The Hoffman Agency Launches Broadcast Services Practice

Responding to increased market demand for broadcast expertise, high-tech public relations firm The Hoffman Agency (www.hoffman.com) has launched a Broadcast Services Practice. Hoffman’s complete portfolio of broadcast services is designed to help high-tech companies take full advantage of the airwaves as a vehicle to tell their company stories. Sheri Baer, a television professional who spent 13 years in the industry before joining Hoffman in 1998, will head up the new practice. The portfolio includes executive broadcast training, broadcast PR strategy and media relations, and production of video news releases (VNR), B-Roll and multimedia content for the Web (www.hoffman.com/highimpact.html).

John Radewagen, vice president corporate communications, says Hoffman is responding to a huge market opportunity for PR-centric broadcast expertise. “We’ve observed a real disconnect in the PR industry. We either see broadcast tactics being implemented by PR professionals who don’t know broadcast or by broadcast professionals who don’t know PR,” said Radewagen. “We have a unique offering - a practice being led by a broadcast pro who has been immersed in PR, and that blended perspective delivers outstanding results for our clients.”

Radewagen says the Agency has already established a strong broadcast track record with award-winning VNR and multimedia content production, and the formation of a formal broadcast practice is the natural evolution of the Agency’s long-term strategy to provide a solid corporate communications foundation for high-tech companies.

According to Baer, the challenging economic climate means it’s more critical than ever to effectively communicate a company’s vision and roadmap. “Television can deliver both reach and impact, yet we see so many missed opportunities - from executives not telling their story well to badly produced B-Roll that will never see the light of day,” said Baer. “That really motivated us to take our services beyond our internal client base. There just aren’t that many PR agencies that have mastered the broadcast medium, so we think our services will be highly valued.” Baer has tapped into her own experiences as a former journalist to shape the Agency’s broadcast approach.

Executive Broadcast Training: Preparing for Prime Time

“Long-winded answers, staccato delivery, non-stop tangents - I saw it all when I was a reporter. Being on the PR side of things, I now realize a good interview isn’t just natural talent,” said Baer. “Even if executives are media savvy, they still may not be ready for prime time. But with the right training, executives can consistently deliver with confidence.” Hoffman’s broadcast training programs are designed to help executives achieve this level of performance by offering a behind-the-scenes look into how members of the broadcast media think. What are reporters looking for in an interview? What makes a good sound bite? Hoffman puts executives through the paces, honing corporate messages, bridging techniques, style and delivery through a series of on-camera mock interviews.

Broadcast Production Services: Packaging Content for Visual Storytelling

According to Baer, distributing company news effectively through the broadcast medium - whether through television or the Internet - requires quality, professional video production. “I can’t tell you how many B-Roll tapes I threw into the recycle bin in my ‘previous life.’ If the tape isn’t produced right, it’s basically useless. And a big waste of money.” Baer says good B-Roll makes a producer’s job easier. “The guiding principle, really, is simplicity.” Hoffman’s broadcast production services, including video news releases, B-Roll and multimedia content for the Web, are designed to enhance clients’ PR strategies. Particularly when competing for coverage, Baer says good visuals can tilt the decision in a client’s favor. “From a producer’s perspective, a video in hand is worth two stories off the wires.”

Broadcast Strategy and Media Relations: Breaking Through the Noise

“We’ve seen days where 200 companies were announcing earnings. That’s some serious noise to break through,” said Baer. Beyond the obvious tactics - offering up top executives and supplying corporate B-Roll - Baer counsels clients on compelling storytelling. She leverages her own experience and extensive network of contacts at key news outlets to help companies generate broadcast news coverage. “It goes beyond the company and even the CEO. You have to explain why the news matters and why anyone should care.” Baer frequently notices executives simply listing facts and figures. “Even if they get the airtime, they’re still not breaking through the noise. Unless they have something important to say, no one is going to remember them.”

About The Hoffman Agency

PRWeek’s “Mid-size PR Agency of the Year” and PRWeek Asia’s “Asian Network of the Year,” The Hoffman Agency helps high-tech and Internet companies communicate compelling messages across the globe. With 12 offices worldwide, the Agency has a strong presence in the world’s major technology centers, including Silicon Valley, Asia Pacific and Europe. Current clients include Hewlett-Packard Company, Philips Semiconductors and Sony Electronics. For more information, visit www.hoffman.com.

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