We believe that to best serve the needs of our clients, we must also serve the needs of the media. We are known for the accuracy, newsworthiness and timeliness of the news we distribute to the media, who often compliment us on the trend stories and other news angles we use to present our clients’ stories to them. We know that The Press Release is merely a tool, not the final result. Comprehensive press kits and regular, timely news releases are, of course, essential. But they are merely the medium of exchange. The exchange of information and ideas between trusted professionals. The PR agency should be, in fact, the trusted facilitator.
Technology at TFG does not replace the personal touch. Our database is not the basis of scattershot mailings; it is merely the starting point for the hands-on, one-to-one media relations work that is the hallmark of a great PR agency. High tech is always in service of high touch. By knowing what each media person needs and likes, and how they like it, we can best communicate our clients’ programs and personality. At TFG, too, incoming media requests are very often converted into opportunities for more than one client. That is done, by knowing what each caller is looking for and has been known to like in the past.
It is that personal approach that has made TFG so welcomed in media circles. Each team member, including the CEO, is given media assignments based on prior relationships or special knowledge so as to put the most effective team member in touch with key media targets.
TFG outreach also includes networking with media, by mail, phone, fax and e-mail. We remain in touch with key players to maintain the relationship, not just when we need to pitch a specific story. We build and nurture a sense of trust in us by offering them story ideas or fact checking assistance that are not client related -- just another reason why mail from us is opened and read -- and our calls are taken.
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