A mover and shaker by day, communications mastermind by night, Neta Yoffe has spent the past decade producing creative campaigns, securing media placements, connecting brands and delivering stellar results. The foundation of netaPR was built on breaking through the noise of promotion, influence opinion and shape the public perception of our clients.
Working with leading companies in the financial services, travel and hospitality, consulting, non-profit, publishing, government affairs, luxury brands, entertainment, b2b, technology and consumer goods sectors, netaPR has earned a reputation for premium service and expert guidance.
netaPR works as a true extension of your team—as your communications partner. We will help you achieve your bottom-line goals, whether they are to deepen relationships with your audiences, strengthen your brand, drive more sales leads or more. netaPR only works with companies we believe in, so your success becomes our success. We work on projects that will only make a positive difference, in an ethical manner and professionalism.
netaPR’s creativity and ingenuity in every strategy stands out in today’s multimedia marketplace. Our approach is focused and orchestrated to cater the needs of each client. The way people communicate and seek information is evolving and so the way brands reach out is fundamentally changing too. To continue being relevant in this new age, netaPR is always ready to create based on the transforming needs of your company. At netaPR, we love innovation so much that we are ready to take on start-ups and new companies that need that boost in publicity.
With the current marketing landscape, it is critical for new and growing companies to build and maintain a top-notch social presence. In today’s day and age, being “social” is not just a benefit for companies, but a need. netaPR brings their expertise to perfectly align your business in order to engage your audience and create brand awareness. We are constantly monitoring the trends and testing which platforms work best because while Facebook, Twitter, YouTube, LinkedIn, Instagram and blogging platforms are powerful, they are merely tools in the ever-changing media landscape. Social media is evolving constantly, so your business has to continue to evolve.
We at netaPR have developed an approach and consulting methodology to enable our clients to communicate successfully in this new world. PR is opportunistic. At netaPR, we keep our eyes, ears, and nose to the ground, spotting opportunities and jumping on them to maximize the chances of positive exposure for your brand. Our always-on mentality coupled with our attentive work approach allows us to meet your deadlines and deliver effectively and on time.
netaPR helps businesses and organizations achieve their aims using a range of communication techniques. Whether it’s a one-off project, campaign or longer-lasting relationship, we tailor our work to produce results for your business. Our PR objective is always guided by our 5A’s framework – Accurate, Achievable, Assessable, Applicable and Apt. We have a very transparent system with complete ownership and accountability across all activities through effective campaign management and measurement.
According to Wikipedia, Kung Fu, also known as Gōngfu (功夫), refers to excellence achieved through long practice in any endeavor; or achievement through great effort.
As a PR veteran, netaPR specializes in strategy, content, social media and building influence for many brands in various industries. We work with brands all over the world that often need the following services:
Branding and Identity Development
Community Relations/Corporate Giving
Crisis Communications/Issues Management
Internal Communications/Employee Relation
Special Events & Event Planning
Marketing & PR Team Development
netaPR knows first-hand the challenges of working within a tight budget to generate positive media coverage on a local level that will impact the organization on a global scale. With a lack of resources and budget, netaPR was tasked with providing high-level PR coverage and media relations backing.
netaPR developed and implemented a comprehensive public and media relations plan covering all aspects of local, regional, national and international publicity. netaPR developed talking points, press releases, biographies, Q & A’s, fact sheets, new content for website, media interviews along with media training, notified the media – trade, online, TV/radio, print and bloggers, facilitated interview and produced a final report for Board of Directors and donors. Additionally, netaPR focused on major content development including writing op-ed’s, executive speeches, CEO annual and quarterly reports, ghostwriting and additional presentations.
netaPR’s efforts and PR campaign produced successful results leaving the executive team, donors and board of directors please with the media coverage. Stories appeared in local, national and international media, including major newspapers such as Wall Street Journal and New York Times and online media such as Huffington Post and Politico. Additional coverage appeared in many trade publications and digital media outlets across the United States. Broadcast media included interviews on national and international level, including news and radio.
A fortune 500 company launched a major technology product that ignited a new and emerging market. netaPR was tasked to generate interest from the technology and consumer press while displaying the company as a leader in the market.
