How a Store Chain and a Pop Singer Drove Interest in a Wellness Festival

Kroger and Grammy nominee Jewel, co-founders of the Wellness Your Way Festival, joined forces to publicize the three-day event in Denver through focused promotions

Winner: Dunn Pellier Media

It’s important to see the big picture without forsaking the particulars.

Dunn Pellier Media was tasked with driving 1 billion impressions in total for the 2019 Wellness Your Way Festival (WYWF), a three-day health and wellness festival, co-founded by Kroger Co. and singer/songwriter Jewel.

The attention to both the forest and the trees helped Dunn Pellier Media take home top honors for “Best Event Promotion” in PR Daily’s 2020 Digital Marketing & Social Media Awards.

Because wellness is a universal concern, Dunn Pellier Media emphasized the festival’s accessibility, inclusivity and affordability. It also highlighted—with emphasis geared to the media outlet—Jewel’s commitment to mindfulness, as well as her celebrity status and musicianship.

Overall, Dunn Pellier Media solidified 200 pieces of coverage with 1.51 billion online readership, 5.39 million estimated views overall, and 4.21 million reach on Instagram stories. Top press hits include Yahoo, In Touch, Life & Style, Buzzfeed, Extra, and Fox 31 Denver. (The 2019 event was held in Denver.)

Digital Marketing and Social Media Awards Winner

View More Digital PR Social Media Awards 2020 Winners.

Visit Ragan.com/Awards to learn more about awards opportunities.

*Article credit PR Daily.

*Photo courtesy of Wellness Your Way Festival

 

Public Relations: Your Secret Weapon to Build Your Brand

Read on to Learn How Our Brands Increased Sales In Uncertain Times…

During the stay at home quarantine, our PR clients with wellness brands contributed to a great many media opportunities – from Forbes to Mashable to Fox and NBC. Clients have reported back to us, that the media attention has increased sign-ups for their fitness programs as well as record sales for health products. The clients who invested in having a PR team are benefiting now and so can you! There is a huge spike in media requests for anything immune-wellness related. We are currently doing “short push campaigns” with clients while everyone is adjusting to the “new normal.” With media attention, you and your product will be seen by more consumers reading articles and seeing product roundups than ever before. We are helping businesses just like yours, and we would love to help you gain more sales, signups, and increased recognition with valuable earned media placements!

Our brands used PR to gain brand recognition and increase sales during this global pandemic in a positive way. They took a risk and it paid off.  During this time you may have had to make choices about what you could and couldn’t do with your marketing efforts. We saw the media power that our brands were able to offer to readers and viewers to nurture people in the middle of a global pandemic.   With the restrictions loosening up you may be thinking about how to sharpen your lens and create new PR and marketing efforts to get more exposure for your brand.  We can assure you – through personal experience with our clients – this is one of the best times that you could help your health or wellness brands grow, gain credibility, and increase sales.

From the moment the stay-at-home orders were put in place, we pivoted immediately and went into high gear for our clients. Over the past 12 weeks, our clients with wellness brands contributed to a great many media opportunities – from Forbes to Mashable to Fox and NBC and more – some of them for the first time ever.

Take our client, Dr. Steven Quay. Dr. Quay came to us having invented seven FDA-approved drugs, and he invented his next treatment during COVID-19 that was showing promising results for easing the ventilator crisis. His combination of blood thinners and asthma drugs were presented to doctors to save coronavirus patients from needing intubation. Dr. Quay’s solution was to offer doctors patients more lung function and reduce the need for mechanical ventilation – exactly what the frontlines in NYC needed! With no television experience and a short session with famed media coach Suzanne Sena, he made his national tv debut on Fox News. His goal was to sign up to 100 doctors interested in participating in the clinical trial to get people off of ventilators. An overwhelming response with over 350 doctors signed up after the Fox segment aired!

In addition to Dr. Quay, clients have reported back to us that the media attention has increased sign-ups for their fitness programs as well as record sales for health products. Like Bulldog Yoga. When they originally came to us, one of their goals was to offer 30 days free on the online yoga platform to help people relieve stress through exercise with a workout class of yoga with fun music. On the back end, the virtual workout class program and platform were currently getting about 25 online sign-ups a week before our PR campaign. Within the first two weeks with our services – the number of sign-ups went to 125 a week for this fitness platform!

Client Tropical Oasis reported that their sales increased 4x what it was before the homestay, and this boom in sales resulted in the company investing to buy another factory to help produce more products to help American’s boost their immune health with liquid vitamins!

