PUBLIC RELATIONS
A FULL-SERVICE PUBLIC RELATIONS FIRM
Public Relations means more than pitches and press releases. The most effective PR campaigns start with strategy—sound thinking that considers all available avenues for reaching the right audiences at the right time with the right messages.
While writing and distributing press releases and media advisories is often a component of our work with clients, traditional media has changed dramatically, with more competition for fewer coverage opportunities making knowledge of the media landscape and targeted pitching more important than ever. Add to this changing landscape the growing importance of digital media through the creation, curation, and distribution of content, and you have a new and powerful opportunity to target key audiences as part of an overall, comprehensive plan.
Of course, earned media is still essential—and our media relations skills are foundational to our ability to reach the right audiences. And, yes, a press release is an element of a PR campaign, but for it to make an impact, it must be part of a broader strategy to meet your specific goals. We pride ourselves on our full-service approach to public relations, considering all of the above options.
OUR PR SERVICES
AN INTEGRATED APPROACH TO PUBLIC RELATIONS SERVICES
The best PR campaigns are not siloed. They leverage integrated approaches to reach and influence audiences in different ways. Multifaceted thinking begets multifaceted success. You’ll find our public relations clients on TV, in papers-of-record, in niche outlets, keynoting panels, authoring op-eds, “owning” trade shows and conferences, and ranking higher on searches—creating, driving, following, and sharing content across the channels most relevant to them. A Castle differentiator is our competitive hunger to continually seek the best opportunities for our clients and to never be satisfied until we’ve succeeded in getting our clients where they need to be.
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PUBLIC RELATIONS FAQ
WHAT SERVICES CAN A PR AGENCY PROVIDE?
As a full-service public relations agency, we take a comprehensive approach to PR that brings value to our clients. Our work is about helping you create powerful messages, then developing and executing strategies that help share those messages with core audiences, which often include media, consumers, customers, investors, donors, and other key stakeholders.
These messages can be delivered through thought leadership, relationship marketing (ensuring our clients are plugged into our expansive network), media relations, media training, speaking engagements, and crisis communications.
Employing the full scope of these services and our expertise produces the best results. You will feel the difference when we’re in your corner.
WHAT IS A FULL-SERVICE PR AGENCY?
The best PR agencies combine the integrated approaches mentioned above to reach key audiences in different ways. We work closely with our clients to identify their PR goals and then jump into action, building out a multi-pronged approach to meeting them.
Full-service means you will hear from us regularly. We constantly share news stories, thought leadership and networking opportunities, and award submissions for our clients to consider. It also means that we don’t stop at PR. Our mission is to help you leverage your overall messaging strategy through every communications channel possible. That’s why we also built service areas in marketing, social media, events management, crisis communications, and public affairs.
WHO DO PR AGENCIES WORK WITH?
At Castle, we are “industry agnostic,” meaning we work with clients across many industries. This includes higher education, nonprofits, the arts, real estate development, housing, public utilities, startups, investors, and more. Working with a range of clients across multiple fields allows us to see connections between various issues and stakeholders and gives us the ability to connect clients to audiences through our existing relationships.
Beyond our clients themselves, we also work with client affiliates. This includes government officials, key customers, donors, thought partners, influencers, and coalition builders. Our role is to act as a communications conduit, bridging our clients’ goals with groups that can help achieve them. PR is about building relationships between all these groups to impact how the public and others view our clients and the important work they do.
WHO NEEDS PR SERVICES?
Companies gain reputational value when they develop, foster, and maintain strong relationships with the public and their key stakeholders. Public relations, both reactive and proactive, can be an instrumental component of managing a company’s reputation, either as a stand-alone service or part of an overall communications strategy.
At Castle, we don’t subscribe to a one-size-fits-all approach. The needs of each client vary and the ways we go about achieving success for them depend on several factors.
HOW CAN PR SERVICES HELP MY BUSINESS?
Carefully integrating public relations into your overall business strategy can be a powerful magnifier of your organization’s value to the marketplace or community. Coverage in quality, trusted media outlets can serve as a strong third-party authenticator of your reputation and service offerings.
Proactive PR initiatives amplify your work, increasing general visibility, name recognition, and overall awareness. Thought leadership and newsjacking opportunities can boost your brand as a category leader and subject matter expert. Media monitoring can help you proactively respond to how your organization is being talked about or stave off crises before they turn into a bigger conflagration. At Castle, we believe in taking these core offerings and customizing them to the needs of our clients. We know there are multiple ways PR can help our clients, and we work tirelessly to find the right fit so you see results.
HOW LONG DOES IT TAKE TO SEE RESULTS FROM PR SERVICES?
Every organization comes to us with different goals, key performance indicators, and project timelines. We often say it’s not as easy as flipping on a light switch. It can take time to craft a PR strategy, gather the necessary information and media assets, and execute a comprehensive strategy. While it takes time and commitment to get results, we don’t waste any potential immediate opportunities.
We aggressively identify and execute quick-hit tactics, such as newsjacking, to boost exposure and build momentum while at the same time developing a long-term strategy.
HOW DO I FIND A GOOD PR FIRM?
Finding the right PR firm is like finding a partner – it’s about fit. The better the fit, the more likely the chances of a long-term and fruitful relationship will yield tangible results for your organization and stakeholders.
What sets Castle apart is our desire to be true partners, immersing ourselves in every facet of our client’s business to help get results. We don’t sit idly by waiting for the perfect media opportunity to come our clients’ way. We pursue story ideas, collaborate on pitches, and work to understand your core values and goals.
HOW IS PRICING DETERMINED FOR PR SERVICES? (hourly, project, retainer?)
Our pricing is determined by the scope of work required to achieve each client’s specific PR goals. We are flexible in our approach to pricing and can work on an ongoing retainer-based relationship, or according to a set project fee.
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