Leary & Co., Inc. Public Relations’ strategy is to provide the most cost-effective, results oriented public relations programs that are tailored to meet and exceed client needs for a price that fits their budget.
The strength of account activity is as diversified as the client list–each campaign is developed to specifically meet the client’s needs.
As highly experienced publicists, we at Leary & Co., Inc. Public Relations have an extremely high standard for our media outreach efforts. We have been very successful in generating national consumer publicity for RedCats USA (e.g., Parade Magazine, Lucky, Marie Claire, Ladies Home Journal, Redbook, Good Housekeeping, Glamour and many others), regional publicity for T.J. Maxx.(e.g., Wall Street Journal, USA Today, New York Times, Boston Globe, Chicago Tribune, Atlanta Journal Constitution , to name just a few) and national TV for a variety of retail clients (Oprah, The View, CBS Morning News, Style Network, HGTV, and many more).
Our process is simple, yet effective. First, comprehensive client-approved press materials are developed which “cut through the clutter” are emailed or tweeted. When possible we develop these materials in an innovative, eye-catching manner (remember, many national editors receive hundreds of kits per day!).
Next, we work with our clients to define the appropriate pitch angles for each contracted media segment. For example, the same client may have potential to be featured in various parts of the media such as features and business — dependent upon the angle used.
We work with our clients to determine these “pitches” and then test their reception with the media. We then provide feedback to the client as to how the pitch is being received and then work together to refine it if necessary.
Next we launch a comprehensive outreach campaign to our contacts. We find that a pitch without follow-up yields much less coverage than one where a team of publicists personally contacts the selected editors.
In many cases we conduct local, regional and/or national media tours where we book the client (or client spokesperson) with one-on-one press interviews. In other cases a media event (press conference, trade show breakfast, etc.) may be developed and implemented to maximize media relations results. Lastly, we provide detailed reporting to our clients each month to keep them abreast of all media relations activities and progress.
Leary & Co., Inc. Public Relations specializes in product introduction/product publicity. As the first impression of the product is crucial to the overall success of the launch, an informative yet creative press kit is necessary. The agency is skilled in developing innovative,unique angles for coverage to introduce a variety of products to the media.
Equally as important is the media relations outreach. Our staff is expertly trained in creating diverse, effective pitch angles and persuading the media to feature the proposed products. It is the combination of frequent media contact, enduring persistence and conceptual creativity that enables us to obtain an extremely high level of product publicity.
Media training is a primary function at Leary & Co., Inc. Public Relations. We train clients to act as company spokespeople through in-depth, extensive training procedures. In terms of broadcast exposure, the agency provides one-on-one videotaped interviews, including such key guidelines as role playing, interview tactics, appearance/voice consultation and question/answer rehearsals. Clients are also prepared for print interviews by thorough training sessions regarding interview strategies and the development of potential interview questions. Additionally, agency also acts as company spokespeople.
Grand Openings/Special Events
Leary & Co., Inc. Public Relations has developed and implemented hundreds of grand openings and special event activities. From retail store ribbon cutting ceremonies to VIP press preview parties to major national news events, Leary & Co., Inc. has the expertise and staffing necessary to create outstanding events which garner maximum media exposure.
“Crisis” happens quickly, and a “media crisis” can be most unexpected. Leary & Co., Inc. has worked with its clients on helping to prepare for crisis through implementation of a crisis communications plan, as well as through assisting clients with media statements/strategies during and post crisis.
Entertainment Related Experience
Leary & Co., Inc. Public Relations professionals have handled publicity for many entertainment and celebrity-related promotions, including The Virginia Slims Tennis Tournaments and Marlboro County Music Concerts. Additionally, agency personnel have handled publicity bookings for such celebrities as Chris Everett, Pam Shriver, Lee Greenwood, Ricky Scaggs and Dennis Rodman.
Leary & Company: An Example of Strategic Marketing
Leary & Co., Inc. Public Relations was asked to create a “thank you” program specifically geared to teachers for the fashion catalog Chadwick’s. The Chadwick’s database heavily focused on the teacher market and a full twenty percent of Chadwick’s shoppers were teachers in grades K-12.
After considerable research, Leary & Co. developed the Chadwick’s of Boston Teacher of the Year Program–a program where anyone touched by the good works of a teacher could nominate him/her to a panel of regional judges. All judges were actual college professors at teaching universities across the nation. Each year a national winner was selected from ten regional finalists.
Chadwick’s challenged Leary & Co. to “put the program on the map.” Each year thousands of teachers were nominated and a steady stream of media placements publicized the program.
Leary & Co. secured the ultimate media resource for the program– Parade Magazine (with a weekly circulation of 35 million readers) included the Chadwick’s of Boston Teacher of the Year program in its annual coverage of the National Teacher of the Year sponsored by Scholastic (with President Bush as presenter). The feature included a synopsis of the program, as well as a call for nominations.
In addition to the accelerated media awareness level, this program also generated a high amount of good will and community involvement–important components of the overall public relations campaign.