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1
Bell Pottinger USA 115 Broad Street, Suite
300 Boston, MA 02110 p 617.210.4755 f
617.210.4788 www.bellpottingerusa.com
2
who we are

• Bell Pottinger USA (BPUSA) is a full-service,
  multidisciplinary public relations and government
  affairs agency. We serve all sectors, including
  technology, clean energy, health care, education,
  non-profit, consumer, travel and tourism. We
  advise companies and governments, businesses and
  political leaders. We build competitive
  reputations for our clients' brands, products and
  services.
• Headquartered in Boston with offices in New York
  City and Washington, DC.
• Part of the Chime Communications PLC of worldwide
  communications agencies, and sister agency to The
  Bell Pottinger Group the largest independent
  agency in the United Kingdom.
• Boutique firm with large agency resources and
  influence
• Collaborative attention coupled with global reach
• Veteran experience in political management
• Senior staff account management
• Measurable results
• Serves as a media gateway between Europe and
  North America.

3
some of the clients weve worked with

• Highmark Pennsylvania's largest health insurer
• Sopheon global provider of product life cycle
  management systems
• The National Organization for Rare Disorders
  federation of rare disease organizations
• The Heart Failure Society of America leading
  medical society foundation
• INOV8 infection control devices
• The Open Learning Exchange educational resource
  provider
• Maxwell Technologies energy storage solutions
• Lagan provider of customer relationship
  management and enterprise case management
  solutions
• Fortnum Mason historic store in London
  offering specialty goods
• Indian American Security Leadership Council
  bi-partisan organization dedicated to creating
  closer ties between India and America
• The Ignite Clean Energy Competition MIT
  sponsored clean energy development organization

4
how we work

• BPUSA develops and executes communications
  programs and tailored projects that exceed client
  goals and deliver measurable results.

Key Activities Analyst Relations Award
Submissions Brand Planning Byline Articles/White
Papers Business Development Lead
Generation Channel PR Competitive Guerilla
PR Crisis Issues Management Customer Partner
Story Placements Global PR Campaign
Management Media Relations Business, Trade,
Vertical
News Release Writing Press Conferences
Events Product Launches Product
Placements Product Reviews Regional Sales PR
Support Speaking Opportunities Strategic Counsel
Message Development Trade Show
Support User/Partner Conference Management
5
PR basics

• What is public relations? How is it different
  from advertising?
• Cost
• Control
• Credibility
• Attractiveness
• Creating a PR plan defining your goals and
  objectives.
• What do you want to talk about?
• Who do you want to talk to?
• Help from your friends building a contact list
• What are contacts?
• How do I keep track of my contacts?
• How do I expand my contact list?

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other PR terms and tools

• What is a press release?
• A press release is a document designed to
  provide the media with information relating to a
  specific initiative, product or development at
  your organization. It also contacts basic info on
  your organization and contact info.
• What is a media list?
• A media list is a list of specific media outlets
  (whether they be print, tv, radio or electronic)
  as well as specific contacts at those outlets and
  what their beat is (what topics they cover).
• What is an editorial calendar?
• Editorial calendars are released by magazines at
  the beginning of the year and contain info on any
  special sections or editions the magazine will do
  throughout the year.
• What is an op-ed and bylined article?
• A bylined article is attributed to a source
  rather than being anonymous and is usually an
  opinion piece. Similarly, an op-ed is an opinion
  piece usually written in response to another
  piece in a previous issue a publication.
• What role do awards and speaking opportunities
  play in PR?
• Awards and speaking engagements present great
  opportunities to communicate your organizations
  message in person, which is always the most
  effective type of communication.
• What is a pitch, how do you create and execute a
  pitch?
• A pitch is an effort to convince an editor or
  reporter to talk about your issue or
  organization, a good pitch is clear, short and
  has a good hook, which is simply something that
  gets the target interested in learning more.

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PR tactics

• Proactive PR tactics
• Op-ed
• Bylined article
• Regular contribution to newspaper, magazine or
  other media
• Reactive PR tactics
• Letter to the editor
• Positioning yourself as a resource for
  writers/editors
• Paid PR tactics
• Advertorials
• MAT Releases
• Radio News Releases

8
thank you

• Tom Nadolski, account managertnadolski_at_bellpottin
  gerusa.com
• [phone]
• 115 Broad Street
• 3rd Floor
• Boston, MA 02110
• www.bellpottingerusa.com