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Good PR Firms Can Make Valuable Business AdvisersBoston Business Journal - by Keith Regan Special to the JournalWhen Boston Residential Group LLC President and CEO Curtis Kemeny set out to find a public relations firm to get the word out about his development projects, including an upcoming project that involved the Massachusetts Turnpike Authority, he was looking for more than an expert who could get his stories in the press. “We were working on some high-profile deals and I was looking for a trusted adviser on the PR side,” said Kemeny, whose firm has developed several major residential projects in and around the city, such as 360 Newbury, Battle Green Apartments in Lexington and Linden Square Townhomes in Wellesley. A recommendation from his attorney sent Kemeny to Bishoff Communications LLC. Five years later, the Boston firm and its principal, Janey Bishoff, are a key part of the developer’s team. “We work together well and are constantly in touch in those times between big projects, so when the next one comes around, we’re ready to go,” Kemeny added. Bishoff advises against a beauty-pageant approach that favors a firm’s portfolio over relationship considerations. “Both parts of the equation — what a firm has done in the past and how well you can work with A recommendation is a solid starting point for finding a PR firm that matches a business’s needs, with many businesses using a formal review process of interviews with a field of candidates. When the right fit is found, a PR firm can become a valuable adviser, as important as an attorney or accountant to a business’s success, she said. Industry experience may be part of that fit. Bishoff represents clients across a range of industries, including professional services and retail, but other firms favor an even sharper focus. Marcia Brier, founder and principal of Needham-based MCB Communications, is especially well known for her work with some of the city’s top law firms, for instance. She and her two colleagues work hard to be valuable resources to reporters by building “The real key to public relations is contacts and connections, being able to have phone calls Boston’s O’Neill and Associates LLC has its roots in government relations thanks to the He says in today’s marketplace it is very rare for a business not to need some regulatory or Whether it’s a life sciences startup or medical device firm or a manufacturing company with Even business people who think they might never find themselves in the spotlight may need For instance, O’Neill recently did some work with an association representing scrap metal “Businesses in that situation need a company that understands the industry they’re in, Bishoff agrees that a good firm should be able to offer or at least help envision and coordinate a comprehensive communications program. “Media relations is our bread and butter, but any “If it’s done right, public relations should pave the way for any branding effort and support those other marketing avenues. If it all fits together, the message becomes more powerful.” |
Janey Bishoff Offers her Top 10 Tips for Working with Celebrities Janey Bishoff, CEO of Bishoff Communications, was a panelist at The Publicity Club of New England’s program "From A List to D List: Tips for Working with Celebrities and Athletes for PR Campaigns" at the PUMA Brand Center on May 13. Janey was joined by other PR experts including John Dukakis, Senior Vice President and Director of Branded Entertainment at Hill Holliday; Mark Malinowski, Vice President at Cone Inc.; and Christine DiCarlo, President of Front Row Associates. The panel was moderated by Kristina Fields, Director of Marketing Communications for PUMA. The panelists shared their experiences, best practices, pitfalls and tips on recruiting and working with celebrities for PR campaigns and events. Attendees also learned how to identify the right spokesperson for a brand, negotiate contracts and ensure celebrities stay on message. Janey’s Top 10 Tips for working with celebrities for PR campaigns:
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Winter 2006 At this time of year, many businesses wish to demonstrate they are good corporate and community citizens by making charitable donations. We’d like to take this opportunity to share our philosophy about partnering with non-profit organizations and also share some perspectives from leaders in this sector. We believe that non-profit organizations play a critical role in the health and vitality of the Greater Boston community. Charitable organizations not only depend upon corporate philanthropy, but also the active involvement of the business community, which is essential to sustaining them. Providing high quality services to non-profit organizations for reduced fees has been an integral part of my business for the past 18 years. As non-profits compete for funding – especially in the face of recent corporate mergers and acquisitions, government funding cuts, and an increasingly competitive market – public relations can help to educate donors and prospects about the needs and the mission of a non-profit organization, as well as differentiate them from competitors and generate maximum exposure. Our non-profit clients have discovered the power of public relations in generating exposure for their organizations and attracting the attention of corporations on which they rely for support. Following is insight from some of our non-profit clients about the value of corporate partnerships. |
“The Boston Ronald McDonald House has provided a home-away-from-home for pediatric oncology patients and their families for over 27 years. The McDonald’s family, Children’s Hospital Boston, and Dana-Farber Cancer Institute donate goods, services, and financial resources, and our volunteers help keep our doors open every day of the year. Still, as an independent, community-supported non-profit organization, we must raise between 85 and 90% of our annual operating budget through donations from individuals, corporations, foundations, and community groups.” --Andrew Richards, Executive Director, Boston Ronald McDonald House “The Boston History & Innovation Collaborative hosts an annual fundraising gala celebrating Boston’s rich legacy of innovation. Every year, we have had an event chair from a local corporation who has gone above and beyond, attracting diverse members of the community and playing a vital role in achieving our fundraising goals.” – Robert Krim, Executive Director, Boston History & Innovation Collaborative “The Lighthouse Hospice Foundation was started from funds donated by families served by Beacon Hospice, a regional company which recognized a critical need to provide funds for essentials, beyond the Medicare hospice benefit, to financially stressed patients and families.” – Stephanie Harriston-Diggs, President, The Lighthouse Hospice Foundation Inc., (617) 681-6111
“The most valuable asset that any company or industry can provide to our college is a working partnership to help us prepare tomorrow’s workforce.” "The Second Step values deeply its corporate partnerships. Our 2007 spring gala, "Celebrating Success," which honors the domestic violence survivors who graduate from our program, is a fantastic way for companies to reach the wonderful people who support The Second Step while tremendously supporting our fundraising efforts.” --Jennifer London, Director of Development, The Second Step Duchess of York Visit
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We are proud to partner with these and other organizations and encourage you to develop a relationship with one of these or another worthy charitable organization. If your company may be interested in considering a partnership that can provide value to both an organization and to your business, we’d be happy to speak with you to help develop a meaningful affiliation. If you are a leader at a non-profit institution or charity that may be considering public relations and would like to learn more, we look forward to hearing from you. We wish you good health, prosperity, and joy in the coming year.
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