Lisa Sanders wanted a simple yet sophisticated self-promotion that would explain what public relations was and generate interest for her PR business. “The message needed to distinguish my firm from rivals while also providing insight into the type of solutions Lisa Sanders Public Relations provides,” she explains. She also wanted it to be compelling enough to keep the recipient from pitching it into the garbage after reading it.
Many businesses provide public relations services. Some are well-known brands; most are not. Sanders has found that the majority of the latter tend to sell themselves using corporate-speak — words like “communications” and “messaging” — which she describes as “long on syllables but short on description and passion.” She wanted to take a different approach that combined sophistication with simplicity.
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