Tag Archive: Marketing


OPEN LETTER ABOUT BERKMAN

While the message I am about to share with you might seem unusual coming from a veteran in the Public Relations/Marketing Communications profession, it is absolutely essential for me to clear the air and establish a foundation of what BERKMAN represents to companies and organizations requiring the need to effectively communicate their key messages, what they stand for and why they are relevant and meaningful solutions to their targeted audiences.

This has been what BERKMAN has done for over three decades with companies locally, regionally and nationally. However, the profession has changed and so have we in so many exciting ways. You might say we have “reinvented ourselves” while thoroughly adapting and operating at a very high level, to new communications methodology and technology. This was not a choice, it was a strategic decision by our Firm, to embrace the overall responsibilities of our profession, for our brands and the marketplaces they serve.

Today, we apply the same high level strategic thinking and planning, as we always have in the past, with our knowledge and expertise of shaping opinion, enhancing brand reputation and delivering tangible business results for numerous brands of high recognition and market presence. We operate in a number of highly diverse business sectors, utilizing the essential requirement of consistent quality content, creativity and today’s essential technological insight, to effectively provide the power of ideas for our noteworthy brands. Our strategic course is a carefully implemented traditional and digital media integration, permeating throughout the social media environment. We engage, educate and properly position ultimate trust in our brands. Finally, and perhaps most importantly, we unequivocally understand the necessity to make a difference at the “bottom line”. Our course is quantifiable and our results calculated. We know the absolute requirement of tractable deliverables and work earnestly to consistently provide proof of our efforts with tangible brand adoption and sales of our clients brands.

We embrace our diverse engagements at the very highest level, delivering a work product that stands on a bedrock of superior success for ultimate brand results. We invite business executives to investigate our strategic approach to communications positioning, to better understand the results we deliver and not the hollow promises others pledge.

Visit our website to view more of our capabilities.

Jack Berkman

CEO & President

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What does it take to get hired at a top public relations firm? BERKMAN’s newest account executive, Kristen Murphy, has all the right answers and then some. Lucky for us, we are privy to her expert advice on transitioning into a new firm in a new town.

The relationships one forms with journalists, editors, bloggers and other influential people in the media is one the most important elements of a PR professional’s job. But cultivating personal relationships and earning the respect of those in the media takes time. So what does one do when starting over in a new city? Invite people to go out. Get to know the journalists you will be pitching and become friends with them. A friend is more apt to help you out by writing a story about your client than someone you’ve never met. Plus, it’s fun and it will help you get to know a new city. It’s also important to find out what a particular journalist considers newsworthy so that you aren’t pitching them irrelevant topics – that mistake can kill a relationship. Ultimately, the journalist/PR-professional relationship should be mutually beneficial and, if nurtured correctly, can make your job much easier.

Starting a new job means taking in an avalanche of new information, from who the clients are to where the bathroom is located. Savvy professionals know that it’s important to also take note of how a company operates and understand the culture and office dynamics. Every firm is going to operate differently and it’s important to get acclimated as soon as possible. Doing what you consider to be a good job might be entirely different than doing the job your supervisors want and expect, and accomplishing the latter is vital to your success. Figure out the work styles of your colleagues early on – it will save you time and grief trying to figure out what they want from you later on down the road.

When transitioning to a new niche of PR – say you were working with hospitality accounts and now you will be working with restaurants – it’s important to understand the differences in approach. For example, you might find that getting a media hit is less important for a restaurant than for another type of client. Press doesn’t necessarily translate into business for a restaurant, so it’s important to look at the clients objectives and adjust your approach. Of course, if a restaurant is incorporating PR into their long-term branding strategy, then getting press coverage is king. Take initiative in teaching yourself everything you can about the new industry and don’t be afraid to ask more experienced colleagues for advice. A successful PR professional will submerse themselves in the material and “become the client.“ This level of familiarity with an account is important because when pitching journalists, what you write and say must be accurate down to the last detail. Journalists are a sharp and detail-oriented bunch and they are often experts on the topics that they cover and will catch you if you falter.

And don’t forget to befriend your new company’s IT professional! They are the ones who will keep you sane when your computer freezes or if you just need help with Excel.