Why NJS Co. PR?

· Focused on fundamentals, friendly to your finances.

· Range and depth of experience.

· Good writing.

· Integrity in sales and client service.

· What you see is what you get.

Focused on fundamentals, friendly to your finances

In a PR campaign, as in many other endeavors, small (and simple) is beautiful, effective, and economical.

The 80-20 rule has become a cliché, but it does seem that 80 percent (or more) of potential PR results can be achieved with 20 percent or fewer of the techniques of the trade — the most basic techniques. These are the workhorse techniques dismissed by “strategic thinkers” and “big-idea people” as just “routine” PR.

“A press release isn’t a strategy,” they say. But sometimes that’s all it takes.

One well-written press release or “pitch letter” and a few phone calls directed to the right people often generate as much meaningful media coverage – perhaps more – than slick overstuffed press-kits, news conferences, goofy publicity stunts, media tours, video news releases, and other budget burners that generate more billable hours and markups for the PR firm, but not necessarily more meaningful results for the client.

Simple, economical P.R programs don’t sound impressive in presentations or win lots of awards, but they work.

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Range and depth of experience

With more than 20 years of public relations experience as an agency-based counselor and hands-on publicist (including positions at two prominent national PR firms), I offer sound advice on communications planning, the competitive environment, alternatives, costs, and likely outcomes.

I’ve worked with large and small organizations in diverse industries and personally planned and implemented communications programs — including all writing and media contact tasks — for national, local, and spot-market assignments ranging from crisis management and corporate acquisition situations to sales-oriented, publicity campaigns for innovative, high-quality consumer and business-to-business products, professional services, higher education, cultural institutions, and the performing arts.

Whether an organization is promoting what it makes, what it does, or how it thinks, I can bring more expertise and perspective to a client’s assignment than the boilerplate approaches of so-called “industry specialists” whose sales pitch is that they “know your niche.”

Consider the merits of a four-star PR generalist who’s willing and eager to do his homework.

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Good writing

Good writing is the coin-of-the-realm in public relations, just as it is in the working press. PR agencies big and small bemoan the lack of writing talent. People in the media respond to well-turned phrases and factual writing devoid of hype, puffery, and brag-and-boast verbiage.

Give them anything but the usual, air-headed PR cheerleading.

Clients and my counterparts in the news media respond favorably to my PR writing, and it gets results. I’m proud to say that some clients have gone on to award me writing assignments beyond traditional PR: product brochures, capability brochures, newsletters, and specialized trade and consumer advertising.

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Integrity in sales and client service

This is a two-fold commitment.

First, it means not overselling the value of PR (or, more specifically, media coverage) or over-promising PR results. Some agencies will say anything to make the sale. They’ll dress up their sales pitch in a fake veneer of can-do bravado, regardless of the reality of the client’s situation.

Secondly, it means not trying to look larger than I am, as an agency. If a client’s assignment requires expertise or manpower beyond my resources, I’ll find quality, like-minded professionals to get involved, with the client’s consent.

But I won’t trot out freelancers, subcontractors, interns, in-laws, or so-called “associates” and try to palm them off as employees or business partners.

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What you see is what you get

WYSIWYG — you want it in software, and you should demand it when hiring a PR firm. You need to know who’ll be doing the day-to-day thinking and hands-on work on which your PR campaign will succeed or fail.

Will it be the hot-shot senior executive with impressive credentials who leads the sales charge, or will you end up with an entry-level, low-wage (i.e., highly profitable) neophyte in a windowless office learning the ropes at your expense?

It’s been said that your PR advisor is your “lawyer in the court of public opinion.” Do you want your case argued by the PR equivalent of a paralegal or a first-year law student?

Agencies don’t work for clients. Individual employees do. A PR firm is only a collection of people at a moment in time. Even in a large agency, only some of those people — maybe just one or two — will actually be doing your work.

At my firm, that would be me.

The campaigns and PR materials I show prospective clients are my own work (excluding visual design — I hire freelance art directors for that). Many PR and advertising agencies commonly take credit for the work of long-gone employees and even freelancers no longer associated with their firms.

The investment advisory, “Past performance is no guarantee of future results,” also holds true for every PR agency sales presentation, including mine. But you improve your odds if the PR person doing your work is the same one who produced the impressive results you saw in the agency’s presentation.

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