Integrated Digital, PR, and Legacy Advertising

The creative kind, that works cross-platform, and compels customer journeys...

Why the Gonzberg Agency?

Because, at the Gonzberg Agency, we take seriously the fact that professional research, academia, and our own experience, all yield the same result; integrated marketing — executed with creativity, and some wisdom — significantly increases ROI.

And, that is exactly what we offer here at the Gonzberg Agency. Nothing willy-nilly. Just better results through proper planning, production, and execution of integrated marketing, by seasoned professionals.

Will It Fly?

You have a great business, you have news, and you just hatched a great idea for how to generate some real press. But, considering that journalists must sift through hundreds of pitches a day, have you covered all the bases to make sure your idea gets the attention it deserves?

The following is a best practices checklist that will help you determine the chances of your news getting picked out of a journalist's daily pile.

(You should also develop a comprehensive plan, an online pressroom, a media list, a relevant editorial calendar, a press kit, and a press release.)

Section Objective: To ensure you determine the best methods for distributing a media pitch according to best practices.

Have you determined the methods by which each of your contacts prefers receiving pitches?

If you have not nailed down a contact preference for each of your journalists, have you made sure to focus on email as the primary means of contacting them?

Besides not pitching journalists by phone (unless urgency is required), to avoid coming across as a stalker, are you making sure that you only follow up by email once?

Educational Brief for Methods of Contact

Section Objective: To ensure you have configured a media pitch according to best practices.

Since reporters typically get 200+ pitches per day, have you made sure your media pitch is truly unique?

Is the pitch in plain text format only, with no attachments or graphics embedded?

Have you made sure the pitch is not more than two to three paragraphs long?

Have you designed it to pique the media contact/reporter's interest?

Does the pitch address the reporter as "Dear Mr./Ms. XX" or "Hi [First Name]" depending on the formality/informality of the context?

Did you provide your name at the end of the pitch and include your contact information (more than one method), or another's, particularly if traveling?

Aside from spell-checking, did you also carefully proof your pitch several times as well?

Have you made sure that someone else has proofed your pitch and checked for errors?

Educational Brief for Overall Formatting

Section Objective: To ensure you have developed the content according to best practices.

Does the pitch get to the point/purpose in the first sentence?

Is the subject line of your pitch intriguing enough to make the reporter want to open your message and read more?

Does your pitch have a "call to action" (such as meeting up at a trade show)?

To show that you have their interests in mind, does your pitch open with a line such as, "I thought your readers might be interested in...X"?

Does your pitch cover why this reporter should care about your company or product?

Have you read the publication, found out who covers similar topics, and generally done research, so you're not approaching the media blindly?

Does your pitch: have real news value, build a relationship and showcase your company as a resource?

Have you researched the reporter enough to personalize/customize your pitch to a particular reporter's interest?

In contacting reporters about previously published pieces on your competitors, have you mentioned (in the opening paragraph) using your company as a resource for future articles?

Educational Brief for Content

Section Objective: To ensure you have applied the right style in the pitch according to best practices.

Have you made sure your pitch sounds as professional as possible?

To avoid alienating the media due to exaggeration, are you being honest about the newsworthiness of your current idea?

Have you avoided over-explaining secondary advantages, so you don't take the impact away from highlighting the primary advantages?

Have you briefly recapped the major advantage(s) of your product or service without undue repetition?

Are you sure your media pitch is written or said in a tone that speaks up (rather than down) to the people you are pitching to?

To engage their interest, have you shown the media that you are different and capable of creating the unexpected?

Educational Brief for Style

Section Objective: To ensure you relay your pitch's message effectively when in verbal contact with journalists according to best practices.

Do you have a condensed version of the pitch (20-30 seconds or less) that is suitable to give over the phone, or in person?

Do you have spokespeople who are prepared to give the pitch over the phone when necessary?

Have those spokespeople practiced the pitch using a Q&A document, in order to keep their answers simple and to the point?

Have you and your spokespeople practiced fielding questions, so that you know your story well enough to revise the pitch if objections are raised?

To show that you are considerate, do you always ask if a reporter is on deadline?

To reporters you do not know, are you up front and say "We haven't spoken before," instead of pretending to be a reporter's best friend?

For reporters that you've gotten to know, have you tried to be a little more relaxed in the tone of your voice, so he/she feels more relaxed in dealing with you?

Educational Brief for Verbal Contact

Outfits We Have Helped

Not for Profit: Adoption Connection, Damon Runyon Cancer Research Foundation, Independent Adoption Center, The First Tee. Education: Fountainhead Montessori School, Fountainhead Montessori Adult Education, Santa Clara University, School for Independent Learners. Business to Business: Environmental Remedies, Inc., Global Personnel Solutions, Pacific Office-Scape, Silicon Shores Corp. Consumer Products & Services: Acting Lessons Inc., Capelo's Barbecue, Jessie et Laurent, Martin Screen Shop, MPH Asset Management Co., Pancho Villa Restaurants, Pet's Rest, Shoreline Lake, Tradewinds Sailing. Retail: Cal-Mart, Christensen Heller Gallery, City Paints, FLAX art & design, Hockey-X Superstore, Sal Beressi Fabrics, The Bath + Beyond.

Press

PostFunnel
Things Are Looking Up: The "Old School" Marketing Approach is Back

Evan Berglund on the fact that people don't live in channels.

January 7, 2019    Read at PostFunnel

Ragan Communications, Inc.
9 PR blunders of 2018

Maria Gonzalez points out PR blunders, and why, for Facebook, Cheesecake Factory and Papa John's (#2, #4 and #5).

December 19, 2018    Read at Ragan Communcations

Ragan Communications, Inc.
10 PR hits of 2018

Maria Gonzalez points out PR wins, and why, for Payless, Dunkin' and Tesla (#1 and #4) in this end-of-year roundup.

December 17, 2018    Read at Ragan Communcations

Business News Daily logo
5 Best Practices Every Small Business Should Follow in 2019

Evan Berglund letting small business owners know that a piecemeal approach to marketing is now a death sentence (#2).

December 02, 2018    Read at Business News Daily

SmallbizJuice logo
11 Great Press Releases

A successful press release written by Maria Gonzalez is used as an example of how to integrate press into a wider communications campaign (#5).

November 17, 2017    Read at SmallbizJuice

TED logo
A VIEW FROM THE TOP

Evan Berglund explains how to reverse-engineer the purchase process to maximize ROI in integrated marketing.

May, 2017    Read at Ted Magazine

DRUM logo
Full-service v. specialty agencies: Which one reigns supreme?

Evan Berglund lays out some of the benefits of using a full-service agency for integrated marketing.

October 06, 2016    Read at The Drum

NCR logo
How to Develop a Pricing Strategy for Your Small Business

Evan Berglund gives pointers on market oriented pricing.

June 26, 2016    Read at NCR Silver

HUFFPOST logo
How Agencies Can Better Collaborate With Telecommuters

Maria Gonzalez provides a best practices checklist on how to manage remote talent.

July 15, 2015    Read at HUFFPOST

MORE logo
The Michelle Obama edited issue

Maria Gonzalez commenting on what it was like being a first generation American going to UC Berkeley.

July/August 2015    Read at MORE Magazine

CISION logo
Mobile Madness: Mobile Marketing & PR Best Practices

Maria Gonzalez explains how to lay the foundation for successful PR.

May 01, 2015    Read at Cision