As a full-service agency, Rubenstein Public Relations offers a comprehensive range of public relations techniques to help our clients maximize the benefits of their communications programs.

Media Relations

Building a broad base of print, broadcast and electronic media coverage is at the heart of our service platform. We employ a full-time media department dedicated exclusively to pitching stories and establishing relationships with reporters who cover our client sectors. In addition to numerous contacts at domestic media outlets, RPR has long-standing relationships with reporters at foreign-based publications. Working closely with clients, we devise creative storylines to secure long-lead features in prominent consumer, trade, glossy and business magazines, as well as on popular broadcast programs and influential websites and blogs. Our diverse client roster allows us to maintain relationships with a wide range of journalists, ensuring that our clients receive exposure in media outlets that cater to varied audiences.

Special Event Support

A company or brand can enhance its visibility among the media and its core audience through special events, including press conferences, cocktail receptions, company and product launches, designer showcases and more. We plan captivating events that attract broad mainstream exposure. In addition to securing pre-, during and post-event coverage, we frequently arrange for prominent celebrities, politicians, business executives and others to attend and participate in our clients’ activities, maximizing potential for media exposure and building brand credibility.

Digital Profile

The Internet has become one of the most important tools for building brands and reaching target audiences. We place a strong emphasis on building and shaping our clients’ Internet profiles and offer an array of services to develop positive brand exposure. These include:

• Search Engine Optimization (SEO): To gain a competitive edge in the marketplace, companies are increasingly focused on influencing the organic search to push their Web sites to the top of search engines. We work with clients to develop a list of keywords that are most closely associated with their product or service. These words are then embedded into press releases, Web copy and other materials, adding to the weight and volume ascribed to the company or brand. Other tactics we use to help improve our clients’ position on search engines include: disseminating optimized press releases through paid-for channels, posting on bookmarking sites and building in-bound and out-bound links to online content and Web sites, among other tactics.
• Online Reputation Management (ORM): A single piece of negative online coverage has the power to significantly impact a company or brand, exponentially longer than “traditional” media sources. We frequently assist clients to diminish the presence of negative online exposure through online reputation management programs. These programs necessitate many of the same tactics we use in traditional SEO programs. In addition, we work with clients’ attorneys in persuading editors to remove misleading or factually incorrect materials from a Web site’s archives. We also assist with the development of philanthropic initiatives to build a more positive image of the company or brand.
• Social Media Marketing: Web 2.0 platforms including social media and multi-media sharing sites allow companies to communicate directly with target audiences. RPR assists clients in creating profiles or fan pages for their companies on popular search engines such as Facebook and Linked-In. We also help implement viral promotions to keep fans and followers connected and engaged, and frequently post photos and videos to multi-media-sharing sites such as YouTube and Flickr.
• Blogs: RPR designs and develops regular content for client blogs, which can be hosted either directly through the company Web site or on an outside portal. We then optimize blog posts for SEO purposes.
• Web Site Architecture: To enhance client Web sites and make them more navigable to search engine spiders, we provide guidance on architecture improvements, layout and design. Features we add typically include site maps and bread crumbs. We also create primary headings for each page on the site, adding font attributes such as italic and bold to further increase visibility on search engines.
• Web-Based Pitching: Online media is a broad category that encompasses Internet-only news sites and blogs, as well as online sites connected to traditional print and broadcast outlets. Web sites and blogs that are online companions to a traditional media outlet typically contain original, online-only content, in addition to stories repurposed for the Web. We have strong relationships with these writers and editors, and regularly secure coverage for our clients in a wide range of Internet-only and companion news sites and blogs.

Strategic Counseling

As a brand builder, RPR offers strategic advice to help companies and individuals increase visibility and add value to their products, services and reputations. In this regard, we align our clients with influential figures and organizations to better position their brand in the marketplace. In addition to forging general co-branding partnerships, we introduce our clients to potential high-profile spokespersons, arrange publishing deals and develop philanthropic projects.

Crisis Management

RPR serves as a high-level counselor to individuals and companies at the center of litigation disputes, criminal and civil complaints, wrongful termination claims, labor disagreements, defamatory remarks lodged by third-party groups, and other sensitive matters that may elicit negative publicity. At the outset of a potential crisis situation, we formulate a detailed strategy that includes selection of the appropriate spokesperson, creation of a media-relations policy and development of a positioning statement. We also work closely with a core team to take proactive steps to exonerate our clients in the press. This often includes advising selection of a legal team to file potential libel suits, and when possible, generating positive storylines distinct from the crisis at hand. We can also arrange editorial board meetings with newspapers and conduct off-the-record briefings with reporters covering the story.

Litigation Support

A detailed communications strategy is a necessary tool for companies involved in delicate legal maneuverings. We partner with our clients’ attorneys to develop cogent messaging that seamlessly conveys the stated legal positioning and effectively reaches target audiences. Ideally, clients begin working with us before the initial filing of the complaint in order to curb potential negative publicity and chart our future strategy.

Messaging / Brand Positioning

For a company to achieve its media relations objectives, it must possess cogent messaging that accurately conveys a brand’s assets and distinguishes it from competitors. We develop concise, compelling language that uniquely positions our client’s brands in the marketplace. This message is then incorporated into our clients’ collateral materials, including corporate backgrounder, company timeline, fact sheet, executive biographies and more.

Graphic Design

RPR maintains an in-house art director to assist with clients’ marketing and advertising needs, offering integrated solutions and ensuring consistency of messaging and design. In addition to assisting with projects at brand inception, RPR is often brought in to supplement and/or amend existing materials. Our capabilities include working with outside programmers to design Web sites and/or micro-sites, as well as designing advertisements for journals, online advertisements and event invitations, both print and digital.