Embed Size (px)
DESCRIPTION
Beckerman capabilities presentation and case studies.
Citation preview
New York, NY and Hackensack, NJ201.465.8000
www.beckermanpr.com
Founded in 1989, Beckerman Public Relations, which recently
merged with Avalanche Strategic Communications, is one of the
largest public relations firms in the New York metropolitan area.
As one of the largest independent public relations firms in New
Jersey, Beckerman Public Relations employs the expertise of over
35 seasoned media counselors, strategists, and tacticians in offices
in Manhattan and
Hackensack, N.J.
With clients across the United States and around the world, Beckerman Public
Relations:
Utilizes the media as a tool for branding, establishing credibility, trust
building, industry leadership, issue development, name recognition
and advocacy
Brings value to our clients by promoting their core businesses,
communicating their causes and disseminating their views
Generates media placements for our clients that build goodwill,
generate sales and accomplish strategic initiatives
Communications / Media RelationsExpert PositioningMaterials DevelopmentGhost WritingBriefing Documents/ White PapersCorporate MessagingEvent Planning and Execution
Media TrainingDirect MailStrategy DevelopmentCrisis ManagementMarket SurveysCase StudiesTrade Show PromotionPress Kits
What makes Beckerman Public Relations different is the experience
of our media counselors, strategists and tacticians. These results‐
oriented thought leaders come from backgrounds that include law,
government, public relations and journalism and can tap into
global, regional and even local perceptions.
OUR MAIN OUR MAIN SPECIALTY AREASSPECIALTY AREAS
LEGAL SERVICES
CONSUMER
REAL ESTATECLEAN TECH PUBLIC AFFAIRS
HEALTHCAREFINANCIAL TECHNOLOGY
Beckerman Public Relations has built a specialized practice that
services the
legal profession, attracting an exceptionally high‐caliber team of
professionals with extensive experience and expertise serving the needs of
law firms. Clients seek out our trusted advisors due to their knowledge of the
relationship between the law and the press to develop strategies
that get
results.
Piro
Zinna, a 40‐year‐old law firm in Nutley, NJ, wanted to raise its visibility
throughout The Garden State. The firm had never engaged a PR firm before
and Beckerman Public Relations worked with the partners to facilitate
media stories about the firm and clients as well as rewrite copy for the
firm's website, optimizing search engine results, which drove more
prospects to the firm. The campaign also included a Facebook
fan page to
leverage social media, including news of the firm's cases and success
stories.
Within just a few months, Beckerman Public Relations began securing significant
print/Internet media coverage of the firm and individual partners in outlets such
as NJBiz, The Record (Hackensack, NJ), The Star Ledger (Newark, NJ), the New
Jersey Law Journal and Lawyersandsettlements.com. These high‐profile media
hits, which included photos of the partners and repeated mentions of the firm
throughout the stories, brought the firm’s visibility beyond Nutley and has
helped kick‐start the firm's business development.
NJ‐based law firm Genova, Burns & Vernoia
retained Beckerman Public
Relations to garner media coverage for the firm to emphasize its
strengths
in particular areas of the law through case‐related publicity, inclusion in
“trend stories”
that positioned attorneys as authorities in their particular
area of the law, and attorney‐authored articles for media publication to
directly reach the firm’s target audience.
Consistent contact with the media ensured that attorneys at Genova, Burns &
Vernoia
became sought‐after sources for journalists in the tri‐state region, as
well as the national stage. Experts from the firm became regular
contributors and
sources for articles appearing in: The New York Times, Crain’s New York
Business, The Star‐Ledger, The Record, The Philadelphia Inquirer, The Christian
Science Monitor, as well as numerous trade publications.
Cole Schotz
is a mid‐sized law firm with approximately 120 attorneys based in
Hackensack NJ, with additional offices in New York, Delaware and
Maryland,
representing hundreds of closely‐held businesses and individuals, as well as
Fortune 500 companies. Its eight primary area of practice are Real Estate;
Bankruptcy & Corporate Restructuring; Tax, Trusts & Estates; Corporate, Finance
& Business Transactions; Employment; Environmental; and Construction
Services. Earlier this year, the firm launched five blogs devoted to different law
areas.
Through Beckerman Public Relation’s expert positioning campaign, partners from
the firm became sough‐after media commentators on three of the biggest business
stories in 2009 ‐
the U.S. government attempting to acquire the names of UBS
clients, the Bernard Madoff
scandal and the New Jersey political corruption exposé,
and resulted in stories that included features on Reuters
and
The Record. On‐
Camera interviews included WNBC‐TV
and FoxBusinessLive.com.
Pryor Cashman
is a mid‐sized law firm with approximately 125 attorneys based
in New York with a Los Angeles office consisting of 13 different
practice groups
that encompass 91 different practice areas.