A formal opening launch event was held at the company’s premises to help showcase the new technology to an invited audience of local industry leaders, trade partners and potential customers.
Our role included formal event planning and management as well as generating local and specialist media interest that included TV coverage.
This has been followed by ongoing specialist international media relations activities in a number of high profile trade news channels serving key target market areas. This has included the successful placement of product news and contributed feature articles in online and offline media covering all technology sectors. Strategic partnerships have been established with leading trade bodies and associations that have provided further significant opportunities for positive corporate profiling in various sectors.
Speaking opportunities have been identified and secured at major industry conferences and seminars. Media visits to the company’s New York City headquarters have been arranged and participation at trade exhibitions have been supported with press releases, show press kits and on-stand media interviews. The company website is regularly updated with news and information and copy is also provided for promotional literature.
netaPR maintained a consistently high level of international awareness across all of its key market sectors. This has helped to drive regular and sustained visitor traffic to its website and has enabled the company to achieve significant sales for its e-learning and advanced product upgrades for college students and classrooms. There has been a strong link between media activity and the generation of sales leads. netaPR eventually put the company at the top of the industry making it the current market leader.
netaPR was tasked to launch a debut luxury collection for an up and coming discount online retailer that is supported by American Express and was said to be the “next big thing.” netaPR were to generate coverage in main fashion and product stories as well as wider news articles and features. The objective was to establish the luxury online retailer as the go to luxury marketplace on the web.
Through social media, netaPR diagnosed the best platforms for this business and recommended the different purposes of their Facebook, Twitter, Pinterest and Instagram channels. One particular campaign resulted in a 30 times increase in followers over 6 months and the campaign generated greater editorial coverage than any previous campaign. netaPR formed a strategic marketing plan that would both provide a high profile launch campaign and then dedicated activity throughout the first 18 months of the organization's life. The plan was developed in close consultation with the business partners and its sales team to ensure a successful integration and execution.
In just two seasons, netaPR achieved over 150 pieces of press coverage securing news features in the likes of Forbes and Huffington Post and top fashion bloggers. The press activity resulted in the sell-out of inventory and 200% increase in sales, as well as well-known celebrity fans. Through its social media networks the online retailer gained a significant higher number of followers than before the campaign was executed. Today the company can actively push out further messages and understands the 'triggers' required of this media to initiate engagement.
A reputable Fortune 500 company tasked netaPR with building a non-existing internal communications plan and implement to their staff of 2,000 employees. The executive team was to take customer service to a new level through a program of empowering staff to deliver tailored service to customers at the first point of contact.
netaPR developed an internal communications plan which led to the creation of an internal online platform to engage employees be providing relevant content and daily activities to create an exciting environment while boosting morale. Additional programs were added to include quarterly employee training and monthly focus groups, leading to incentive, recognition and rewards opportunities for each employee that participated.
The internal online platform has been fundamental to making the values a stimulating and inviting part of company culture. The first month of the campaign saw the average number of staff accessing the platform rise from 138 to 728 – an increase of 590 which equates to 25% of the total for the last 6 months. That number has doubled in the first year.
Company has conducted extensive internal evaluation on the success of the campaign through a series of staff interviews. Feedback has been very positive with focus on the daily content updates and activities providing a more “entertaining” environment. The campaign has managed to not only grab the attention of a busy workforce but also convert this into measurable results.
The campaign has been such a success that other companies and partners are now looking to roll it out to their own staff.
In the world’s toughest telecom market: North America, netaPR was tasked with driving a full PR campaign for a startup company that provides wireless voice, text, and data services for anyone traveling overseas. As a startup, the company was unknown in the telecommunications industry and needed a communications firm that was an expert in the tech and startup sector and could effectively communicate the company’s technological advantages and drive interest in new markets where its technology was unknown.
netaPR built an entire PR campaign solely around content to increase SEO while building a presence in the tech sector along with driving traffic and customers to the website to purchase the company’s services. While most of the company’s competitors spoke about their low costs and the benefits of their many products, netaPR created messaging for this startup that focused on philanthropy, consumer engagement, and brought a “cool” factor to attract the millenials along with the rest of its audience. Additional communications tactics were implemented, including: key messaging was developed that resonated with the company’s customers, introduction to the marketplace was made to drive awareness of the brand within the telecom community and company’s profile and position was raised as a technology innovator in the telecom industry.