It is clear that the clients who invested in having a PR team are benefiting now and so can you!

Because of the current landscape, there is a huge spike in media requests for anything immune to wellness related. As such, we are currently doing “short push campaigns” with clients while everyone is adjusting to the “new normal.”  With media attention, you and your product will be seen by more consumers reading articles and seeing product roundups than ever before.  We are helping businesses just like yours, and we would love to help you gain more sales, signups, and increased recognition with valuable earned media placements!

PR is crucial if you want to stay ahead of the rest of the world in normal times, but in these new times, where everything has gone online, its importance has increased beyond measure. Public relations is often the force behind brands that “suddenly” skyrocket into growth. It’s just like those “overnight successes” you may have seen. They may seem like an overnight success, but in truth, they have been working strategically to grow and build their products and brands so that when the time was right, they were the experts to call on. PR positioned them to be those experts. PR is about building that foundation, and we are proud to have helped so many people do that. It is paying off now during these times more than at any other time that we have seen.

But you can’t just pick any PR team. It’s crucial that you find a team that matches your brand and is a good working fit. That way, as a team, you can take a look at the media landscape in the US and the current changes taking place. Relationship building is the cornerstone of public relations. Like any great relationship, the foundation of success is trust.

If you are interested in exploring the possibility of us being a good fit for you and your brand, please email our business development team and talk to Oumy Thiam to set up a call. Also, be sure to check us out on Facebook and Twitter for a full list of the many features we have landed our clients! This is your time – we can help you shine!

 

Want Better PR Coverage?

Leverage Your Relationships.

Are you a small business or brand looking to up your PR game this year, especially now in this new virtual world? Have you been trying to do it yourself without results? Or maybe you’ve gotten some results, but want to kick things into high gear.

If you need a little advice, keep reading.

Here at Dunn Pellier Media, we have over 15 years of television producing experience and 10 years of PR power. We have built television relationships with everyone from the Today Show, GMA, The Doctor Oz show, CNN, CBS This Morning, The Doctors, Extra, and more.

We have booked a variety of print coverage in everything from the NY Times, Wall Street Journal, Boston Globe, Fortune, Shape Magazine, Men’s Health, Good Housekeeping and more…all by developing powerful relationships with the media, affiliate partners, bloggers, magazine editors, TV producers and other influencers that gave our clients the ability to leverage their information which in turn presented them with better opportunities for brand visibility. It all started with introducing ourselves to new contacts.

In short, we have spent the better part of a decade cultivating our relationships with media outlets, and it is truly at the core of our success in PR. And if you want to land coverage in local, national or any media outlet, you would be wise to do the same.

But How?

  1. Don’t Expect Instant Results – it takes time to build relationships. Take the time to build them, cultivate them, and honor them.
  2. Choose the Right Relationships – if you build a relationship with an editor, producer, or journalist who doesn’t write about your particular topic, it’s a waste of both your time. Find out who is in your particular field, and build relationships with those people.
  3. Show Some Personality – let these editors, journalists, and producers see the real you, not just some generic, robotic version of what you think you need to be in order to get published. Authenticity reigns supreme.
  4. Start a Conversation on Social Media – don’t stalk these people on social, that would be weird. But do follow their posts and get a feel for what they like to feature. Comment on their posts, and even share their posts on your social feeds if you feel compelled to do so.
  5. Stay in Contact – offer to bring them their favorite coffee. Send thank-you notes if they’ve featured you or done anything nice for you. Stay top of mind so that they remember you when something that fits your niche comes up.
  6. Help Them Solve a Problem Their Audience Has – your business isn’t as exciting to them unless you tie it to a problem their audience has or some current event. Then it becomes gold. Find out how to position yourself in this way.
  7. Do the Research and Stay on Top of Connections – if you pitch them something they don’t tend to feature, they’ll know you didn’t do your research, and they’ll also feel like you didn’t respect their time because of it. Don’t make that mistake.

We know, it’s a lot. We never said building and maintaining relationships was easy! But it’s truly at the heart of our PR strategy, and why we’ve had such great success with getting our clients featured on TV and in print. If this sounds exhausting to you and you’d rather we do this for you, send us an email and we can set up a time to talk about your PR goals. To check out our clients, past and present, visit our Facebook Page or Twitter!

