Journalists and editors are the best sales people and have a strong influence on public opinion.
Before we issue a press release, we create an internal news conference which answers fundamental questions that will lead to preparation of the article and press release to ensure that we deliver newsworthy content and deliver a winning title.
Before we take a campaign to the media, we analyze the content and make sure it is optimized with all the important elements that will drive success.
We examine the campaign through the eyes of the journalists who will spread the word, and that of the public who are the potential donors.
The public is made up of direct donors and potential donors scattered across several media audiences in addition to social media.
A campaign that looks cheap and not well-made is unlikely to be successful.