Officially introduced the company to the telecom industry and established them as a technology innovator by clearly communicating their technological advancements and differentiating them from other competitors. Through extensive media relations and outreach, netaPR was able to significantly raise the company’s profile and enhance credibility through third-party endorsements from reputed journalists. Despite being a very small player in the niche international wireless services business, the company built a distinct position in the minds of its customer and prospects and became acknowledged as a telecom market leader, even by its fiercest rivals.
netaPR was tasked with raising awareness and garnering national and international exposure for a brand new lifestyle hotel brand and it’s first boutique hotel property. The boutique hotel wanted to establish itself as a strong and inimitable property with unique offerings to set it apart from its fierce competition in New York City. Some of the objectives included: establishing the hotel’s distinctive personality and break through positioning, grab the media spotlight on a consistent basis, build occupancy in the first full year of operation and thereafter and generate awareness among target audiences including national and international guests along with niche markets.
netaPR developed strategic, hotel-focused PR campaigns that increased brand visibility by positioning company President and General Manager as experts and leaders in the industry–who can speak to trends, as well as the growth and individuality of the hotel brand. We also developed brand messaging and provided media counsel and training for key executives to establish themselves as the company’s spokesperson. Through various PR tactics, netaPR developed differentiating positioning that would make the hotel “pop”: implemented interactive avenues with hotel guests through social media and various marketing campaigns, focused on the art and design concept of the hotel to draw niche audience for events and previews, making the property the top art scene in New York City and parade its restaurant that has become one of the top eateries in the city. We created the “wows” by tying into luxury travel trends with themed packages and guest promotions (e.g. girl getaways, holiday packages, appealing to travelers’ creative side with programs such as painting, photography, videography); and low cost/no cost amenities that add value and generate a “buzz.” With the use of dramatic visuals, netaPR emphasized the hotel’s architectural and design strengths to break through the media’s copy clutter. To build strong media presence, netaPR invited media to sample the hotel, held various preview cocktail receptions for journalists, targeted high-end niche media for exclusive features and built buzz around travel and lifestyle bloggers.
Positioning the hotel as the new, trendy kid on the block, we landed reoccurring blog posts with major travel bloggers and in top trade media to mainstream publications, making total circulation of coverage 2.5 million in the first year. During the first PR campaign, netaPR has produced some excellent coverage in the target media, driving traffic to the website and driving occupancy at 80% to sold-out numbers. netaPR also established partnerships among luxury travel brands and business that helped increase visibility and drive niche markets to the hotel. After only one year of work, netaPR had managed not only to achieve its goals for the new brand and boutique hotel, both for the increasing of annual revenue and profit and increasing of the notoriety, but more we managed to overcome any expectation, becoming the go-to lifestyle hotel in New York City.
November 29, 2013
Tying social media to your PR and communications plan enables an always-on personal reach that your brand may have never experienced before. So do PR practitioners have what it takes to bring your brand at the forefront of social media? 100% yes! Here are excellent reasons as to how PR professionals succeed in the new art of communication we call social media:
Social media requires PR pros to create, curate, and share engaging and relevant stories. Producing stories, also known as content marketing, is nothing new to the world of public relations. As PR professionals, we have mastered the art of content development by taking any topic and turning into a page-turning story. By generating newsworthy pieces, we can use social media as another avenue to tell these stories.
Just as PR pros have practiced written and digital communications, developing skills in social and visual content has also been necessary in the modern era of public relations. Our language has evolved and now we can work hand in hand with web 2.0 to create shareable content.
While visual storytelling skills are important, writing skills are essential for social media. Specializing in brand journalism, PR pros are experienced writers, editors and proofreaders. These skills transfer nicely to blog posts, tweets, status updates and conversations Being able to broadcast messages to our audience, we are now able to draw people in with content and engagement through social media.
Relationships have always been the focus of PR practice. Whether its building relationships with journalists or stakeholders, PR pros use communications to maintain good relations.
