People are Talking!

“Breakthru Communications' strong PR and marketing communications background make the agency a great asset to any technology company. With writers who understand technology and articulate well the value proposition in the materials developed, the agency makes the effort to understand the key players in a specific industry, both competitors and allies, and is on top of industry shifts and changes. I’d recommend Breakthru Communications to any tech company needing a strong PR professional on their team.”

Tina Miteko
Director of Corporate Marketing, Keynote Systems

“I am totally pleased with the Breakthru team and the work they do. The team is hugely creative. Our most qualified hits in our target markets have come from PR activities. I hope to move forward with an even larger PR campaign.”

Barry Yarkoni
Vinomis Laboratories LLC

“I worked with Barbara and Breakthru Communications as a fledging public relations consultant. The company’s years of experience with high tech start ups (in the semiconductor industry in particular) plus the sheer genius of Barbara’s pithy and insightful marketing turns of phrase did much to inspire me. Any startup looking for a brilliant and seasoned PR professional to guide them through the rough waters of their early years would be smart to choose Breakthru, with Barbara as their captain.”

Lisa Frieden
Independent Consultant at Frieden Freelance
Former Junior Account Executive, Breakthru Communications

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Media Relations Plans

Media relations programs create, in effect, a perceived third-party endorsement for a company and its products, and thus are considered the most effective way to drive home a positive message and image without the high cost of paid media.

Developing professional relationships with the media is invaluable for helping your message be heard by your target audience. Breakthru Communications identifies key influencers, reporters and bloggers and helps our clients maintain active and productive relationships with them. Maintaining good media relations includes regular contact packed with useful information not only on your business, but on your industry. Your visibility and credibility is enhanced when you are mentioned in the media, and when you are asked to comment on industry issues as well as company and product issues, your target audiences recognize you as a strong leader.

A plan keeps you on track.

Media relations components

Media relations plans are an important part of a strategic plan, however, if the plan is not executed, positive benefits cannot ensue. Maintaining contact with the media can be done within an organization, but often it falls below the radar as more urgent tasks push it aside. Breakthru works with you to make sure that your contacts are maintained. We have the team in place and the knowledge and experience to make sure that your interests are consistently presented to your target media writers and editors.
Some components of a good media relations program include:

Letters to the Editor: Strategic submission of op-ed articles and letters to the editors by you and your team, and, at times by your customers and strategic partners, can support your company positioning by commenting on needs, issues and events that impact your target audiences.

News Releases: News releases typically consist of company announcements, new hires, product announcements, support of breaking news regarding your products and services, industry awards, research your company has conducted that is in support of your positioning, and other information that is of interest to your target audience, as well as announcements tied to seasonal events or other breaking news.

Articles Creation: Knowledgeable articles bylined by you and your staff can build interest and credibility in your markets. Typical article areas are: case study (where you describe how your company helped solve a customer problem) and how to (which introduces new products or new ways of using products to solve problems).

Story Pitches: PR specialists work with editors and writers to encourage them to create copy or show segments dealing with information that sheds your company in good light. We pitch story ideas to targeted print and broadcast media that are in line with the overall strategic plan.

White Papers: White papers provide "friend of the court" information about technologies and industry issues. They are specifically designed to be product-neutral and are used to build industry credibility as a thought leader.

Media Tours: In the past media tours were often physical touring, and Breakthru Communications recommends looking into opportunities to engage press and analyst interviews during business trips and/or to support special events. Virtual media tours are becoming quite popular and allow you to meet with multiple editors around the country or the world in a much shorter period.

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