Beckerman Public Relations quickly helped Pryor Cashman
gain visibility as go‐to
sources for hot media topics such as corporate bankruptcy and white collar
crime through regular appearances on FoxBusinessLive.com
and its affiliates.
Partners have been quoted in related articles in Reuters, Bloomberg, USA
Today, The New York Times
and The Wall Street Journal,
raising the firm’s
profile and dramatically improving its search engine optimization.
Drinker Biddle is a national firm with 12 offices throughout the
country,
including one in Florham Park, NJ and one in Princeton, NJ. Among their
main practice areas are Corporate Restructuring, Environmental,
Intellectual Property and Real Estate. With a much larger office in
Philadelphia, Drinker Biddle strived to increase the profile of its smaller
offices in New Jersey.
As a result of the efforts of Beckerman Public Relations, Drinker Biddle attorneys
were soon quoted as sources on multiple occasions in sought‐after local
publications like NJ Biz, Real Estate New Jersey
and The New York Post. In
addition, the firm gained additional exposure when Beckerman Public Relations
secured opportunities for Drinker Biddle attorneys to write bylined articles about
regional court decisions in the New Jersey Law Journal
and other rulins
in the
Employee Benefit Adviser.
There are thousands of financial service companies, hedge fund managers,
mutual fund managers and bankers clamoring for a chance to be quoted in
The Wall Street Journal or be interviewed by Maria Bartiromo. Most of them
will never break through because they have failed to establish a
niche
expertise ‐
a unique business experience/perspective that they can
communicate effectively to television viewers and magazine/newspaper
readers. Beckerman’s specialized financial services team can help you
capture attention in this deafening environment.
Palisades Financial, a leading commercial real estate lender and
advisory
firm providing bridge, mezzanine and equity financing, specializes in
commercial real estate and secured corporate lending. Beckerman
Public
Relations successfully promoted individual deals, as well as overall fund
performance, by establishing the five principals at the firm as experts
within the highly competitive financial media.
Beckerman has garnered a bevy of media placements on behalf of Palisades Financial
in key industry publications and broadcast networks, including: CNBC‐TV,
GlobeSt.com, Commercial Mortgage Alert, National Real Estate Investor, Retail
Traffic, Debt and Equity Journal, The Star‐Ledger, The Wall Street Journal, Crain’s
New York Business, The Real Deal, FinancialWeek, Real Estate Forum, and The
Record.
As one of the industry’s leading boutique investment banking firms, Mission
Capital needed a firm that could understand its complex deals and tell its story
to the media. Beckerman Public Relations helped the leadership at Mission
Capital break through the financial media clutter, capturing the
attention of
influential editors, producers and reporters in a boisterous environment through
creativity, hustle and consistency of message.
Beckerman generated media placements on behalf of Mission Capital Advisors in key
publications and broadcast networks, including: CNBC, Fox Business Network,
GlobeSt.TV, Bloomberg Television, The New York Times, Commercial Mortgage
Alert, Crain’s New York Business, National Mortgage Alert, American Banker, The
Wall Street Journal, Real Estate Weekly, Real Estate New York, The Real Deal,
GlobeSt.com
and more.
Sometimes staying out of the news is harder than getting into it. The crisis
communications specialists at Beckerman Public Relations have a proven track
record of “turning tables”
on issues to reveal the untold truths behind the hype.
During a spate of negative media attention, Beckerman was able to mitigate
backlash from and to brand N.I.R. Group as the pre‐eminent Market Neutral
Small and Micro Cap PIPES fund, establishing its leadership as subject matter
experts and create public awareness of the N.I.R. Group success
stories.
Beckerman Public Relation’s rich history in real estate communications is
second to none. Hailed by NJBiz
as the public relations firm that handles
“75% of New Jersey's top real estate and related businesses,”
the
communications professionals at Beckerman Public Relations serve
as long‐
term, trusted advisors to high‐profile commercial and residential real estate
companies, as well as numerous clients in ancillary fields such as architecture
and finance.
Clarke Caton
Hintz, a Trenton, NJ‐based an architectural, planning and landscape
design firm, has completed a plethora of projects throughout New York and New
Jersey. The firm has a strong track record of successful projects such as
community master plans, historical preservation of New Jersey landmarks,
university renovations and stadium designs, among many others.
Beckerman PR was enlisted to raise the firm’s profile in regional and trade media,
and to highlight CCH’s
efforts in creating enduring architecture, livable places and
sustainable environments.
Through targeted media outreach, Beckerman continues to demonstrate CCH’s
expertise in all facets of architecture, along with their strong
position in the
marketplace despite the current economic climate.
As a result of various campaigns, Clarke Caton
Hintz principals were interviewed as
experts and pioneers by media outlets including The New York Times, New York
Daily News, The Record and The Star‐Ledger.
