in the media too. Editors receiving a Swordfish press release know it will be relevant and informative to their readership, and written well. PR is still a numbers game. Each press release competes for page real estate or online space against thousands of others. That’s where reputations and strong relationships count. And that’s what our clients buy into when they appoint Swordfish to create their press releases and manage their press relations.