Check out some client WINS this week:

Client Travis Eliot from Inner Dimension TV, Explains Why Stretching is Important Now More Than Ever! on PopSugar


You Don’t Have to Be Able to Touch Your Toes to Master These Stretches with Bulldog Yoga’s Tessa Jenkins on PopSugar

Client Dr. Louis Ignarro, The Nitric Oxide Gas Inhalation Therapy for Mild/Moderate COVID-19 Infection clinical trial in USA Today
Tame Hair With These 9 Running Headbands – Client TreadBands in Runner’s World

Whatever you decide, we wish you the best of luck, and cannot wait to see you shine!

Think you Don’t Need to Invest in PR?

This Might Change Your Mind to Start Creating a Public Relations Campaign!

Look, we don’t want to brag, but…ok. We’ll brag. Because frankly, we’re good at it! As a public relations company with a focus on health and wellness brands, we take pride in bragging about our clients because we truly believe what they stand for will make the world a better, healthier and happier place. And in bragging about them, we get them seen. We get them articles in major online publications. Spots on local and national TV. With our extensive list of contacts in the media world (one that we’ve spent a decade building), we get them access to an audience they wouldn’t otherwise have access to.

In today’s media landscape, you have to be strong-willed and have the persistence to get the attention of the media.  They get hundreds of pitch emails daily.  Often if they don’t know you they will delete your email, unless it’s relevant to the news cycle.  Remember, there are tons of credible experts and brands that have been doing PR for years and have built up a good media contact list – they give good media interviews!  These chosen few have figured out the media formula to get press coverage. We applaud them, but we want you to know how hard they had to work to get there. It could take you years of daily posting to garner a big following on Instagram, but if you got one National segment or a series of articles and local tv spots, it might take you a much shorter period of time.

Maybe you are interested in PR but don’t know where to start?  If you are new to the public relations scene you can always start off with an online course to teach you about the basics and how to get started.  This is a great way to understand how much work it takes to start with nothing and build a base.  Like in our 7 Part Online Course – The Hustlers Guide to Capturing Media Attention and Getting Eyeballs on Your Brand.  Just think FREE PR.  And for $49 dollars you get the following:

  • How to find & build media relationships that pay dividends in free eyeballs
  • How to become THE Go-To Expert in your industry so journalists look for YOU
  • How to create a PR Timeline that leverages the strengths of your brand and keeps your traffic goals on track
  • How to craft an irresistible pitch that’s researched and tailored to a specific journalist

Another scenario could be that you already have some media and need help from a professional?  We gotcha covered.  If you are a wellness, lifestyle, or fitness brand our team of dedicated PR pros can help!

Hiring a PR team takes the work of publicizing yourself off your plate so you can focus on what you do best. And wouldn’t it be great to take comfort in knowing that if you focus on what you do best, someone is working to find an audience to actually appreciate what you do and get placements at the same time?

At Dunn Pellier Media have had many client success stories in our tenure, including helping P90X star, Tony Horton, rise to fame. And more recently, we got our client, Bulldog Online, a virtual workout yoga platform for people who don’t like yoga, mentioned in Money Magazine as one of the Best Workout Apps to try! They went from 25 downloads of their app and program to 125 a week!  That’s the power of PR.

In the same week, we got another client, Tropical Oasis, a liquid vitamin company mentioned on ABC News 7 WJLA. Our client Dr. Steven Quay was featured on Fox News announcing his The COVID-19 HOPE Clinical Trial to Eliminate Most Hospitalizations (that is the Daily Mail link that also covered the story).

We could go on, but there are too many to count! You can check them out for yourself on our Facebook or Twitter page.

Our job is to be the biggest cheerleaders for our brands, to help them increase their sales, help branch partnerships and build relationships with the media.  We can also help you out if you are just starting out with our online program.

You have two options:

  1. If you are just starting out – learn how to boosts awareness and drive tons of traffic with media placements – Our PR course is so affordable ($49 dollars), how can you resist!?
  2. If you are a brand or business that is aligned to the health and wellness industry, and you’re feeling stalled in your growth, or feeling like you could use some support in getting more exposure, send Oumy Thiam an email and we’ll see if we are a good fit for each other.

Don’t let your fear hold you back from achieving the kind of success that is waiting for you! Check out our work on our social feeds and our website!