In an article from the New York Daily News, Clarke Caton
Hintz was said to be,
“…arguably New Jersey’s top architecture firm, with experience in revitalizing
communities.”
Savanna, a Manhattan‐based real estate investment and development firm,
enlisted Beckerman Public Relations to publicize 141 Fifth Avenue, a historic
Beaux Arts condominium conversion in the heart of Manhattan’s Ladies’
Mile
Historic District.
With an influx of newly restored condominium developments in Manhattan,
Savanna wanted 141 Fifth Avenue to stand out from the rest and Beckerman PR
was able to step up to that challenge.
Beckerman PR created a campaign around the history behind this Beaux Arts
landmarked
building and its’
offering of rare architectural detail and stunning
Cupola penthouse, listed at $12 million. Through Beckerman PR’s efforts on the
sidelines, the New York media was able to properly showcase this stunning Old
World classic.
As a result, 141 Fifth Avenue remained one of the strongest selling projects in New
York City and surpassed 85% sold in the first few months of enlisting Beckerman
PR as their public relations firm.
As a long‐time client of Beckerman Public Relations, Matrix Development Group
has enjoyed considerable press in national and trade media. With
the
announcement of new developments in New Jersey and Pennsylvania,
Matrix
retained Beckerman Public Relations to work with local media outlets to promote
the company’s charitable initiatives, including profiles on its most charitable
executives and features on the many non‐profit organizations with whom the
company was involved.
Beckerman Public Relations was able to demonstrate Matrix’s continued
commitment to local communities where the company has properties. In addition
to promoting such work with charitable organizations, including Family Services
Association, Monroe Education Foundation, Elijah’s Promise, The American Heart
Association, March of Dimes and Hands Together, Beckerman highlighted Matrix
President and CEO Joseph S. Taylor’s work in Haiti, where he travels every year to
assist impoverished residents through the charity, Hands Together.
Joseph Taylor was interviewed by journalists from regional and local media outlets
and identified as one of New Jersey’s leading businessman with strong ties to
charitable organizations. The result is that Matrix is more well‐known in the
communities where the company is developing, and the company is seen in a
favorable light as being dedicated to the areas in which it develops.
SJP Properties is developing Eleven Times Square, a 40‐story, 1.1 million‐square
foot office building in Manhattan during what proves to be a turbulent real
estate environment. As one of few speculative developments coming online in
this market, the building and developer were under a close microscope in the
media. Beckerman Public Relations coordinated a media relations outreach
campaign designed to leverage the development as on‐target for completion.
Through our media outreach, we were able to demonstrate the financial strength
of SJP Properties and the conservative underwriting that went into the
development. These were key messages that were important to the
campaign, as
they showed that, despite the current climate and lack of tenants, the building and
developer were still positioned strongly in the market.
As a result of the campaign, SJP Properties executives were interviewed by
journalists from prominent media outlets, including The Wall Street Journal,
BusinessWeek, The New York Times, Crain’s New York Business, among others.
REAL ESTATE: SJP PROPERTIES
A long time client of Beckerman PR, The Lightstone
Group is one of the real estate
industry’s leading organizations with assets in a variety of different industry
sectors ranging from office and hotels to multifamily and retail. Throughout its
history, The Lightstone
Group has evolved into one of the most opportunistic
investors in the industry and requires a constant public relations effort in building
and maintaining awareness in each of the company’s sectors.
Throughout the years, Beckerman PR has increased local, regional
and national
awareness of The Lightstone
Group as a focused investment platform and David
Lichtenstein, founder and CEO, as a leading real estate expert.
Through proactive and reactive media relations with national and
trade media
outlets for David Lichtenstein and The Lightstone
Group’s respective divisions, we
have been able to secure feature coveage
in high‐profile media outlets including
The Wall Street Journal
and The New York Times.
CORE, a leading real estate sales and marketing firm in New York
City, enlisted
Beckerman Public Relations to leverage them as the best in brokerage,
communication and advisory services for the luxury residential segment in
Manhattan. As the exclusive marketing firm for many new developments
throughout NYC, CORE tasked us with raising their brand awareness, which
meant securing outstanding coverage for them in regional, national, and trade
media outlets.
Beckerman Public Relations has consistently garnered top‐tier media coverage for
CORE as a brand. CORE CEO Shaun Osher, along with his highly successful agents,
have been leveraged as expert sources in Manhattan’s residential real estate
segment.
CORE agents, as well as feature stories including CORE sellers, buyers and listings,
have appeared in The International Herald Tribune, The New York Times, The
Wall Street Journal, New York Post, New York Daily News, among many others.
The Ascend Group, LLC enlisted Beckerman Public Relations to help build
awareness of their latest development, Georgica, located on the Upper East Side
in New York City. As a long‐time client of the firm, Ascend asked us to work with
local media outlets and trade publications to promote the luxury
design
condominium and their charitable initiatives.
