As a start-up company, the most critical public relations campaign you'll undertake is no doubt the introduction of a new product line. John McCoy has done plenty of publicity campaigns for new products. While employed at Computer Land Corporation from 1983 to 1985, one of Mr. McCoy's duties was to prepare press releases for new products to be carried by the computer products giant. He will research and work with you in compiling a media list tailored to your product line. He'll then assemble a press kit that is sure to attract media interest. The time consuming part is identifying, contacting, pitching media, and follow through. That's where our experience in publicity will make the difference. To do a successful publicity campaign for a new product roll out, from the preliminaries to follow-up, and to achieve maximum results that will complement your paid advertising efforts, requires a minimum of 15 billable hours over several weeks.

My hourly rate is $60 per hour, which is considerably less than what you would be charged for the same level of experience by large PR agencies. (We don't have the overhead that they have.) We charge you only for actual time spent on your project. The fee includes out-of-pocket expenses, with the exception of long distance phone calls to editors and publishers. The total fee is estimated to be a minimum of $900. For about the same fee, we can prepare a publicity campaign with a different objective in mind. Perhaps you may be trying to attract investors to your new venture. We can target those publications your potential investors are most likely to read and then follow the same procedure we've outlined above. A publicity campaign for the introduction of a new product may be just the first step in your marketing strategy. Strategic, or long-term public relations, is much more involved. It takes about 90 days to build a PR foundation and then follow up on leads generated by the initial effort.

The foundation laid in the first 90 days will dictate how you can build your public awareness over the coming years. Thinking beyond 90 days requires much more effort. Our fee for a strategic public relations campaign is $2,400 per month for 3 months or $7,200 total. That may seem steep, but if you consider that you couldn't hire someone for $2,400 a month with my level of experience, then the cost is certainly justified.

• Press Releases for Newsworthy Events Concerning Your Company
• Speech Writing / Arranging Speaking Engagements
• Writing Technical Articles for Your By-Line to Submit to Publications
• Sales Brochures, Catalogs, Events, News Conferences, etc.

Specialized Research and Writing Projects
Perhaps you have a specialized topic that you wish researched, or need a report written (a marketing plan, competitor profile, analysis, speech, press release, cover letter, etc.), you name it, we can do it. I have no objection to ghost writing articles.  In fact, I've written a book at one of my client's request.  Many individuals, start-up businesses, and companies have availed themselves of my writing and research capabilities. My hourly fee for special research and writing is $60 per hour. Once you've given me the parameters of the research project, I'll then give you an estimate.

Contact Our Business Consultants in Berkeley, California, for Business Plan Consulting and Business Plan Preparation for Businesses Seeking Funding.

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