PR, Messaging, Communications Strategy

Communications Strategy

Develop and implement an intelligent, aggressive and efficient earned-media strategy.

Whether you’re an author or publisher preparing to launch a book, a non-profit organization in need of attention for your latest campaign, or a business looking to strengthen your brand, Pinkston has the experience to develop and implement an intelligent, aggressive and efficient earned-media strategy. Our work is focused on the continuous development of creative, engaging story angles built around announcements, events, new products, and thought-leadership opportunities designed to increase your media profile, strengthen your credibility, and tell your story to the right audiences.

Messaging

Develop compelling messaging that communicates your unique story and engages target audiences.

We work closely with our clients to develop tailored messaging that will guide our earned-media and thought-leadership efforts. That core messaging is integrated into all the supporting materials for your campaign, including talking points, frequently asked questions, media briefings, interview backgrounders, pitches, press releases, op-eds and more.

Press Contacts

Carefully crafted media lists designed to reach the right people with the right story.

An effective media campaign requires reaching the right people with the right story. Unfortunately, many PR firms issue an online press release and consider their work done, while others are content to send a mass email promoting an announcement or event. Pinkston carefully crafts media lists from our extensive press contacts so we can reach desired audiences with maximum efficiency.

Media Outreach

Investing our time and energy into creating earned coverage and building momentum.

Media outreach is the bread and butter of public relations, but many firms have lost sight of the importance of an aggressive, intelligent pitching strategy. Pinkston recognizes the value of healthy relationships with media contacts, and puts in the time to follow up with them to create coverage and gain momentum.

Thought Leadership

Build trust in your corporate, non-profit or personal brand by being an expert in your industry or field.

Thought leadership allows you or your organization to stay on the media’s radar even when you’re not the one making news. Through development of commentary pieces and interviews pegged to current news stories, we position your spokesperson as an expert in their field and a go-to media source for commentary on industry topics and trends. Thought leadership is an important strategy for building trust in your brand among the media and your target audiences.

Company/Product Launches

Maximize the impact of your company or product launch through positive media attention.

Much like a book, the success of a company or product launch often depends on the amount and nature of attention it gets. Pinkston develops earned-media campaigns designed to attract positive media attention to your company or product launch. From press releases and pitches to media tours and product unveiling events, Pinkston will be there to provide the communications support to maximize the impact of your announcement or event.

Book Publicity

Launch your book with a firm behind numerous New York Times best-sellers.

Our premium all-in-one service for thought leaders will help you take your book from idea to publication – and help you get it into the hands of the people who can help advance your brand. Our team of seasoned experts will help you write, publish, launch and publicize your book, from start to finish. Learn more.

Social Media

Broaden the reach of social platforms to engage directly with target audiences, key media contacts and potential partner organizations.

Social-media tools like Twitter and Facebook are becoming increasingly integral parts of any thought-leadership campaign. Pinkston works with clients at every level of social-media management, from establishing an online presence from scratch to implementing best practices or managing accounts. Pinkston helps clients maximize the reach of their social platforms to engage directly with target audiences, key media contacts and potential partner organizations.

Interview Training

Get comfortable telling your own story in Pinkston's media training course.

Being comfortable telling your own story is key to reaching your target audiences, but dealing with the media can be an intimidating prospect even for executives who regularly answer to demanding board members, clients and stakeholders. The rules of engagement are totally different. Pinkston’s media-training sessions offer a crash course in Media Basics 101, and provide an opportunity to review messaging and practice staying on topic. Through messaging overviews and one-on-one mock interviews, Pinkston prepares your spokespeople to face the media with confidence.

Crisis Management

Time-tested strategies for navigating the storm of crisis management.

Forget the cliché that “there’s no such thing as bad press.” There is such a thing as bad press, and you need to be prepared to handle difficult situations that arise from time to time. It’s a mistake to take a cavalier “all press is good press” approach to media relations during a crisis, but it’s just as big of a mistake to write the media off as the enemy. A solid crisis management strategy focuses on telling your side of the story through the media in an intentional, strategic way designed to minimize the negative impact and bring the story back under control. Pinkston guides clients through crises by providing honest evaluations of the situation and informed strategies for navigating the storm.

Special Events

Attracting media attendance at industry conferences, fundraising galas and other special events.

Whether it's the world's largest annual innovation event (the International CES(R)) or a small non-profit's annual fundraising dinner, any special event can benefit from earned-media coverage. Pinkston's award-winning special-event experience can help attract key media attention that will expand the reach of your gala, convention, conference or speaking engagement.

Speaking Engagements

Pursue speaking opportunities that put your representatives in front of captive target audiences.

Speaking engagements can be an important part of a thought leadership campaign. Pinkston is available to help pursue speaking opportunities that put your representatives in front of captive target audiences and create prospects for earned-media coverage of your appearances at luncheons, briefings, conferences, etc.

Network Development

Maintain relationships with important media outlets as well as key players in government and industry.

Pinkston maintains relationships with important media outlets as well as key players in government and industry, and we are available to manage campaign coalitions or simply help your organization expand its network.

Legislative Support

Cut through the noise and highlight your organization’s key messaging in a hostile or difficult environment.

Public discussions over legislation, regulation and government contracts can turn nasty fast, with members of Congress, third-party organizations and competitors opposing your work at every turn. A communications campaign managed by Pinkston will help you cut through the noise and highlight your organization’s key messaging in a hostile or difficult environment.

Full-Service Writing

Full-time professional writers draft messaging, press releases, and other material.

Many firms fail to appreciate the value of high-quality writing and editing. Pinkston sees things differently. There's no need to look for a freelance writer or editor to meet your needs, because we employ full-time writers who draft messaging, press releases, and other material. This helps ensure that we release high-quality written content on behalf of our clients; leaves our account managers free to engage directly with the press; and provides additional value to our clients for all writing projects, from social media posts to full-length books.

Literary Representation

Find the right publisher for your book with the help of Pinkston.

Pinkston's extensive work in book promotion has resulted in relationships with virtually all the major publishing houses. Our literary representation team works with aspiring and established authors across fiction and nonfiction genres to hone book proposals, pitch them to publishers and secure the right deal for release.

Video Production

Elevate your message with engaging visual storytelling.

Our team of award winning journalists will work with you from concept to completion to produce pieces that will engage and inspire your audience. We believe that in today's digital world video is an essential platform for communicating your message and achieving maximum impact. Learn More

Web Development

Execute your online strategy with an effective online presence.

Work with Pinkston Digital, our in-house web development team, to coordinate your communication strategy across earned and owned media. Pinkston Digital can ensure that your message is effectively communicated through your website and other branded digital assets, and will reach an ever-growing mobile audience. Learn More

What We Do