**Please read this all the way to the end - we're not looking for a beginner publicist here!**
I'm currently working with a Venture Capital Consultant on a business plan, financial model and pitch deck to raise money via an Angel Investor for a new, unique, online course to do with marriage/relationships/commitment. We need to find a publicist, ideally in the USA, who can work with us and provide costs for a five year publicity model.
With an anticipated launch date of November (if investment goes to plan) we would look to do an initial 3 month push to broadcast media in particular, to get an initial buzz and uptake of the course... and then drop the spend to a more modest monthly investment which would then continue for five years, and peak each time new products are rolled out on the website, which will include further courses, versions of all courses in Spanish, a non-fiction book, etc.
So your ideal experience would include success with broadcast media exposure for clients first and foremost. This course is related to families/relationships, so it is of 'general' appeal, mainly to women, but there are also going to be future options directly targeted at men. It would be great to also see that the publicity gained in USA media was taken up by foreign media, especially UK, Australia, NZ, Canada... [Please note that as courses will also be released in Spanish, Spanish language ability would be advantageous, but certainly not essential.]
There is also a lot of potential for engaging bloggers who would do the course and then promote it (in return for affiliate commissions), small spots/mentions in women's mags such as Cosmo, O mag, etc; plus we would need to build my personal brand as a relationship expert. We will be aiming to get me speaking engagements at major events, build relationships with influencers, etc.
Please note that at this stage, the job is dependent upon us getting the investment - but we are quite confident of that based on the potential success of the course.
I am working with a seasoned investment banker and I personally have 15 yrs in marketing and PR, so we know what we're doing and want to work with someone who has a track record. We're okay with working with an agency too, of course. I've had a bad experience with a young publicist in the UK who promised the world for my last book promo and just cost me time and money to actually deliver nothing. Therefore, I'm not looking for the cheapest person, and happy to set a fee for the first three months, and work on a hourly basis after that (to give you an idea, we're looking at an initial investment of something like $5000 per month, then from months four onwards dropping down to a 'maintenance' amount of $500/month for six months, then increasing to $750 a month, $1000 a month etc - stepping it up every six months until the fourth year where we'd be back at the $5000 a month model).
What we're looking for is someone with a track record. I'd like to see clients you've worked for who can directly relate results to publicity gained. I know it can be hit and miss, seasonal, and you can never guarantee anything in PR, but we need to show an investor the potential impact on course sales we could have from spending this much on PR. We're not looking for someone who is new to the game and we understand that experience costs. You will need current contacts with broadcast media, and women's magazines and bloggers. An entry into men's magazines for a future rollout would be fantastic too.
Look forward to hearing from PR superstars!