Media Relations

LEFT TO RIGHT: FPC client Andrew Feldstein is interviewed by Marci Ien, host of Canada AM; Ray Mikkola, partner at Pallet Valo (centre) and FPC client is interviewed by David Wojcik (right), host of In Business, Rogers Cable Mississauga; and Dr. Mike the Chiropractor is interviewed by Emily Anonuevo, host of In the Know, Rogers York Region.

PR and media relations doesn’t mean flooding newsrooms with press releases

Lots of PR firms say they can get you into the media. But all they end up doing is sending a blizzard of news releases – and then make excuses when you’re not quoted.

At First Principles, we know sending one news release after another isn’t a PR campaign, it is an exercise in futility.

Why? Because research shows that a typical reporter receives more than 800 news releases every week. Most get discarded without even being read.

We’ve built a network of journalists who trust us to give them honest, interesting and informative story ideas.

Since we don’t flood newsrooms, we’ve built a network of reporters, editors and producers who trust us to give them honest, interesting and informative story leads. This makes us well-positioned to get coverage for clients.

Our results speak for themselves. For example, without sending a single news release or “fact sheet,” for one client we obtained nearly three dozen media exposures in a year. Having a strategy and then looking for a “news hook” tailored to each journalist we approach is critical.

It’s how we work with every client. And why our clients stay with us.

Yet media relations is more than promoting a story idea. Sometimes it involves promoting an idea and we help clients shape and write Op-Ed page articles, and then work to place them in a newspaper or magazine.

Sometimes, clients face a crisis and we help them deal with the media, employees and the public. Whatever the cause, dealing openly and honestly about the problem is paramount, and we help neutralize the impact of bad news.

Learn more about our work for clients in: