Israel: 054-321-6176 / USA - 210-820-3070 alan@weinkrantz.com

The Importance of Discovery in the Public Relations Process

Whenever I start with a new client, the very first thing I do is go on a discovery mission. No matter how many meetings, no matter how many things I hear from the management team or the founders, as a rule, I find that I get my best results in doing discovery work. Much like a lawyer, a doctor, or an architect, I simply cannot – or rather will not,  come up with some big idea or grand strategy until I find out what I am really working with and who I am going to be working with. It’s from discovery that I can help tap into  the real humanity of what’s inside the company I am going to be working with. Even with small startup teams, I often find the best gems that become big stories come from the discovery...

PR Helps. It Does Not Make You. Here’s Why. And What To Do About It.

An article in TechCrunch anywhere like it,  is just part of your body of work. I have seen lots of companies think that making TechCrunch is the end of all be-all’s. Bullshit. Often times, it’s better for your PR firm than for the client. PR helps. It does not make you. The answer to much of this is… it depends. While chasing your dreams on media coverage, don’t forget to create your own media, with compelling stories, that brings your human voice forward, and yes, well help you get discovered by media and other unexpected partners, investors, and customers. And don’t forget to comment, leave bits of interesting stuff behind and take part in listening and understanding the editorial fabric of the media that is relevant and strategic to your...

Pitching (And Getting Coverage in) “The Wall Street Journal” Takes Time, Creativity and A Willingness for Patience

Last October, I made a pitch to Mort Meyerson, former President of EDS and Perot Sytems, and to Ben Trowbridge, President and co-founder of Alsbridge, an outsourcing consulting firm. The goal, of course, was to win their business, which I did. In the pitch, I was going through sample media coverage we had generated for thought leaders that we’d worked and I showed them an example of how we worked with IP Communications innovator, Jeff Pulver.  I politely explained to Mort that while it was certainly an impressive feat to get Jeff profiled in The Wall Street Journal, the reality was that our team spent almost one year working with several Journal reporters in the concept and development of what became a great story and great exposure for Jeff. I also demonstrated how I’ve personally been quoted in the Journal as a source for my other blog, 3Screens. Multiple Approaches and Multiple Pitches… The fact of the matter is that we tried several approaches, with multiple pitches for Alsbridge and its leader, Ben Trowbridge.  I knew there was something to the Alsbridge story in their approach with re-inventing the whole way outsourcing was being done, coupled with the interesting personalities of Mort and Ben.  Mort is a hugely successful businessperson who’s morphed into other businesses and does some pretty interesting philanthropic work through his Morton H. Meyerson Family Tzedakah Fund.  Ben is a former Marine and a straight-shooting, very exacting businessperson who keenly developed a sense for what made for good press.  Being persistent and being a regular Journal reader, I finally tracked down one of the reporters, Jim...