A Letter From Our CEO

Dear friends, colleagues and wellness enthusiasts,

Our company Dunn Pellier Media, specializes in health, fitness and wellness PR. We are proud to have over 14 years of specialty PR to build amazing brands and keep them relevant in the current news cycle.  We are so appreciative of the positive coverage of our clients from the many media friends and colleagues we have built over the years.  Thank you.

Our mission during this time is to provide American’s with nourishing news that will help them weather through this tough time.  We are praying for everyone affected by COVID 19 and the Coronavirus.

We have doctors working behind the scenes working on clinical trials (Dr. Steven Quay -COVID 19 HOPE), Nobel Prize winner, Dr. Louis Ignarro, Ph.D. who found Nitric Oxide which is being used as an experimental treatment for COVID 19. D’OXYVA a company on the frontlines of COVID 19 helping people significantly improve macro- and micro-circulation of blood flow and certain nerve activities in the body, which together are widely reported to form an effective non-invasive, pain-free solution option for many conditions and underlying causes.  We have doctors who specialize in immune disorders and eating to beat diseases like Dr. Terry Wahls, naturopathic doctor Dr. Christian Gonzalez (Heal Thy Self Podcast) who can discuss anything from home health to dispelling myths out there.

We also have fitness brands that are helping keep people occupied and active like Bulldog Yoga, Trainer Corey Phelps, Inner Dimension TVFuture.fit (who doesn’t need a personal coach and trainer right now!), Tropical Oasis liquid vitamins to boost the immune system and Los Angeles meal delivery Z.E.N. Foods.

We are thinking positive thoughts for everyone!  Thank you for continuing to work out and eat right during this stressful time.  It’s our hope that our clients’ expertise and brands will help someone out there.

Nicole Dunn, CEO Dunn Pellier Media

Feeling Burnt Out? Discover the Connection Between Sleep & Career Burnout

When it comes to career burnout, there are undoubtedly a number of factors that play a role. According to an article featuring our PR client in Forbes Magazine, these factors include but are not limited to work-life balace, a poor job function fit, a mismatch in values, lack of employee appreciation, certain personality and character types and not progressing in one’s career.

But what about sleep? Can it play a role in career burnout? In a word, yes. Why? 

Sleep Cycle has found that 40% of Americans say stress is the biggest disruptor to circadian rhythms, and 60% feel their circadian rhythm is affected by their work-life balance. Our circadian rhythms control our sleep-wake schedule, and so if our rhythms are out of sync, our sleep will take a hit,” says Rachel Montanez, author of the aforementioned article in Forbes Magazine.

She goes onto outline three ways in which lack of sleep affects us:

1. It disrupts our mindset.
2. It disrupts our work environment.
3. It can negatively effect our career or job choice.

Our very own client at our health and wellness PR firm, Dr. Caroline Leaf, is a neuroscientist and author of Think, Learn, Succeed: Understanding and Using Your Mind to Thrive at School, the Workplace, and Life. Dr. Leaf was called upon as an expert in the article. She broke down how sleep can disrupt our mindset and why that is important:

“Sleep is a regenerative housekeeping function allowing the mind and brain to sort out and clean up the thought-building process that occurred while the individual was consciously awake. It increases our ability to self-regulate our own thinking, feeling and choosing, which we do all day long. If we don’t get enough sleep, we will tend to approach work, relationships and life with a more negative and pessimistic attitude.”

So the next time you are thinking about burning the midnight oil, it might be best to think again. If getting a few extra hours of sleep can in turn make you more productive during your waking hours on account of having a positive impact on your mindset, perhaps that might be the better choce?

Food for thought. Happy sleeping!

To read the original article, visit Forbes.com

For more on Dr. Caroline Leaf, visit Dr. Leaf.com


Introducing Our Latest Pilot Project!

We are Kickstarting 5 Fit & Healthy companies in PR! Will you be next?

As the premier Health and Wellness agency, we wanted to help kickstart the PR journey for six industry innovative clients as startups. Exclusively selected, each client of our 2018 Fit and Healthy Roster brings something special to the field and we want to help spread the word! This is their first step into the world of PR and we want to aide in getting their name out to the media and gaining attention around their brand. We’d love you to meet them:

1. MERGE Workout

Created by career personal trainer, Alfonso Moretti, MERGE brings certified personal trainers to small group classes of 16 or less, creating a safe space for anyone at any level to get fit. It is a fully balanced program that focuses on posture, exercise form, core stability, cardiovascular fitness and total body strength. MERGE is designed for every type of exerciser, the conditioned, limited (i.e. injury), old or young.