Beckerman Public Relations achieved this goal by positioning Georgica as the
premier luxury condominium on the Upper East Side, that is both family friendly
and just right for the elite first time buyer. In addition to promoting the new
development, Beckerman highlighted Ascend’s
partnership with celebrated
interior designer, Tamara Magel
and their charitable work with NEST, a non‐profit
organization that helps women artisans in developing countries create sustainable
business. As a result, we garnered interests from both trade and local media, as
well as interest from prospective buyers for Ascend Group’s, Georgica.
Legislators, regulators and constituents form their opinions from what they read,
see and hear in the media. Experience has taught us that effective issue advocacy
demands strategically‐crafted and consistent messaging, intimate knowledge of
the legislative process and deep‐rooted relationships with members of the media.
We have guided countless clients through legislative and regulatory challenges,
major crises and advocacy campaigns by incorporating our tried‐and‐true media
tactics and strategies by bridging the divide between the corridors of the
statehouse and the chatter of the newsroom.
The LibForAll
Foundation came to Beckerman Public Relations to help raise global
awareness of the non‐profit organization and its programs, which are designed to
combat extremist Islam throughout the world. Our challenge was to establish
LibForAll
Founder, C. Holland Taylor, as a foremost expert on Islam, its historical roots
and its relation to the war on terror while also disseminating the LibForAll
Foundation’s progressive Muslim ideas in Indonesia and throughout the Islamic world
and educating the American public on the true nature of Islam.
With an overlying goal of reaching the public while also focusing on policy makers,
donors and other like‐minded organizations, Beckerman Public Relations secured and
arranged a series of media interviews and briefings, press events, media visits to
LibForAll‐sponsored events and programs in Indonesia, and the placement of
op‐eds. As a result, LibForAll’s
message was disseminated through the print media to reach
more than 35 million readers in the United States and abroad.
Strategically placed op‐ed articles in The Wall Street Journal,
The Washington Post ,
New York Times, Time Magazine and more not only disseminated LibForAll’s
core
values to a wide range of readers, including policy makers, donors and other like‐
minded organizations, but also became the source of continued discussion on political
websites and blogs worldwide.
LibForAll
Board member Ahmad Dhani
was featured
along with his band, Dewa, in a documentary,
“Struggle for the Soul of Islam: Inside Indonesia,”
which aired on PBS as a part of the critically‐
acclaimed series, “America at a Crossroads.”
The buzz words of today are alternative fuels, sustainability, conservation, social
responsibility –
but how do you fit in? What is your role in the global movement
towards environmental responsibility? Our team of seasoned professionals has
extensive experience in wind, solar, biofuels
and other green technologies and
can help you leverage the Golden Age of Green to enhance market visibility,
establish industry leadership and communicate with stakeholders.
INDUSTRY SPECIALTIESINDUSTRY SPECIALTIES
ArchitectureClean TechConservationConstructionRenewable FuelsSolarWind
SERVICESSERVICES
Media RelationsEnvironmental CommunicationsIssues Management/AdvocacyMedia EventsPublic Affairs/Gov. RelationsGhostwritingProduct LaunchesGrassroots MarketingCrisis CommunicationsCommunity RelationsInternal CommunicationsEditorial
Dyadic, a publicly traded Florida‐based company, developed a sophisticated
enzyme to convert agricultural by‐products into ethanol, an alternative energy
source that is in great demand in the United States.
Beckerman Public Relations planned and executed a media campaign
to
establish Dyadic’s
CEO as a bio‐ethanol industry expert in order to reach ethanol
producers by raising awareness of Dyadic’s
product through the resulting media
coverage.
As a result of this outreach, Dyadic received a bevy of positive
media coverage in
daily newspapers, magazines, television, radio and industry publications. Total
media impressions in 2006 totaled 11,773,880 in circulation and Dyadic’s
stock
price rose by more than 200 percent.
High‐profile media placements included: Business Week, Reuters, Fast Company,
Forbes, Entrepreneur, Chicago Sun‐Times, Inc. Magazine, National Public Radio,
CNN Radio, San Jose Mercury News, Medill
News Service, Smart Money
Magazine and
MSNBC.com.
The drive‐thru at BURGER KING®
in Hillside, N.J. is harvesting renewable energy
from a most unexpected source: the 100,000 cars that visit its drive‐thru each
year. When our client, New Energy Technologies, began pilot testing its
MotionPower™
kinetic energy harvesting device at a quick service restaurant
drive‐thru, Beckerman launched a massive media outreach program to raise
awareness of this high‐tech “speed bump”
designed to capture the kinetic
energy from slowing cars in the drive‐thru, and convert it into useful electricity.
