TOP Public Relations

Leveraging data to create the news

TOP is a global PR leader with the tools and the talent to provide outsized PR growth

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More Than Your Run of the Mill PR Agency

Data-Backed Public Relations guaranteed to move the needle

Data is in our blood. We founded TOP Agency on the premise that traditional public relations just wasn’t good enough. We believe that with the right data about the right audiences and the messages they will most respond to, we can create enormous amounts of attention for our clients without the enormous cost associated with it. We are able to accomplish this through the use of our proprietary blueprint system.

Essentially, we have taken years of experience in data-driven public relations and distilled those learnings down to a series of tried and tested public relations blueprints. Each blueprint is based on a distinct type of pitch that has been shown to work reliably in the past. We are able to know exactly what type of story generates what level of engagement with what type of journalist. So we don’t guess at success — our Blueprint system lets us quantify success.

These are just a few of the services we provide:

  • Strategic PR planning and execution
  • crisis communications
  • data-driven story creation
  • media training
  • b-roll creation

As a data-driven PR agency, we thrive when we have exciting data to base our pitches on. Sometimes, that means creating it ourselves. Through our own internal survey platform we are able to conduct nationwide or global polls highlighting nearly every demographic your company might seek to reach and providing critical insights to inform our messaging.

We precision target.

We use the latest tools to put ads in the social media feeds of journalists in Top 100 U.S. markets, pre-seeding our stories and clients so that once our pitches reach their inboxes, they’ve already heard of our clients, and maybe even clicked through to their websites.

We A/B test.

We write many different versions of a story idea — multiple unique headline variations for a single pitch based on our blueprint system. We then test these variations on small samples of media contacts, measure the conversion rate and speed of conversion, and scale up the “winning” pitch to thousands or tens of thousands of media contacts.

We think visually.

We optimize the few seconds we have to capture a journalist's attention by formatting our pitches in a way that draw the eye to the main points and tell our clients’ stories in seconds.

We work laterally.

While most agencies work sequentially to maximize billable hours, we work on multiple parallel tracks to scale quickly — making us 6X more efficient than a traditional agency. That means we could be going out with a human interest story, and hot new startup angle, and a thought leadership pitch, all at the same time.

We optimize timing.

We record the date and time of every interaction with each media contact — adjusting our pitch schedule to increase our odds of conversion. We also use time triggers in our pitches, including data on timely holidays and events and using these as hooks in our pitches.

We track intent.

We track how journalists interact with our emails, and have created plans to reach them at the moment they are most primed to respond, using the language that is most likely to reach them. Then we follow up with additional information at the exact moment, adding to their interest and triggering their curiosity.

We measure results.

Effective PR starts with a clear definition of the client’s priority KPIs and metrics. Some burgeoning startups want to get their name out there in any way possible, while others are only interested in top trade publications in their industry. Traditional PR wisdom says that coverage doesn’t lead directly to sales, but if that’s our client’s goal, we can make it happen.

We are transparent.

At the beginning of each campaign, we work with the client to develop an editorial calendar and to ensure that every pitch and headline that we send to journalists is on-brand and on-message, and then we report back on how each pitch and headline is performing. We’re constantly monitoring how our coverage helps our client reach their goals, and pivoting directions if needed.

We go global.

We use a team of researchers and our own in-house media relations management software to track and tag 350,000 media contacts in the U.S. alone (plus hundreds of thousands more throughout the world). Our proprietary media CRM database monitors journalists and influencers across the globe — tracking our interactions with them and the daily stories they are reporting and giving us the ability to pitch stories virtually anywhere at a moment’s notice.

Why our Blueprint System works so well

Controlled Creativity and a Healthy Dose of A/B Testing

Our proprietary blueprint system is an ever-evolving series of story concepts that are simultaneously concise enough to reach reporters in ways and on levels that are most intriguing to them, while also being broad enough to appeal across large swaths of beats if needed. Each blueprint has a pedigree that goes back through our years of public relations experience and are based on successful pitch trends we’ve quantified. Every blueprint has been proven to work over and over in the past and will work again, guaranteed.

Each blueprint provides a scaffold on which the details of a pitch can hang. This allows the story’s unique characteristics to shine while providing a structure that is instantly recognizable by our audience. This frees us up to be creative in ways that focus on your brand. Then we test every pitch and every associated blueprint to determine which one works the best and expand that outreach at scale.

Why Hire a Public Relations Agency?

Hiring a public relations agency, especially a data-driven firm with years of experience, can dramatically increase your brand awareness, build or improve your public image, help your company expand into new and exciting territories, and cement your place as an industry thought leader with tons of sought-after expertise. We work to provide the biggest impact, at the right time, in the right places, and for the right people. Hitting on any one of those variables requires a great deal of media experience and expertise. Hitting on all four at once requires excellence. At TOP, we have the tools and the talent to meet that excellence.

How can a Public Relations agency help your business?

Unless you’re a public relations company, it is safe to assume that PR isn’t your core competency as an organization. Hiring a PR agency at the level of TOP will allow your brand to focus on the parts of the business you chose to do and leave the day to day, strategic planning and execution to a trusted partner who understands you, your business, and how to get the most positive media attention we can.

What impact can video have on my business?

Depending on your immediate and future needs, a strong public relations program can have a massive impact on your business. Whether you’re just starting out and looking to make a name for yourself, or you’re an established brand looking to reinvent your image, public relations and marketing are absolute requirements to do that effectively. Reputations don’t just spring up over night, they take strategy, expertise, and flawless execution to create. And in situations where threats to your business look prepared to derail your brand, the crisis communications service from a PR agency can quite literally make the difference between sinking and swimming.

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