2. Indoor Cycle Design

Their claim to fame? Innovating boutique fitness. Launched in 2008, Barbara Chancey Hoots has helped over 200 clients worldwide including fitness boutiques in Saudi Arabia, Kenya, Kuwait, and Singapore.

Barbara is a featured columnist and presenter for Club Industry, REX Roundtables for Executives, World Spinning® and Sports Conference, and Indoor Cycle Podcast. As boutique style fitness becomes vastly popular, ICD creates extraordinary fitness spaces. Each space is strategically designed through the eyes of the owners, clients, and instructors.

3. Cultivate by Corey

Founder, Corey Phelps launched her business after being diagnosed with hypothyroidism after the birth of her first child. The mission is to empower women with the resources and tools they need to cultivate physical prowess, replenish their energy stores and live with intention; this is where grit meets grace.

4. Activation Products

Ian Clark, the founder, turned his life around by using marine phytoplankton supplements. This life change inspired him and son, Anthony to find and create their own line of health supplements.

Oceans Alive is the ultimate superfood. A premium blend of two specially cultivated, hand-selected marine phytoplankton strains, Oceans Alive is like rocket fuel for your cells. Grown in a photobioreactor, their marine phytoplankton is completely pure and free of contaminants. The nutrient density of this microalgae provides you with a wide array of vitamins, minerals, essential fatty acids and amino acids; the building blocks of good health.

5. B. Inspired

Founded in 2017 by Liz Harris and Amy Carolla, B. Inspired is a collaborative community that uses exercise, wellness and meditation to enhance the success and productivity of its members. B Inspired was built on the belief that with positive and grounded energy, all things are possible.

“Our goal is to provide a supportive and collaborative space for women to gather, share ideas and their love of and belief in being balanced, healthy and forward-thinking in the growth of their business, cultural and philanthropic interests. The B. Inspired collaborative workspace offers a designated meditation practice area and small group sessions throughout the week. B Inspired members are invited to use the meditation practice area for their own use as well.”

We are still on the hunt for our sixth industry innovative client. If you are or know someone who is rocking the fitness and health world, and not getting the recognition you think they deserve, contact us today by emailing nicole@dunnpelliermedia.com

If you love yoga, pilates and animals, join the Positive Movement Tour!

What do an ex Canadian Olympic gymnast (and medalist, we should add) and an ex Canadian musician (Avril Lavigne’s bassist, no big deal) and music exec have in common?

A love of each other (you probably already guessed that), yes. But also, a love of travel, a love of the world, a love of yoga, and a serious love of animals.

Together in 2014, they began to create yoga and pilates video content featuring the backgrounds of some of the epic places they were visiting. Why?

“We wanted to create video content that would contribute more positivity, love, health, and wellness into this world,” says the starry-eyed couple.

“Today we are so lucky and blessed to have Boho Beautiful inspire and impact the people who watch and participate in our videos. As a growing community for health and mindfulness, Boho Beautiful strives to bring and contribute more positivity to the world. We both continue to pour our hearts and souls into this project we created together which we built upon these ideas that we both truly believe in becoming your personal best, bringing more kindness into this world, peace, and equality for all beings, and the continued preservation of our planet so all can live happy, healthy, and free.”

Their message is spreading, and fast (568K subscribers on their YouTube channel fast). And in a world that seems to be more divided than ever these days, thank goodness for that. Juliana and Mark’s passion for animals has inspired them to combine that passion with yoga to bring you what they call the Positive Movement Tour! Their plan?

“This tour is for the community by the community. It aims to raise awareness and financial support through donation only Yoga Events for a selected local animal welfare organization in each city. Every dollar that comes in will go directly to the non-profit organization, and every person who attends will be helping support good people doing good things for the animals.”

From September 9th through to November 21st, they plan to stop in 39 cities across the USA and to do yoga at various animal shelters and sanctuaries in each of these cities.

And November 7th – they plan to be in Houston, TX at the Rescued Pets Movement. I think we can all agree that in Houston, our pets will need love now more than ever! So if you live there or know anyone who does, spread the word!

If you don’t live in Houston but are interested in attending one of these events, find your city on the tour here, and go out to support this amazing movement of two amazing people.

For more information, visit https://bohobeautiful.life/

Your PR Questions, Answered!

You Emailed and Asked…Nicole, How Do I Find Value in a PR Campaign?

The thing about PR is that you decide what the value is to you or your brand based on your earned media placements.

