Services

Prior to embarking on a public relations program for clients, Merrill Marketing/Communications (MMC) evaluates each client’s local, regional and national marketing communications needs and objectives. MMC then generates a marketing public relations plan that is implemented to complement the clients’ marketing goals. Generally, MMC works under a monthly public relations services agreement, which includes all activities required to generate a comprehensive, ongoing public relations program. In most cases, a marketing public relations program will include the following:

• Research, interviewing, writing and editing of news releases and feature stories.
• Electronic press kit development.
• Local, regional and national media relations campaign involving the research, contact and follow-up with key writers, editors, correspondents and bloggers of target publications, television, radio, web news portals and consumer and industry blogs.
• Coordination of overall marketing communications campaign.
• Regular client meetings, including specific public relations and marketing creative meetings to develop and plan the implementation of specific programs.
• Community relations research and recommendations, and executive and employee placement

The following is a list of “A La Carte” communications services provided by MMC:

• Electronic Press Kit development. Components can include 1) Fact sheet on the client, 2) Feature story on the client, 3) Biographies of key client executives. Development includes first draft, client revisions and final draft.

• “Milestone” news releases. Includes interviewing and information gathering, writing, submission to client for review and revisions, editing, preparing media distribution lists, media distribution to target media via mail or hand-delivery, and media follow-up.

• News, trend and feature stories. Includes any market research, interviewing and information gathering, writing, submission to client for review and revisions, editing, preparing media distribution lists, media distribution to target media via mail or hand-delivery, and media follow-up.

• Local, regional and national media relations campaign. This component should be considered an integral component of any public relations program. This involves researching the various story requirements and interests of editors and writers of key target publications (i.e. San Diego Daily Transcript, San Diego Union-Tribune, Los Angeles Times, etc.); drafting “pitch” letters or telephone contact describing the newsworthy attributes of the client; submitting press kit or background materials; telephone follow-up; and arranging interviews with client representatives.

• Newsletter copywriting/production. Interviewing and information gathering, writing, submission to client for review and revisions, editing of copy, and layout and design of newsletter. The potential exists for MMC to utilize news releases and feature stories created by the public relations effort as material for a newsletter.

• Client public relations and marketing meetings. Attending and participating in any public relations and marketing meeting with client representatives. MMC recommends regular meetings to brainstorm creative ideas and to monitor the public relations program.

• Media distribution list development. Development of targeted media lists for the distribution of column items, milestone news releases, news, trend and feature stories and client electronic press kits, etc.

• News release and feature story editing. Editing news releases and feature stories.

• Computerized news and trend information retrieval. Conducting news and trend searches via the Internet. MMC can locate and retrieve specific company, industry and trend news and information requested by clients using “key word” searches.

• Advertising, Collateral, Graphic Design, Web Site Development. MMC coordinates campaigns involving advertising, collateral, graphic design and web site development and Search Engine Optimization (SEO). MMC utilizes a network of highly-trained specialists in who can bring a specific expertise to each component of the overall marketing communications campaign.

• Social Media/Word of Mouth Programs. MMC develops and maintains social media and word of mouth public relations programs that incorporates Facebook, MySpace, Tweeter as well as reaching key influencers via Web-based news sites, and industry and consumer blogs.