{"id":1391,"date":"2019-03-22T15:03:34","date_gmt":"2019-03-22T15:03:34","guid":{"rendered":"https:\/\/web4.4imidev.com\/?p=1391"},"modified":"2026-01-05T07:21:56","modified_gmt":"2026-01-05T07:21:56","slug":"unique-industrial-pr-firm-celebrates-25th-year-serving-manufacturers-and-guaranteeing-results","status":"publish","type":"post","link":"https:\/\/web4.4imidev.com\/index.php\/2019\/03\/22\/unique-industrial-pr-firm-celebrates-25th-year-serving-manufacturers-and-guaranteeing-results\/","title":{"rendered":"Unique Industrial PR Firm Celebrates 25th Year Serving Manufacturers and Guaranteeing Results"},"content":{"rendered":"\t\t
\n\t\t\t\t
\n\t\t\t\t\t
\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Power PR, an industrial PR firm that specializes in generating a large volume of print and online trade editorial articles that promotes their clients for branding and lead generation, is\u00a0celebrating its 25th<\/sup>\u00a0year<\/strong>\u00a0in business in 2016.<\/p>

Perhaps more impressive, Power PR is still delivering the same highly successful marketing publicity program for lead generation, initially conceived in 1991 by company founder John W. Elliott.<\/p>

Another key element that has not changed in the past 25 years is the company\u2019s guarantee of published articles. Elliott pioneered the concept of\u00a0performance-based PR<\/a>\u00a0and to this day the company continues to guarantee clients up to 55 published articles per year, depending on the program. All contracts are month-to-month with no retainer fees.<\/p>

The manufacturing industry has fluctuated between upturns and downturns, and the publishing industry has also changed dramatically, says Elliott. However, the basic formula required to generate promotional articles in quantity remains virtually the same.<\/p>

To achieve these goals, Power PR utilizes professional technical writers to create feature-length editorial (not advertising) articles that promote and differentiate the clients\u2019 product or service. Whenever possible, the articles include third-party endorsements from customers or industry experts. The company then uses dedicated media relations specialists that call and e-mail editors to secure placements on a one-on-one basis. There are no blind e-mail blasts in the hope of the occasional placement.<\/p>

The end result of this approach is a larger-than-normal quantity of placements due to the quality of the articles and the polite pressure the company exerts on editors to consider and ideally publish as editorial.<\/p>

At that point, the final published article appears to have been produced by the magazine itself, giving it the credibility of an objective industry article. This differentiates it from a paid advertorial.<\/p>

By utilizing this formula, Power PR reached another significant milestone last year by crossing the\u00a025,000 published article mark<\/a>, a staggering number of articles for any PR firm.<\/p>

Articles address and handle key sales objections in a credible manner, says Elliott. This can help close sales and shorten the length of the sale.<\/p>

Elliott explains that the other aspect of lead generation is the large number of published articles, with repetition, over time. This is also the essence of brand building.<\/p>

Although Elliott is still actively involved in the company, at 78 years old, he now relies on his co-owners (and children), who have been with him since the beginning.\u00a0Heather Metcalfe<\/a>\u00a0has been with the company since its founding and is responsible for sales and accounting;\u00a0Jeff Elliott<\/a>\u00a0joined in 1993 as a feature article writer and later had stints as a media relations specialist and Account Executive. He is now the president of the company, where his main focus for the past 15 years has been overseeing all aspects of the delivery of the service.<\/p>

According to Elliott, although industrial print trade publications have become smaller and some have gone out of business, the primary difference in the past 25 years is the ever-increasing importance of the articles in the\u00a0online\u00a0<\/em>trades, which show up at the top of most search engine results. This has become such a major factor that Power PR now intentionally includes key search terms in all its articles to facilitate first and second-page results.<\/p>

In one client example for a manufacturer of cooling towers, industry online trade articles appear in 9 of the top 20 results using the company\u2019s primary search term in Google. Best of all, online articles can remain active in the results for many years.<\/p>

Ten years ago, clients would say they didn\u2019t want online articles, only print, but that has changed dramatically due to how manufacturers, purchasers, and engineers research products online, says Elliott. Now we have companies coming to us that are primarily interested in getting online articles. Power PR still advocates a\u00a0mixture of both print and online<\/a>\u00a0for best results.<\/p>

The only other wrinkle Power PR has added since its founding is a direct e-mail marketing campaign designed to generate immediate and ongoing leads to supplement the broader work of the article campaign.<\/p>

At any given time, 90% or more of the rest of its 30-40 client roster is comprised of manufacturers that sell to general manufacturing, electric utility power generation, oil and gas, aerospace, medical equipment manufacturing, water & wastewater, plastics, rubber, mining, and other industrial markets.<\/p>

For more information, contact Jeff Elliott, Power PR, at (310) 787-1940 or e-mail\u00a0jeffe@powerprllc.com<\/a>. Power PR is located at 20521 Earl Street, Torrance, CA 90505.<\/p>

