Full-service PR

Full-service Public Relations

From not-so-basic media relations to all the tactics you would expect of your agency, Peppercom offers a new definition of full-service PR. As a full-service agency, Peppercom offers a broad spectrum of services, including media and analyst relations, crisis counseling, internal/employee communications, interactive marketing support, trade show/special events coverage, media training, speaking platform opportunities and our two most unique offerings: analyst and media audits.

Media Relations

Making your news relevant to the media is what Peppercom does best. We believe that relationships and a unique problem-solution approach to media relations differentiate our approach, our clients and our results.

Problem-solution Approach

Peppercom media strategists help you identify target media and audiences, and develop stories that ignite thought rather than push paper. These stories are created with the intent of mapping to your specific business goals, rather than generating "media by the pound." With our unique problem-solution approach, we offer our media contacts the story angle they need in order to connect with their readers. We identify an issue or "painpoint" that we can help showcase for our media contacts, and then illustrate possible solutions to that problem while leveraging proprietary and secondary client research.

This approach also enables us to identify and target "unusual suspects" for your business. Whether it's a new vertical market, an unexpected trade or a beat reporter who would normally never cover your product, we look for a way to drive interest by highlighting a current issue and positioning your business as the solution.

In addition to this proactive story development, Peppercom employs a reactive proprietary program called ACT (Available to Comment Today). Every morning, your account team reviews important news sources to determine whether any trends can serve as a springboard for your key messages and expert commentary. If so, we check with you to verify our assessment, and then develop either a critical aspect that is missing from the story or a contrarian point-of-view. We then prepare a brief media advisory and pitch media outlets seeking immediate commentary, as well as publications that will be writing follow-up stories.

Positioning

As marketplaces grow increasingly cluttered, our clients must set themselves apart from their competition. Our philosophy insists that positioning drives an entire PR campaign: it enables us to differentiate clients when we communicate with industry analysts and the media.

When appropriate, Peppercom will recreate a client's positioning entirely; or we will refine an existing positioning for greater market relevancy. It is our practice to work hand-in-glove with branding, corporate ID and advertising agencies to develop seamless positioning that effectively crosses all marketing initiatives.

Media Training

Peppercom's a la carte media training program facilitates in-house media training rather than relying on the preconceived notions of a network personality-cum-media trainer who may understand very little about a client's organization. Peppercom has built a reputation among its clients for conducting media training that results in consistent wins for every single interview opportunity.

After creating or refining a client's positioning, Peppercom then conducts an intensive half-day media training session with a client's spokespeople to address potential interview scenarios and questions that might be asked. We conclude this session by crafting a media script that underscores the client's positioning and key messages.