Beckerman Public Relations hosted members of the media at the Burger King
quick service restaurant location to see the technology first‐hand. Fox News
National, CNBC.com, Popular Mechanics, Scientific American, Reuters TV, News
12, FIOS 1,
and The Star‐Ledger were in attendance. Segments and stories from
the prototype unveiling ran on those outlets, in addition to the
NY affiliates of
FOX, NBC and CBS as well as nationally on NBC affiliates across the nation.
BlueFire
Ethanol Fuels holds the exclusive North American patent to a breakthrough
technology to convert municipal waste into useable biofuels. Our challenge was to
raise awareness and credibility of this company in an effort to educate lawmakers,
consumers, vertical industries investors and the general public about the benefits of
this technology prior to the company having broken ground on its
first plant.
Beckerman Public Relations conducted an extensive media relations campaign to
secure a high‐profile media among some of the nation’s most influential
publications, establishing this company as a leader within the emerging cellulosic
ethanol industry.
BlueFire
Ethanol’s media coverage increased from five media mentions in
January 2008 to 97 mentions in February 2008; CEO quoted as an industry
expert in high‐profile publications, including The New York Times and Scientific
American
as well as scores of important industry trade magazines.
Media coverage increased from less than 50,000 impressions (total
readers/viewers) in January 2008 to 62,303,011 impressions in May 2008;
featured in Newsweek, CNN Money and CNET News. Coverage swelled to more
than
126,262,132 impressions in July 2008 with company featured on CNBC‐TV
and on CNBC.com, as well as in high‐profile print media outlets, including The
New York Times, MSNBC, USA Today and Investors Business Daily.
Scientists at Carbon Sciences developed a breakthrough technology to transform
carbon dioxide (CO2) emissions and transform them back into usable fuel; but
far from full‐scale production, the company turned to Beckerman Public
Relations to help legitimize carbon recycling as a credible method for mitigating
the harmful impact of CO2 emission and attract the interest and trust of the
world’s largest carbon emitters and stimulate demand among prospective
partners.
Carbon Sciences’
President Byron Elton has appeared as a frequent contributor
to CleanSkiesTV, as well as a recurring guest on Fox Business programming,
including “C‐Suite”
and
“Happy Hour,”
as well as CNN Radio.
The company has been featured in USA Today, The New York Times,
Newsweek.com, Agence
France‐Presse, Reuters, and Dow Jones Clean
Technology Insight,
among others.
CLEAN TECH: CARBON SCIENCES
CLEAN TECH: CARBON SCIENCES
CLEAN TECH: CARBON SCIENCES
CLEAN TECH: CARBON SCIENCES
Beckerman Public Relations was enlisted to help build awareness among the media,
general public and investor community for a small algae‐to‐oil company with little prior
media successes. In order to do this, it was imperative to establish credibility within
the alternative energy industry for the company’s technology while still in its
development stage, which would ultimately increase sales and stock value.
Beckerman Public Relations achieved this goal by positioning the
company’s CEO
as an expert on alternative energy industry at large, as well as
a reliable source
on matters regarding petroleum, entrepreneurism and industry trends.
These previous media successes were then leveraged to garner additional
interviews and establish credibility in the field, which helped generate trend
stories in the market to create buzz in general business, technology and science
media.
BioSolar
is the first company to introduce a new dimension of cost reduction
in solar cell components, with its breakthrough technology to produce bio‐
based materials from renewable plant sources. Beckerman Public Relations
was tasked with building interest in the company’s components in
anticipation of a launch that would be over one year away. How did
Beckerman Public Relations drive interest from investors, potential partners
and the media without the product in full‐scale production? By generating
positive media placements about the technology’s potential and the insight
and expertise of the company’s CEO.
CLEANTECH: BIOSOLAR
Clear Skies Solar (CSG) provides turnkey solar electricity installations and
renewable energy technology solutions to commercial and residential customers
across the United States. With a government rebate program nearing its end,
Beckerman Public Relations was tasked with both raising awareness of this
rapidly‐growing solar energy provider and its proprietary products and with
educating the public on the need for governmental incentives for
solar energy
solutions.
Beckerman Public Relations successfully positioned Clear Skies Solar’s
CEO Ezra
Green as both a solar energy expert and spokesperson for the solar industry at
large, securing interviews with high‐profile media outlets during which he
discussed the many benefits of going solar and the need for Congress to renew
tax credits seen as critical to the continued success of the industry. Interviews
and articles were featured in The Wall Street Journal, Dow Jones Newswire,
Reuters, The Fox Business Channel and the Fox News Network.
Promoting Clear Skies Solar’s
current and pending jobs among international
media outlets, Beckerman Public Relations secured placements in media outlets
that included: BusinessWeek.com, New York Newsday, PM Network, Builder
News, and more.
With years of industry experience, Beckerman Public Relations has the expertise
to utilize communications as a tool to influence consumer perception and
behavior among demographics ranging from techies and seniors to generation‐
Xers
and baby boomers. With results‐driven campaigns, cost‐effective solutions
and innovative counsel, Beckerman Public Relations engineers consumer
relationships that result in brand loyalty, trust and sales.
