MINNEAPOLIS—When the dot-com economy was booming, and public relations agencies were turning away technology clients, there was a feeling that the best firms, at least, could charge pretty much whatever they wanted for their services and they would find companies willing to pay. But today, technology clients are among the most cost conscious, which is why Padilla Speer Beardsley has introduced PowerCurve, a new offering designed to help start-ups in particular build a reputation quickly and for a minimal initial investment.
According to PSB president Lynn Casey, “Over the past couple of years we found a lot of clients were hesitant about hiring a public relations firm because they had the impression that they would have to get married for life, and that marriage would be very expensive. We wanted to give start-up clients a low-risk way to sample our services.”
PowerCurve is a quick-start reputation-building program designed specifically for entrepreneurs and small businesses that recognize the need to establish presence in the marketplace, but lack the in-house expertise or the resources for a long-term public relations agency engagement. Each program is custom-developed, builds awareness among people who are key to the organization’s success, and is designed to conclude within six months of the first planning session.
“Every organization deserves a planned, well-executed public relations program,” says Casey. “Not every organization needs a large internal staff or seven-digit retainers for public relations firms. Our work with startups and small businesses clarified the need for an experienced team to teach the basics, jump-start introductions to key influencers, and provide these clients with the tools to run their own programs.
“PowerCurve gets them out of the gate fast with a disciplined process that will continue to add value over the long-term.”
The PowerCurve program is a six-month, fixed-deliverable program. It starts with PSB’s proprietary Communicating for Action process, which assesses business and marketplace challenges in order to build a focused communications strategy. At the program’s conclusion, clients have the option of engaging PSB for a longer time period, taking the effort in-house or turning it over to other qualified professionals.