Social media has become the new tool to form new relationships and maintain existing ones. Accustomed to finding information quickly, PR pros always know who to seek out to achieve success for a brand they represent. Through social media networks, we work faster and more efficiently to continue building those relationships.
PR pros are trained in issues management and crisis communications in order to respond to any concerns regarding your company’s brand. Social media monitoring can uncover a crisis as it is happening. We listen to conversations in real-time to spot trends, resolve issues before they escalate and make smarter decisions. Through social media, PR pros get your company’s voice into the conversation as fast as possible, respond to any questions, correct misinformation, and be as helpful as possible. Our skills in relationship and reputation management are well-suited to handling viral activity.
With social media in our communications pipeline, generating public relations campaign results has never been easier. PR pros now have the added resources to bring additional success to your brand.
February 3, 2014
People are going to talk about your business, whether that conversation is positive or negative can come down to how involved PR pros are in those conversations. Online reputation is quickly becoming as important, if not more so, than real world reputation since the internet makes a lasting impression and creates an ongoing record for people to view over and over again.
Your Google Page-1 search results are now the new front door of your business and the first impression you make on your future customers. The way businesses and consumers shop and make buying decisions has completely changed in recent years. Often, your customers are doing preliminary research online before even considering doing business with you. They’re more informed and are looking for the absolute best option. Your company’s negative online reviews and black marks matter now more than ever.
Public relations builds brands and reputations. Through news and social media, PR earns great coverage that not only gets posted, but also gets picked up, shared and goes viral online.
More people get their news from the Internet than ever before, so it’s not enough for a company to stick to the tried-and-true methods of reputation management. They must branch out into the world of Facebook, Twitter and Yelp to make sure that their potential customers are hearing good news about their company. News travels fast online, a fact that could either help or hurt a company.
Having well-trained, experienced and highly skilled public relations professionals in your corner helps you in the areas that now matter most: building your online presence and earning you a blemish-free Google Page 1 – and beyond. Online reputation management is a must if you want your company to thrive in the 21st Century.
April 29, 2014
Bill Gates said: “If I had one dollar left, I’d spend it on PR.” Nobody can deny the fact that he knows a lot about business and we can definitely learn a lot about the way in which he conducts his own business. Startups should never underestimate the importance of public relations and should have at least some sort of PR campaign in place so that it can help grow the company in the long run. While good PR may not bring in immediate financial benefits, in the long run, it will increase your business.
For many entrepreneurs, “being seen” using PR or marketing can be akin to a stamp of disapproval from industry peers. It’s as though a hot tech startup might lose its street cred, or be seen as selling out, by entertaining the notion of PR counsel. There’s the notion that it’s all about the product. But that’s a myth.
Maybe it’s the culture: tech entrepreneurs are keenly focused on ensuring their businesses succeed, while public relations professionals are focused on . . . helping their clients succeed.
So, where is the disconnect?
Much of what entrepreneurs do, in one way or another, is a form of communications. Whether working with customers, improving a product or service or speaking to a group of industry leaders, we’re all aiming to tell a compelling story that resonates. And most business owners wouldn’t consider that a bad thing.
Is PR going to help your sales grow by double-digits next quarter? Is it going to turn a bad product into something “magical.” Not likely. That’s not its true value. But it will help you gain an objective sense of where your business stands in the broader consumer and buyer marketplace — outside the friendly confines of Silicon Valley, Austin and New York. It also will prepare you for the inevitable day when your business is no longer the “next big thing;” when you’re just another cog in the capitalist machine.
Furthermore, corporate reputation comes into play at a certain point for every company. Multiple studies have shown that a for-profit organization’s reputation is closely tied to its CEO’s reputation. This is particularly relevant to the tech and digital-media sectors, where there is no benefit of time.
Far beyond securing a coveted placement in Mashable, public relations can help rising tech and digital media startups acquire brand affinity. And that’s a more sensible approach than hoping Google’s new social tool, +1, will boost your search rankings.
Building a successful business takes years of patience, a great brand story and innovative products or services. And that effort quite often requires the strategic brand-building and messaging only public relations counsel can provide.