What is pay-for-performance PR? It's pretty simple, really. Our job is to get you positive media coverage in the outlets that help you the most. When we get you lots of great media coverage, you pay more. When we don't, you pay less. You don't pay for effort. You don't pay based on how many minutes someone spent thinking about you and working on your account. You pay for results. We've developed a number of different compensation plans designed to fit almost any sized company with almost any sized budget. And while the plans may vary, one thing does not: the bulk of our compensation is based on whether or not we are successful in securing the media coverage that will help you and your marketing goals the best. No tricks. No gimmicks. Just real accountability for real results.
Today's media is evolving and reaching even more audience through online networks such as forums, social communities and micro-blogs like Twitter that can engage your audience to comment and share your story.
How long has INK been around?
INK was born in March, 1997, from Richard Grove's experience and frustrations with traditional firms' structure and compensation. Grove believes that a PR firm should share in the financial risk with the client by providing a more accountable method of compensation based on actual media results. It's an old-fashioned idea that seems to be catching on since more and more PR firms are attempting to adopt INK's pay-for-performance model as clients demand better ROI on their PR investment. But the traditional compensation culture of fat retainers based on inflated hourly fees and overhead does not easily morph into INK's more client-focused method, and failure is usually the result.
What do you mean by "pay-for-performance"?
"Pay-for-performance," Pay-for-results" and "performance based compensation" are interchangeable terms that INK defines as being paid for actual media placements, not by the hour. With pay-for-performance model, the bulk of our compensation is based on whether or not INK actually gets you the media coverage you want.
Are there any hidden charges?
All of our charges are clear and stated up front. In addition to charges for media coverage, INK's clients are asked to pay a one-time startup fee and a small monthly maintenance fee that covers general administration and service of the account.
Can I afford you?
INK works with a varied range of budgets typically between $25,000 and $200,000 annually.
INK also works on shorter projects for a flat fee based on the assignment. We prefer that part of this fee have some sort of results compensation tied to it.
Would you be willing to be paid based on how your PR efforts impact our bottom line (i.e. percentage of sales/new leads, etc.)?
Traditionally, INK does not base its compensation on this kind of metric because so many other elements that we don't control may effect measurement.
What kinds of clients does INK service?
Most of INK's clients are small-to-medium sized enterprises including entrepreneurial startups. However, we pride ourselves on our ability to fit into the overall structure of large corporations, as well. INK can supplement internal PR/Marketing departments with our focus on publicity placements or we can offer full-service public relations that include strategic counseling, investor's relations and digital media. Additional services include media training, event planning, writing, and production.
What is meant by "virtual"? Does INK have a "brick and mortar" headquarters?
Yes. INK's corporate headquarters is located at 511 Delaware Street in Kansas City, Missouri. Because of our virtual model, we are able to attract senior level media talent across home offices scattered throughout the country and globally. Our use of modern technologies create an online office environment that is available 24/7.
What kinds of media?
INK specializes in securing coverage in top-tier national media. This includes broadcast, print and online outlets. In addition, we are very successful at placing stories in local and regional media outlets. We can focus on certain media markets and niche publications, or we can go after the broader national audiences...or a combination of both. Our clients have seen their stories and products appear on CNN, CNBC, MSNBC, The Today Show, MTV, E! and in the Wall Street Journal, USA Today, The New York Times, InTouch, People, Forbes and many, many more. We have also had success with reaching out to more targeted media in the trades and online digital media.
Do you guarantee media coverage?
The truth is, no PR firm can guarantee you coverage. And if they do, they're being dishonest. No one controls or manages the media. What we can guarantee is that you you will be paying for results rather than effort.
Does INK offer any other services beyond media outreach?
INK offers a full spectrum of PR services. From media training to event planning to social media consulting, INK is equipped for all of your public relations needs.
Do you write press releases?
INK offers this service to clients but does not rely on press releases to get coverage. We understand the value of pitching a journalist directly and that crafting a good story line aimed at the right person is more effective than a press release or even an email blast.
Do you have good contacts at the major national news outlets?
Yes we do. But contacts alone don't guarantee media coverage unless we deliver a story that will get their interest and is right for their audience.
How do I get started with INK?
You can fill out our form on the contact page that tells us a little bit about you, your company and your goals. Or you can call us at (866) 753-6222