As a publicist, I know when you don’t value what I do.  I also know that you probably don’t understand how PR works and how I spend my time reaching out to media contacts on your brands behalf.  After a series of months of pitching and following up results come in.  I find that the clients who don’t understand how we spend our time are the one’s who can’t seem to find the value in PR.

If you are not being featured in a story or a TV segment, its likely that your competition is.  And your competition is likely either working with a PR team or they are doing their own PR to get coverage.  So what happens after you land an earned media placement? Your article comes out or your segment airs.  Do you know how to value and quantify the measurements of the earned media placement that you or your PR team has garnered for you?

Value in PR can be quantified and defined for you or your brand in many ways – depending on the person, team, expert, brand and feature or segment.  You can then asses the value of PR using a variety of available metrics.

1) Website visitors attracted by an earned media article
2) UVM’s from online articles (Unique Visitors Per Month)
3) Impressions
4) Viewership from the station/show where you booked your segment, market placement
5) Shared stories and re-tweets

General rule of thumb. If you get any media placement – you in turn earned incredible value.  Think about how lucky you are that you were featured.  I look at it this way – reporters, journalists and editors get pitched 100’s of times per day. Its a big deal that your story, headline and email pitch was opened and read and responded to with interest.  To get a placement is a big deal.

Last year, one of our clients had a book out and we booked a TV segment in Los Angeles for them.  Los Angeles is the #2 TV media market in the US.  This client exclaimed that they didn’t know the value of why they were doing the segment.  I was perplexed.  They had a book they needed to promote.  They were going to be on air in the #2 market.  They had to fly in to LA.  They were tired. They were overwhelmed.  They were short with us.  They were still building their brand and their name in the media. But they were building relationships with the media.

You see, I can help you see the value for doing this.  But I can’t convince you that you should do this.  I just know why you should.  I know how it will raise your credibility and your profile. I know how hard I worked to book that segment (many months).  I also know how hard I have worked to keep that relationship in tact and to continuously bring the producer amazing experts and brands.

Once we pitch you – and the media bites and we book you – you need to follow through.  Don’t decide at the last minute that you don’t seethe value or a reason to fly in to do 4 minutes of air time. If you don’t do it, your competition WILL. I should note that we are not breaking up our long term media relationships so that you can change your mind.  I will find someone else to take your place because I don’t want to ruin my reputation.You hired us for a reason and that was to build your credibility, relationships, partnerships and more…

When hiring a PR team here are some things to keep in mind so that you can gain more value from the partnership:

1) Your PR firm has a wide array of media relationships they have spent years building.  When you get a bite from an outlet, editor or journalist be quick about responding in a timely matter.  Ask necessary questions about the placement up front.

2) Ask to be updated on a weekly basis on everything your PR team is doing to get your brand out there.  If you have questions about the direction or the value of the outlets or placements this is the time to voice how you feel.

3) Be an active partner in weekly or biweekly team check ins to ensure your goals haven’t changed/to reassess your goals depending on what milestones you’ve been able to reach since signing on (aka the plan changes as you change).

4) Figure out the best way you can communicate with your PR team.  Some people like calls, emails or texts – decide what works for you or your team.  Make sure your PR firm addresses your concerns immediately as they come up (rather than waiting for the weekly meeting if it’s that important).

5) Consistently update your PR firm on story, message, tips and more so that you make it easier to land placements.

6) Be thankful and grateful for every media placement.  You are lucky to have them.  If you feel so inclined – send a note to the editor or producer thanking them.  They might even feature you again!

A client once asked me to book only television.  So our team worked to get tv placements.  They then complained that the #2 market and two National Show placements weren’t good enough for them.  I was horrified that they thought that it wasn’t good enough, since most brands I know would be over the moon about them.  If you think about the ad time for the brand for two earned media (free placements) those National show placements alone equaled $500,000 dollars of paid air time.  To me that was a win, a BIG Win.

I hope that you can gain a new understanding and awareness about how to value your PR and your placements.  The fact that you were chosen over hundreds of other pitches and stories is a big deal.

Effective Communication & PR

How to Create Winning Communication Strategies to get the Best Results from your PR Firm

You have an amazing product or brand,and you have gotten some initial PR for the brand and you have taken it as far as you can on your own. You have a PR budget, and you are finally going to let someone else take the reins: you are going to hire a PR firm. Congratulations!This can be a very exciting time, and it should remain that way for the duration of your experience as a client with any PR firm. Unfortunately, that’s not always the case for a lot of clients that seek and enter into a PR relationship.  Good PR takes time. It takes time to lay the foundation, to build the brand for the client, to make connections and build relationships.