Private aviation is a crowded, fragmented market, and for Halcyon Jets,
capturing the C‐level executive market would be the key to its ultimate success.
Beckerman Public Relations implemented a campaign designed to “de‐gentrify”
executive jets and stimulate customer demand for Halcyon’s unparalleled and
luxurious flight experience.
“The proliferation of private jets started with fractional ownership plans. The new
trend, however, is on‐demand jet flights, a no‐strings‐attached service offered by
companies like Halcyon Jets…”
April 22, 2008, TheStreet.com
During a 12‐month period from August 2007‐2008, Halcyon’s published print
media stories in USA Today, Newsweek International, Forbes.com, The Los
Angeles Times, The Washington Post
and Life & Style Weekly, among others,
reached a circulation of over 23,3964,720 readers, not including features on
broadcast outlet such as VH1 , Fox 5 New York (WNYW)
and Fox Business News.
Beckerman Public Relations was retained by the Jersey Shore Alliance, a cooperative
venture of shore communities, to promote a succinct brand image and help position
the Jersey shore as a premier tourist destination. Research revealed that previous ad
campaigns and promotion of individual communities failed to "brand" the Jersey
Shore as a vacation destination. Our strategy was to leverage the Alliance’s new
advertising and grassroots marketing campaign entitled Your Play Therapy
by utilizing
unique elements of the campaign, including an interactive website, a vacation
personality profiler, bumper cars cruising city streets and sand
dollars hidden around
select cities to generate media coverage.
Through a host of print and broadcast media placements, Beckerman Public Relations
successfully created a buzz for the campaign and grassroots marketing events. Post‐
event press releases with photography generated additional print
coverage of the
guerilla marketing events and rounded out the campaign.
In addition, we positioned the chairman of the Jersey Shore Alliance as the official
expert on the Jersey Shore and vacationing in New Jersey. Our team secured media
interviews for him to comment on tourism in general, the unique attributes of the
Jersey Shore as well as the Alliance and its new Play Therapy campaign.
Through print and broadcast media coverage, Beckerman reached nearly 5 million
people in the Alliance’s target markets and generated media coverage, valued at
more than $315,000 – in just four months.
As the premier extreme relaxation drink on the market, drank™
was poised to
capture an emerging position as a distinctly different beverage product among
the plethora of jolting energy drinks. A strategic campaign to differentiate
drank™
and introduce it to the general public was integral for drank™
to cut
through fierce competition and jockey for market share and shelf
space.
Coverage of drank™
has included USAToday.com,
Time Magazine, The Village
Voice, The Washington Post, The New York Times Magazine, PerezHilton.com,among others. On national television, sample brand features included Good
Morning America, Fox News Network , CNN, and The Tonight Show with Conan
O’Brien.
Media coverage has been largely credited for the company’s explosive growth
during the first year on the market. In fact, in August 2009, the company
announced record revenues of $1,626,253 for Q2 2009, a 228% increase in sales
compared to $496,714 for period Q2 of 2008.
This manufacturer of environmentally‐friendly water conservation products hired
Beckerman Public Relations to generate a bevy of media coverage aimed at
promoting its research and development of proprietary technologies while
simultaneously highlighting its products. Beckerman Public Relations leveraged
the public’s increasing fascination with green building and other green initiatives
to generate features and profiles of Niagara and its executive team as well as
position Niagara spokespersons as industry experts.
The print media relations campaign resulted in over 16,861,960 media
impressions, positioning Niagara as an innovative industry leader in
environmentally‐friendly, home efficiency products, programs, services and
solutions and establishing Niagara spokespersons as water conservation industry
thought leaders, shifting the global energy dialogue from supply
to conservation.
Placements included: Newsweek, SmartMoney, Good Housekeeping, All You, and
numerous national newspaper pieces, including: The Washington Post, The Los
Angeles Times, The Virginia‐Pilot and
The Miami Herald.
The word “Amish”
has long been associated with religion, barn raisings and
buggies. But when Amish Naturals, Inc. came to us to promote its line of artisan
pastas, it was gaining a new connotation in the organic food market. To
differentiate a line of organic pastas, it was integral to capitalize on the appeal of
everything Amish while avoiding criticism that food marketers were using the
mystique of the Amish to create an aura of naturalness as a marketing ploy,
while simultaneously carving out a niche in the market.
Amish Naturals’
key messages, carefully crafted to celebrate the line of pasta made
in the heart of Ohio’s Amish country while preserving and honoring Amish culinary
traditions, were carried by The New York Times, Brandweek, The Washington
Post, The Boston Globe,
NBC’s Today Show, Food Network’s “Unwrapped” and
Family Circle Magazine.
