Seven Steps from Think to Ink
InkPathTM is WATT's comprehensive, proven process to obtain story placements for our clients.
Step 1: Understand
Some clients may simply want to generate awareness about a particular line of products.
Some may feel pressure to establish their brand as a thought leader within an influential industry segment.
Understand Client Objectives
Some clients may simply want to generate awareness about a particular line of products.
Some may feel pressure to establish their brand as a thought leader within an influential industry segment.
Step 2: Develop
No matter what the objective it's essential for clients to have sound, supported key messages that can resonate in the marketplace.
Develop Key Messages
No matter what the objective it's essential for clients to have sound, supported key messages that can resonate in the marketplace.
Step 3: Identify
Based on client objectives and key messages, WATT utilizes talent and technology to identify existing editorial opportunities — as far as 12 months out — so our clients fit into appropriate publication issues.
We always conduct briefings with key editors and subject matter experts to identify story opportunities that may not be readily apparent.
Identify Opportunities
Based on client objectives and key messages, WATT utilizes talent and technology to identify existing editorial opportunities — as far as 12 months out — so our clients fit into appropriate publication issues.
We always conduct briefings with key editors and subject matter experts to identify story opportunities that may not be readily apparent.
Step 4: Query
After we identify opportunities we approach each media outlet based on their stated 'rules of engagement'.
Often we write detailed abstracts or story proposals so editors can provide input prior to us dedicating full-fledge writing resources.
Once abstracts are approved that's when we move forward to develop the content. And always, we have the readership's needs in our scope.
Query Media
After we identify opportunities we approach each media outlet based on their stated 'rules of engagement'.
Often we write detailed abstracts or story proposals so editors can provide input prior to us dedicating full-fledge writing resources.
Once abstracts are approved that's when we move forward to develop the content. And always, we have the readership's needs in our scope.
Step 5: Create
WATT professionally writes feature articles, press releases, bylined articles, sidebars, photo captions —you name it — to meet editorial opportunities and our client needs.
We coordinate input from multiple client contacts and work with legal departments to ensure compliance before it leaves our doors.
Generate Content
WATT professionally writes feature articles, press releases, bylined articles, sidebars, photo captions —you name it — to meet editorial opportunities and our client needs.
We coordinate input from multiple client contacts and work with legal departments to ensure compliance before it leaves our doors.
Step 6: Place
We work with editors to secure placement and provide any additional information and digital assets — i.e., high resolution photography, application photography, charts, graphs, etc., — to enhance the story visually.
Place Stories
We work with editors to secure placement and provide any additional information and digital assets — i.e., high resolution photography, application photography, charts, graphs, etc., — to enhance the story visually.
Step 7: Report
Naturally we monitor the placement and impressions then clip and digitally scan for inclusion in client reports.
We realize for some clients it's important to 'dollarize' good press to show a return on investment.
We use customized formulas based on agreed-upon values with clients to generate advertising value equivalencies (AVE) to help provide context of the worth and value of earned media.
Report Comprehensively
Naturally we monitor the placement and impressions then clip and digitally scan for inclusion in client reports.
We realize for some clients it's important to 'dollarize' good press to show a return on investment.
We use customized formulas based on agreed-upon values with clients to generate advertising value equivalencies (AVE) to help provide context of the worth and value of earned media.