How does a client know what the PR firm is doing behind the scenes if they don’t see immediate results? If you don’t know what they are working on, you probably haven’t established a good way to communicate with each other as a team.   In my experience over the last ten years in PR, communication and relationship building is everything in this business.

Bar none, when our firm takes on a new client who has left a PR firm, one of thebiggest complaints is that the client didn’t feel like they mattered to their previous firm. The firm was big, they felt like they got lost in the shuffle, and there was no communication. There were no bi-weekly calls, which effectively gave them no insight as to what progress was being made for the client.  Understandably, this created frustration for the client. Eventually, their frustration caused them to ultimately leave the firm.

When they come to our firm, they get open communication. We find the best methods that suit their team, so we can work fluidly for them. Some teams like email, others hate it, some like an update sheet – others prefer a phone call with you going through that sheet.  You get the idea. We explain to our clients how we work and what they can expect from our team.  We talk about how long they can realistically expect to wait before they get the big bookings.  We realistically talk about how long it takes to build credibility in the media world. We have set bi-weekly calls with clients to be able to share with them what we have done that week to get them seen, and what we are planning for the upcoming week. If they have any concerns, this is also an opportunity for them to voice those, and for us to address them. If they have any ideas or updates on their product, they can also share that on these calls as well. Additionally, we keep an open Google document that we update daily so that our clients can see in real time what we are working on.

Our job as their PR team is not simply to communicate openly and frequently with them, but it’s also to communicate the way that they prefer to be communicated with. So it’s important for you, as a client, to know what kind of communicator you are. Besides just the phone and emails, are you more visual or literal? How do you use communication as a tool in your life? According to this article from LifeHack, there are six main types of communicators:

1. Reflective – you use communication to bond with others.
2. Magistrate – you analyze, and are very direct and persuasive.
3. Noble – you are a practical type of communicator. You are focused and direct.
4. Candidate – you are diplomatic and easy to talk to.
5. Socratic – you are very detailed and are a good problem solver.
6. Senator – you are a strategist. You use communication to move your goals forward.

What type of communicator are you and what does this say about you or your team? Recently, we had an account that we realized was terrible at communicating, period.  And we couldn’t figure out just what type of communication really worked for their team.  We tried setting up standing calls, we emailed, we picked up the phone to try and get someone – anyone on the line…Well, as the Universe would have it – it delivered a big hit for a major morning show.  We let them know we needed an answer within 24 hours.  Again, we called, we emailed…  Two weeks went by and then – they emailed us to let us know that they had everything in place for the segment!  Guess what?  The big morning show opportunity came and went. Had the client just picked up the phone and let us know that they didn’t have the expert for the host and the location we could have communicated to our contact at the morning show as to not ruin the relationship we had worked so hard to build for them.  And just maybe we could have created another date or something for them down the line.

One of our biggest accounts has been one of the best working and communication experiences that we have had in the duration our firm has been a firm.  I personally feel that it’s partly due to their lifestyle (seeing that the company is in Hawaii) and the way their team communicates and vise versa. Always on time for our calls, responds to emails immediately, answers the phone with a smile, active listeners, they help get us things fast like content when we need it on the fly, brainstorm with us when we get a bite from media, discuss things that worked and didn’t, they get personal, they are open to feedback, they are specific, they ask for clarification when necessary, they love our ideas and we could go on and on. Folks, we have found a communication gem. Not to mention a stellar team all around from marketing to sales to production.

Whatever the case, it’s important for both PR firms and their clients to know their own communication styles so as to keep the relationship a working one, and so that the client never feels lost in the shuffle or second to a bigger paying account. When a client spends budgeted money with a PR firm, it is our job to help them reach all of their media goals and dreams.  Remember that a PR Firm can’t do that if your team can’t communicate and work together to find the best methods of communication.

So, if you’ve been working with a PR firm and not getting the results you want, the only question left to ask is this: Could your communication use a tune up?  We’d love to hear all about your communication strategies for your team.  Tell us what’s working for you!

Dunn Pellier Media, Inc.

The Premiere Health and Wellness PR Agency Worldwide

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11620 Wilshire Blvd., 9th Floor
Los Angeles, CA 90025

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