<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

According to Len Saffir, a PR industry veteran and author of the\u00a0best-selling book Power Public Relations, the basic progression is to do in-house PR \u201cuntil a company becomes either big enough or smart enough to seek expert help.\u201d Ten Circumstances a Manufacturer Would Consider Getting Expert Performance Based Marketing Public Relations Help When your product is largely unknown.Like launching a rocket into orbit, it takes a tremendous amount of energy to launch a company or product from obscurity to a state of recognition. Both editors and potential customers will have a healthy level of skepticism that must be overcome through a series of credible published articles. That means discovering how your product or service is superior to the competition, credibly highlighting these features in an article, and then properly approaching editors to get it published in quantity. By comparison, once your product is known (\u201cin orbit\u201d), it naturally benefits from word-of-mouth and takes considerably less effort to publicize. When there is no acknowledged leader in your market category.A good PR firm with product publicity expertise can help establish a new market category in the mind of a target audience. This isn\u2019t possible by placing an occasional article or two. It takes a sustained volume of credible articles, usually in a variety of story types, including features and case studies, before an acceptable level of mindshare is captured and a new market category is established. One Caveat It is dangerous to create a new market category without establishing a clear leadership in the area. A \u201cgo slow\u201d approach, in fact, may allow nimble competitors to take over market leadership in a category you established. That\u2019s why it\u2019s critical for a volume of credible stories to be systematically created and published to keep up momentum. This will simultaneously rev up sales and discourage competitors from taking over any new market category you may establish. When you aren\u2019t\u00a0generating enough qualified sales leads\u00a0from traditional sources.In many cases, traditional forms of promotion and advertising, including direct mail and telemarketing, may be adequate. But if this isn\u2019t working to your satisfaction, then product publicity should be explored. When your gross income is flat or down.To improve on a bad situation, more aggressive steps are necessary than what you\u2019ve done in the past. A carefully crafted product publicity campaign will increase momentum and create new sales channels while enhancing those you\u2019ve already established. When sales reps spend more than ten percent of their time cold calling or trying to get past gatekeepers.For efficiency, the sales staff should spend the majority of their time on bids, quotes, and proposals \u2013 not making cold calls or circumventing gatekeepers. Proper product publicity will not only bring in a volume of leads but also improve lead quality \u2013 so the sales staff spends more time with prospects inclined to buy your product or service. When your product sells in a national market.Given a national market for your product, it makes sense to target the tremendous number of trade publications in both vertical and horizontal markets. Local angles can also be implemented for regional newspapers and TV, for example. When your product is newsworthy.The strength of PR is that it is placed as\u00a0content in publications\u00a0and inherently has more credibility than advertising. But newsworthiness must be highlighted and developed. If you\u2019re unsure if your product is newsworthy \u2013 even if you\u2019ve been told it\u2019s not \u2013 it\u2019s a good idea to consult an expert in marketing publicity to see if an appropriate angle can be developed. For example, successful case studies can often be developed around custom products since each application is unique. When at least 25 trade publications serve your market.Some markets have a hundred or more publications that speak to the needs of potential prospects. A small number of publications, such as three to five, may be competently handled by in-house PR staff. But the logistics and follow-up of dealing with the editors and staff of 25 or more publications are often too complex or time-consuming for in-house staff. This is where a product publicity PR expert\u2019s expertise, focus, and follow-up can help. When you have excess production capacity.When staff or facilities sit idle, it\u2019s critical to the bottom line to get them working since any sales past the break-even point can substantially increase profits. A critical volume of product publicity stories crafted to entice specific markets can keep production and profits at all-time highs. Where credibility is an issue.Because articles are vetted by editors and published as content, they\u2019re typically much more persuasive to readers than advertising. Ask yourself, would you be more likely to read and believe a published story or a paid-for ad when searching for a solution to a problem? Publicity, of course, can also be powerful in healing any past credibility issues.<\/p>\n","protected":false},"author":1,"featured_media":1393,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24],"tags":[],"class_list":["post-1391","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-powerpr-tips"],"_links":{"self":[{"href":"https:\/\/web4.4imidev.com\/index.php\/wp-json\/wp\/v2\/posts\/1391","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/web4.4imidev.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/web4.4imidev.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/web4.4imidev.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/web4.4imidev.com\/index.php\/wp-json\/wp\/v2\/comments?post=1391"}],"version-history":[{"count":5,"href":"https:\/\/web4.4imidev.com\/index.php\/wp-json\/wp\/v2\/posts\/1391\/revisions"}],"predecessor-version":[{"id":1397,"href":"https:\/\/web4.4imidev.com\/index.php\/wp-json\/wp\/v2\/posts\/1391\/revisions\/1397"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/web4.4imidev.com\/index.php\/wp-json\/wp\/v2\/media\/1393"}],"wp:attachment":[{"href":"https:\/\/web4.4imidev.com\/index.php\/wp-json\/wp\/v2\/media?parent=1391"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/web4.4imidev.com\/index.php\/wp-json\/wp\/v2\/categories?post=1391"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/web4.4imidev.com\/index.php\/wp-json\/wp\/v2\/tags?post=1391"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}