What type of media coverage can I expect?
Media coverage for our clients varies greatly, depending on current news and world issues, client goals, client information and differentiators, and client ability to deliver what a media outlet is seeking (whether that be a sound byte, research, opinion, etc.). We have secured CNBC and People Magazine for clients as their first opportunity. Other clients start with trade publications and work up to national media outlets. One fact is certain: to secure a national network interview, you must build a media resume at smaller and local media outlets.
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How much should I expect to pay?
Most PayPerClip clients budget a minimum of $20,000 - some as high as $100,000 per quarter. TOP
Do you negotiate payment of travel or other expenses with the media?
No. We are a placement firm rather than a publicist. Once we obtain the interview for you, you will need to negotiate any compensation or expenses directly with the media.
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Other PR firms say it's unethical for you to guarantee article placements.
They are confusing a promise of article placements with PayPerClip's promise: satisfaction with placements that we actually secure. Unlike other PR firms that charge you for their time regardless of outcome (often having led clients to expect results), PayPerClip charges only for results actually achieved. Plus we guarantee your satisfaction with those results. We think that's a better approach to PR.
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Another PR firm told me this may cost me more than being on retainer and I get less service. Is that true?
We are good at what we do. If we accept you as a client and you cooperate with us by making yourself available for interviews and following our advice about how to conduct those interviews, you will likely receive numerous media placements. It's possible that if you were paying us for our time instead, your per-placement cost could be lower. However, some companies prefer to have us assume the risk and want to know exactly what their financial outlay has produced. If you're not sure, we suggest you request an evaluation of whether you're an
appropriate fit for PayPerClip.
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We are glad to work with you either through PayPerClip's pay-for-results model or our sister company, Stephenson Group, which operates on a flexible retainer model. At PayPerClip our focus is on securing media placements, and you pay only if we're successful. Stephenson Group offers a full menu of public relations services (
http://www.stephensongroup.com).
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How do you determine your pricing?
Some clients who aren't too familiar with PR are suprised by our pricing (which is usually about 1/3 lower than standard pay-for-placement firms). This is because much of the work we do is invisible to the client (that's a good thing!). Here are some of the items that our per-placement fee must cover:
-- up front time in obtaining your business, learning about your business, reviewing current "hot topics" of media in your niche, and preparing initial media pitches
-- journalist communications to sell you over your competition, coordinate scheduling, and conduct follow-up to increase odds of use
-- communications with you to offer an opportunity, explain journalist's interview interests, coordinate scheduling and payment, and provide interview tips/recommendations
-- any invoicing and collections activity
-- ongoing development of new pitch angles
-- ongoing grooming of our media relationships, which give our clients the edge over other equally deserving businesses and individuals
-- direct costs associated with all of the above, including most postage, phone charges, and media entertainment costs
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Is there any way to pay besides credit card?
Yes, you may pay via PayPal or you may make a prepayment deposit of at least $10,000 (via check or money order), against which we will charge your placement fees.
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How do I control costs?
We initially agree on a media placement footprint, and as your program grows successfully we can concentrate on where you're getting the best ROI. On an ongoing basis, you may decline an interview opportunity we offer you if you are becoming uncomfortable with the expense, and we are also willing to consider a budget cap.
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What will happen after I sign up?
Within a few days after receiving your signed contract, we will send you a form for providing us with background information. When we receive the competed form we will begin working on your account. You may hear from us during this time frame with a media opportunity, or it may be a month or two, depending on your topic, current news, type of media targeted, preparation needed, and multiple other factors.
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How much of my time will this take?
Generally you should plan to spend about three hours during the start-up phase providing background information and materials. After that, it depends on your goals, how many interviews you want to pursue, and how much you like to prepare for interviews. Your actual interface time with PayPerClip will be minimal, probably varying between one to five hours per month.
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How do I work with the media?
This will vary somewhat depending on your media targets and your topic. Many team members in the PayPerClip media relations department have been producers and reporters for national media outlets. They will counsel you briefly regarding how to speak with the media and how to quickly deliver what the media is seeking.
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Are there any other costs besides the placement fees?
No. However, we may need you to provide collateral materials, including press kit, PR bio, fact sheet, digital photos/media interviews, issues research, etc. If you do not have the needed items, you will have the option of paying PayPerClip to develop them for you at our standard hourly rates (Admin rate is $45/hour; all other direct services are $165/hour). There may also be postage or faxing fees, particularly for broadcast media.
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Does PayPerClip provide other PR services besides media placements?
Our focus is on placing you in the media. However, if desired we also provide writing services such as press releases and bylined articles, as well as wire service and customized news release distribution.
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What is the difference between a mention, a focus, and a feature?
"Mention" means a quote or a sentence or two about your product/company - something more than a simple inclusion of your product/company name in a list. "Focus coverage" means the story discusses your product or company in some detail, but is not primarily about your product/company. "Feature" means the story is largely about you/your product/company. Remember our 100% guarantee protects your satisfaction. We trust you have the knowledge to assess value and we trust you to treat us fairly.
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