How We Work

PR Strategy | pulling rabbit out of hatG2Comm is known for pulling rabbits out of hats!

  1. Discovery

    G2Comm conducts an initial interview with a client not only to learn about the company’s products and services, business goals and accomplishments to date, but also to discover other PR assets in the form of interesting and unique attributes — anecdotes that can be turned into compelling stories for the press.

    Shelly often recommends that other company staffers, in addition to the management team, attend the discovery session to offer different perspectives that could enrich the PR assets. During this session, Shelly captures the messages that the group is using to shape the language and powerfully positions the company for the media.

  2. Alchemy

    Shelly goes back to her “alchemy lab” to reflect on all the information she obtained during the discovery session, does her own research, and then figures out the best strategy and PR programs to deliver the stories that will set her client apart. PR programs include: news generation, education through bylined articles, customer case studies, newspaper columns, and blogs, plus speakers’ bureaus and editorial calendars, and social media.

  3. PR Strategy Roadmap

    Based on G2Comm’s second step, Shelly maps out designated programs and populates a calendar with all PR activities known at that point, e.g., news items, product launches, etc. She also provides measurable goals in terms of media placement and support for business goals.

    About Social Media: Shelly uses social media to reinforce her client’s brands online and to fan the flames of great online media coverage through company blogs, company-branded social networks, microblogging, guest blogging in target media, client comments on relevant posts in high-profile blogs, the sharing of content on YouTube and other multi-media sites, blogger and online influencer relations, and more.

  4. Implementation

    At the end of the day, the best strategies and messaging platforms won’t make any difference if clients don’t see significant positive coverage. G2Comm knows how to grab attention from the media, and educate and activate readers. But even the most compelling “live” press release, complete with video clips and links to cool images, along with the pithiest pitches, risks being intercepted by a spam filter, deleted, or ignored by the recipient. Shelly does what ever it takes in her pursuit of coverage, knowing full well that media contacts are focused on informing their readers, viewers, and listeners; they don’t care about selling her client’s products. So she serves two masters (her clients and the media), and doesn’t quit ’til she gets the desired results.

  5. Client Communications

    G2Comm communicates continuously with its clients so that there is never any mystery about what is happening on the PR front for clients. After all, PR is incremental…first there is contacting the press. There may be interest but that doesn’t mean a story is in the works. Today’s reporters are having to double up on beats and simply don’t have time to cover your story. But G2Comm doesn’t stop there. Shelly persists (while avoiding begging) by continuing to provide value to the press.

    Once she does obtain interest, then the interview is arranged…at which point the client may warrant some media training and/or possibly be given a script of key messages to include during the interview. Shelly has a reputation for helping reporters promptly and never keeping them waiting.

    G2Comm’s clients receive status reports at specific junctures. G2Comm’s process in generating positive media coverage has garnered impressive results for its long list of satisfied clients. If you have any further questions about how G2Comm works just give us a call or drop us an e-mail.