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As trained journalists and media relations specialists, our role at Z Communication is to be our clients' reporter. We know what makes news... news. Our job is to take inventory of any news about each client's business using a process we call "news mining." But the only way for us to uncover the gold is to have access to where we can find it. This takes a close partnership that we seek to forge with each of our clients based on mutual trust and uncompromising integrity.
Once we mine the news, our attention turns to determining how it will serve the interests of our clients' business objectives, particularly with regard to the bottom-line. We then develop a media strategy to pitch the right reporters at the media outlets that will best reach our clients' target audiences in the most credible and impactful way. This strategy includes integrating appropriate metrics into the program.
We then "package" the news to deliver it with a compelling presentation that grabs the limited attention of busy reporters and we follow up to ensure it has been captured.
Being effective requires a balanced mix of persistence, resourcefulness, finesse, access, patience and timing.
There is no such thing as a guaranteed media placement. However, we do guarantee that our clients' news will reach the right reporters and be given proper consideration. After that, it is up to the news to stand well enough on its own and to be important enough to each target media outlet in light of other news coverage priorities and the limitations of finite layout space and airtime.
We constantly work to cultivate favorable relationships with media contacts that are most relevant to our clients' interests. Z Communication maintains a proprietary database of 8,000+ individual journalists and works closely with the news distribution services to have an all-inclusive media reach. Depending on the client and news, we have various media relations specialists with specific contacts. This enables us to pitch story ideas proactively and help increase our clients' visibility in the marketplace as an integral part of achieving communication goals.
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