Beckerman Public Relations was enlisted to help a small brand that had not yet
achieved distribution to establish a network of loyal customers and distributors
that would eventually help boost sales. While the creators of the product were
both well‐known within their respective industries, neither had ever been in the
media spotlight and were hesitant about speaking with the press.
Through a strategic blend of well‐positioned product placements and interview
opportunities, Beckerman Public Relations secured coverage for VE2
Energy Gum
as one of the most innovative products within the confectionary industry.
Within a matter of months, the company went from zero distribution to achieving
partnerships with a variety of online retailers, including Amazon.com.
Beckerman’s outreach also landed the product as a finalist for “Best Packaging”
in
a prestigious contest organized by one of the industry’s leading magazines,
alongside finalists Nestle and Nabisco.
We help our clients build brands, strengthen bonds with critical
stakeholders and
engage target audiences. To thrive in this highly competitive industry, healthcare
companies need positive and consistent media coverage as a tool for establishing
credibility, building customer loyalty and influencing consumer behavior. With a
results‐oriented approach, a passionate commitment to our client’s core
businesses and a relentless work ethic, Beckerman Public Relations is the perfect
partner for your communications needs.
This non‐profit, charity care hospital in Browns Mills, N.J. came to Beckerman Public
Relations to conduct crisis management; specifically, mitigate fallout over a
potentially costly and embarrassing lawsuit resulting from a poor outcome with a
pediatric charity care patient. After successfully overcoming the initial crisis,
Beckerman Public Relations continues to work with Deborah Heart and Lung to create
a national name for the local hospital, its various services and
its doctors, create
reservoirs of goodwill with the surrounding community, secure strategic media to
support Deborah Hospital Foundation's philanthropic campaigns and position the
hospital as a top‐tier medical facility that offers big‐city services and physicians in the
heart of Burlington County.
Since Beckerman Public Relations has been working with Deborah Heart and Lung
center, the hospital has received an onslaught of strategic editorial coverage that has
enabled it to decrease its overall advertising spending. Not only has the hospital’s
positive news been featured on a regular basis in local media, including the Burlington
County Times, Philadelphia Inquirer, South Jersey Magazine, and scores of community
newspapers, but the hospital and its doctors have also been featured nationally on CNN
and the Associated Press Newswire as well as in national magazines, including
Prevention, Family Circle, Shape and more.
When this early‐stage medical technology company wanted to commercialize its
electrotherapeutic technologies, it turned to Beckerman Public Relations to
break through a crowded market and establish credibility for a field of medicine
often referred to as junk science, while solidifying its brand reputation over
numerous vertical markets and strengthening bonds with critical medical and
regulatory stakeholders.
Beckerman Public Relations was hired to help a small nonprofit organization that
provided financial assistance to underinsured patients implement
a two‐pronged PR
approach that first created brand awareness among potential beneficiaries
(underinsured patients who needed financial assistance for their
treatment costs) and
then evolved to expanding name recognition among potential donors as beneficiary
numbers increased. Credibility for company spokespersons and 3rd
party testimonials in
spite of the organization’s infancy (established in 2003) and lack of a proven track
record was critical, as was generating buzz surrounding the organization’s work without
having received any prior media coverage.
Drafting case studies to boost credibility, Beckerman Public Relations reached out to
local media affiliates to share individual patient stories while
simultaneously
positioning board members as experts on health care coverage and the crisis of the
underinsured.
As name recognition skyrocketed through strategic media placements in publications
such as CNN.com, Health.com, the Los Angeles Times, Fitness Magazine, All You
Magazine
and more, the organization soon realized that it needed to also
enlist the
help of potential donors, as funds were leaving the organization
faster than they were
coming in. In response, Beckerman Public Relations shifted the media focus from
consumer‐driven publications to trade‐related media outlets, resulting in placements in
Modern Healthcare, Pharmaceutical Digest, Physicians’
News Digest, and
Managed
Healthcare Executive,
which helped increase financial donations and continue building
name recognition among a broader audience.
Beckerman Public Relations was retained by Performance Health Technologies to
launch its innovative wireless rehabilitation system. Recognizing that a
generation raised on video games inspired efforts to create such
tools, and
leveraging tremendous media interest in the launch of Nintendo’s long‐awaited
Wii
gaming console, Beckerman Public Relations sparked a wave of media
interest in Performance Health Technologies as an example of gamers turning to
technology as a valuable, new form of exercise.
Beckerman Public Relations helped Performance Health Technologies raise its
profile among its target audiences, including: stroke survivors/patients and
families, physical therapists/physicians, hospitals/skilled care/nursing homes/long‐
term acute care centers, as well as investors and analysts through strategic media
placements that included: The Times, CNN.com, Scientific America, The Denver
Post, Orthopedics Today, MedStar
TV, CNET and others.
