Public relations can be an effective tool to build credibility, increase sales or establish a new business niche. To develop an effective media relations campaign, make these steps part of your PR program planning:



Identify audiences carefully by industry, geography, category of decision-maker and other key criteria. Then prioritize them. Focus on who will actually buy your product or service, and who influences that buying decision.



Craft content and tailor messages that resonate with your target decision-makers. Make sure the content also fits your target media’s editorial agenda.



Drill down and prioritize news outlets (print, TV, radio, web). Where does your target audience get their news? How often is the news published? What is the editorial focus? When are the deadlines? Who are your key media contacts (editors, columnists, reporters, photographers, etc.)?



Initiate a media relations program that focuses on matching the needs of specific editorial outlets with content you provide about the business, product or service. One size does not fit all when suggesting news stories.



Be willing to position your company as a media resource, rather than focusing all energies on generating individual profile stories. Being quoted as an authority on a hot topic reinforces your credibility and keeps your company name in front of your target decision-makers.

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About the XtraMark Name

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Every company needs a unique name. And XtraMark is no different. The name XtraMark means we do marketing and “xtra stuff” to help keep your organization successful.

And yes. We misspelled “Xtra” on purpose. Here’s why:

We actually started out with a different name. And it turns out there was a conflict with another company. And we learned the hard way – It pays to do due diligence to capture a unique and compelling name.

The XtraMark tagline is designed to get people asking “what is xtra stuff?”  This generates interest and begins a conversation. Just like a good brand should.

When XtraMark creates your brand, we guarantee you’ll have a unique name, an eye-catching logo,  and a company brand both you and your customers will get excited about.