Our Services

We specialize in media and analyst relations, the practice area in public relations that focuses on generating and/or managing press and analyst coverage and communicating with audiences whose publicly-stated opinions influence our clients’ success. It is a practice that is mostly art, but has a bit of science to it, too. Described below are the elements in Antenna Group’s formula for effective media and analyst relations.

Positioning
Strategy Development
Media and Analyst Outreach
Press Materials and Press Releases
Executive Profile Development
Trade Shows and Executive Conferences
PR for Events
Media Monitoring
Media Analysis
International PR


Positioning

The development of positioning and messaging is a fully immersive process that involves executive management, the client’s entire account team and Antenna Group’s in-house research staff to review your product/service, customers, competitors, and market. We examine your customer profile, the pain and opportunity you face in the marketplace, your market segment definition, key value propositions, competition and competitive advantages. Combined, these components inform our development of a strategic public relations plan with clear objectives and measurements. Messaging meetings are held as needed to adjust positioning to gain and keep market leadership.


Strategy Development

Together with our clients, we clarify our end goal(s) and envision what PR success will look like. We then strategize for great coverage. In our meetings and regular conversations with clients, we actively listen for unexpected story angles and connections. We use imagination to recognize and lead new trends. We conduct thorough research to identify our client’s priority media outlets and adjust the list as necessary for each piece of news. We identify "best-possible" media coverage for each story, then shape the story appropriately to fit the priority target(s).


Media and Analyst Outreach

Knowledge and preparation are everything in working with journalists and analysts. We place a great deal of importance on conducting thorough and intelligent research before we put out any communication on behalf of our clients.

For analysts, we know their coverage areas, the type and level of influence they have—including who is quoted widely in the media—and the markets in which they compete.

For journalists, we know the audiences they serve, we follow their beat and track what they’ve already covered. We try to think like they do in order to anticipate what they’ll need and what will interest them.

We maintain editorial calendars for top-tier business and technology publications and conduct client-specific research on editorial calendars. We subscribe to services that distribute daily inquiries from journalists, and we pitch all relevant opportunities and suggest new and fresh angles for proposed topics.

Throughout all of our efforts, we anticipate and prepare for potential pitfalls in order to minimize risk and maximize success. We know when to use a rifle and when to use a shotgun to get our message out, and we deliver it in smart, hype-free communications. In all cases, we deliver bright ideas, superior follow-through and service.

The result is positive and strategic coverage for our clients.


Press Materials and Press Releases

We create clear, informative and inclusive materials. We know the kind of information journalists need and want, understand what works and what doesn’t, and offer strong writing and editing skills. Antenna minds the details.


Executive Profile Development

Antenna Group crafts its CEO program to reflect the needs and availability of the individual. Below are examples of some of the standard practices that have proven successful with Antenna client CEOs.

• Dinner Salons—Each month, Antenna hosts one to two dinner salons at outstanding restaurants that bring together client CEOs and CTOs with top-level media and analysts. The dinners—on relevant, timely topics in the tech industry—enable our clients to network and ultimately create important relationships with influential media. No other agency has been able to imitate Antenna’s Salon success.
  
  
• Speaker program—Appropriate venues are identified for client CEOs to give company presentations or participate in panel discussions. Antenna has developed relationships with conference organizers and regularly places client executives in prominent speaking positions at industry conferences. We draft and submit speaking proposals, pitch organizers, confirm arrangements, and assist in media training and rehearsing.
  
  
• Media training—A 30-year veteran of the broadcast news industry conducts Antenna’s media training sessions for executives. Our trainer combines supportive coaching with attack-dog techniques to prepare clients for anything. Sessions are repeated as needed.
  
  
• Bylined articles—Antenna Group researches and identifies appropriate vehicles for client CEO articles. Using our knowledge of industry trends and the expertise of the CEO, Antenna crafts an article outline and works with the client marketing team to develop a thoughtful, compelling piece. Once approved, Antenna pitches the article to a select group of top-tier outlets. We extend the life of the byline feature by re-working it for submission to additional outlets.

Trade Shows and Executive Conferences

Executive and vertical industry conferences are an important part of a successful public relations program. We maintain an extensive calendar of conferences; build client-specific lists; subscribe to services that provide data on conferences; tap into the grapevine for word on which are successful and which may be struggling; study media pre-registration lists and media coverage of events as barometers; and attend prestigious conferences ourselves to network with media and conference organizers.

PR for Events

In addition, and often as an add-on program for our full service clients, Antenna Group offers public relations for special events.