HEALTHCARE: PERFORMANCE HEALTH
Whether you are an emerging technology or an established company
with a
widely‐used technology, Beckerman Public Relations will partner with you to
develop relationships with key industry media, raise consumer awareness of your
product through strategic print and broadcast placements, establish industry
credibility and develop air cover for your sales and business development people.
Working with the U.S. Dept. of State to promote programs aimed at improving
communication within populations with whom we’ve faced long‐standing
international relations challenges through new and social media platforms,
Beckerman Public Relations simultaneously undertook a massive media relations
and social media outreach campaign designed to leverage the escalating media
interest in President Obama’s
"aggressive soft diplomacy."
At the deadline for the contest, the total number of videos reached 191,
representing an increase of approximately 156%, with 122 videos uploaded over
the final seven days of outreach. Since Beckerman Public Relations began work on
the project, the number of videos increased from 49 to 191, an increase of 390%.
As a result of the campaign, MetroStar’s
CEO, Ali Reza Manouchehri, was
interviewed by journalists from prominent media outlets, and the
number of web
users exposed to X‐Life (not including blogs) surpassed 230 million, including
coverage by The Associated Press, The Wall Street Journal, CNN.com, and video
segments produced with Al‐Jazeera
and ABC News Network. The cell phone
application was downloaded by over 1,000 new users.
How did Beckerman Public Relations establish a small data storage firm as a
leader in the industry prior to the company having a marketable product,
proven track record or commercial success in the field?
Beckerman positioned the company’s Chief Technology Officer as an expert on
digital archiving and data storage, as well as a reliable source
on matters
regarding identity theft, disaster preparedness and industry trends. We also
leveraged this with previous media successes and drafted by‐lined articles to
garner additional interview opportunities and to establish credibility in the field.
These strategies allowed Beckerman to generate stories about upcoming trends
in the market to create a buzz about Casdex and its executives in the general
business and technology media, reaching the company’s target audience
through strategic placements in publications such as Processor Magazine,
Network World, Datamation, eWeek
and more.
Beckerman Public Relations was hired to help establish a small, minority‐owned
firm as a leader in the already‐saturated Radio Frequency Identification field for
both independent and government contractors. Controlling the message was
critical, as there was a delicate balance between achieving too much and too
little press due to the clients that the organization represented (government
institutions, which oftentimes did not want the details of their
contracts to be
disclosed).
To skirt this issue, Beckerman positioned the company spokespersons as experts
on the Radio Frequency Identification field, as well as reliable
sources on all
matters regarding data management/control and industry trends. These media
successes were then leveraged to garner additional interview opportunities, which
led to establishing credibility in the field without going into too many details about
the organizations that ASFT represented.
For technology service providers like Spare Backup, building a data storage
brand from scratch required a strategic media relations campaign
designed to
raise awareness and protect against new competitors by going directly to tech
influencers and establishing credibility.
Next‐generation search engine, Collexis, has potentially manifold applications
across a wide spectrum of industries, with a current focus on the life science
research and academic community. But while dynamic marketing opportunities
abounded, Collexis faced significant branding challenges. Its greatest strength ‐
the product’s unlimited applications – was also its greatest weakness. As a
relatively new company with a nascent brand, it was critical to craft a focused,
disciplined and holistic narrative to capture the company’s heartbeat – the
marriage of Web 2.0 technologies to the life science community.
TECHNOLOGY: COLLEXIS
In the wake of enhanced SEC filing requirements, Vintage Filings, LLC was founded
to provide the newly‐mandated EDGAR filing services required by the SEC. With
well‐known and established competitors in the market, this fledgling company
turned to Beckerman Public Relations to reach its consumer base of public
companies, mutual funds, investment management firms, law firms and individuals
that are required to file periodically with the SEC. Through a targeted business‐to‐
business campaign, Beckerman Public Relations was able to reach potential clients
and help Vintage Filings become a large industry force – the company became so
successful that it was subsequently purchased by a large, multi‐national newswire
company.
One University Plaza, Suite 507Hackensack, NJ 07601T: [email protected]
Michael BeckermanChief Executive OfficerBeckerman Public Relations
![The American School of Ragtime Piano Playing … The American School of Ragtime Piano Playing [Beckerman, H.J. (with F. Henri Klickmann as arranger).] Author - Editeur: Chicago, IL:](https://img.pdfslide.us/doc/110x75/5ae1510b7f8b9a6e5c8e9a0c/the-american-school-of-ragtime-piano-playing-the-american-school-of-ragtime.jpg)
![September 2011The downside of external-debt reduction 1 THE DOWNSIDE OF EXTERNAL-DEBT REDUCTION Paul Beckerman* *Independent consultant [paul.beckerman@gmail.com]](https://img.pdfslide.us/doc/110x75/56649db55503460f94aa607f/september-2011the-downside-of-external-debt-reduction-1-the-downside-of-external-debt.jpg)