Following are examples of our work:

EXECUTIVE CONFERENCES


In Fall 2000, usability expert Jakob Nielsen initiated the Nielsen Norman User Experience conference series with an *11 city, seven country world tour. The successful tour led to the creation of an on-going series. Antenna Group is responsible for managing the public relations efforts for the series, working with PR agencies in other countries and handling all the media outreach in the United States. Coverage of the conference and the usability reports released at them has been extensive, appearing in publications ranging from the New York Times to the Sydney Morning Herald.

BOOK RELEASE EVENTS


New Riders Publishing, Indianapolis, 2000.



Homepage Usability: 50 Websites Deconstructed
Book by Jakob Nielsen and Marie Tahir
New Riders Publishing, Indianapolis, November 2001

Usability expert Jakob Nielsen is the author of several highly regarded books on usability. Antenna Group has worked with Dr. Nielsen's publisher, New Riders, to manage world-wide publicity efforts for "Designing Web Usability" and "Homepage Usability: 50 Websites Deconstructed." Special events attended by high-level media were planned around the releases of the books. Coverage resulted in publications ranging from the Wall Street Journal to PC Magazine.

NON-PROFIT EVENTS

Alexa Internet Donation Of World Wide Web Archive To The Library Of Congress

In October of 1998, Alexa Internet, donated a copy of the entire public World Wide Web to the Library of Congress, in the first large-scale contribution of digital materials received by the institution.

The donation, comprising two terabytes of Web content, was in the form of an interactive digital sculpture containing 44 digital tapes alongside four computer monitors, pictured above. Titled World Wide Web 1997: 2 Terabytes in 63 Inches, the sculpture, by renowned digital artist Alan Rath, intermittently flashes pages from the 500,000 sites gathered and stored by Alexa Internet. The digital sculpture includes text, images and audio files representing a full "snapshot" of the Web from early 1997.

Antenna Group provided national media relations leading up to and for the unveiling event held September 15, 1998 in Washington, DC.

Publications that covered the event included: the New York Times, Wall Street Journal, USA Today, Washington Post, Associated Press, Industry Standard, Wired and MSNBC.

In October 2001, Antenna Group managed the media relations efforts for an event launching the Internet Archive's Wayback Machine (web.archive.org)Ê -- a tool that enables any person to go back in time and surf the Web "as it was." The event, held at UC Berkeley's Bancroft library, was sponsored by the non-profit Internet Archive, which has catalogued virtually the entire Web since 1996 and continues to build its collection every day. Antenna invited top-tier media to the event, and, as a result of the launch, secured a front-page story in the Los Angeles Times, as well as extensive print and broadcast coverage including the New York Times, the Wall Street Journal, USA Today, the Washington Post, BusinessWeek, Newsweek, BBC News, ABC News, CNN, the International Herald Tribune, Business 2.0, Associated Press, PC Magazine, the San Jose Mercury News, Yahoo Internet Life, and Salon.

Invitation:


SURF THE WEB AS IT WAS

The Internet Archive is celebrating its 5th anniversary by introducing a next generation library - the Wayback Machine - and we would like to invite you to its launch. We're opening our 100-terabyte database to the public so every single person around the world can now surf the Web as it was.

The Internet Archive has gathered 10 billion web pages since 1996, forming a comprehensive library of the Web's digital past, preventing the Internet and other "born-digital" materials from disappearing into the past. Collaborating with institutions including the Library of Congress and the Smithsonian, we are working to permanently preserve a record of public material.

Numerous Web luminaries will be attending in support of this highly worthy, not-for-profit cause and we would love for you to be there as well.

• Percentage of articles that contain pre-defined messages
  
  
• Placement and tone of media received: positive, neutral or negative
  
  
• Audience reach, size and target
  
  
• Penetration across ALL media sectors: print/trade, print/mass consumer, print/business, online media, broadcast/television, broadcast/radio, wire services, webcasts, and international media outlets, in conjunction with the client’s specific target demographics and DMAs
  
  
• Percentage of articles that contain quotes and photographs of key client executives
  
  
• Website visits measured against mentions in the press
  
  
• Client "share of media voice" against key competitors

International PR

Antenna can easily achieve top-level coverage in non-U.S. markets via our well-developed contacts. We have both foreign language and international PR practice expertise. For deep coverage, we believe programs are best served by agencies located within the specific countries. Antenna works with a global network of agencies to service clients’ international needs. We can help select agencies, but are also happy to work collaboratively with agencies selected by our clients.


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