& Associates offers a full range of public relations and marketing
communications services for corporations, professional or consulting
firms, municipalities, trade associations and other entities:
- Press Releases.
Prepare and disseminate news stories to all relevant national,
international, regional and local media, using PR Newswire and
other proven distribution methods designed to target the most
appropriate print, broadcast and web-based outlets.
- Media Placement.
Work with editors, reporters and program directors to arrange
interviews, features and other coverage of clients. As subscribers
to PR Newswire's ProfNet system, we are also kept abreast
throughout the day of interview opportunities for our clients
with print, broadcast and web-based media seeking experts to provide
commentary or background information. Through these efforts, we
have placed our clients in everything from The Wall Street Journal,
USA Today, New York Times and Los Angeles Times, to CNN, CNBC
and local TV and radio outlets, national wire services, local
business publications like Crain's NY Business and Los Angeles
Business Journal, trade and professional journals, and web-based
P.R./Investor Relations. Write and distribute press releases
on quarterly financial reports and all other corporate developments,
working with clients and their legal counsel to ensure compliance
with fair disclosure requirements. Write, edit and design annual
shareholder reports. Coordinate and script investor conference
calls. Serve as company's liaison to media, analysts and
other members of the financial community, as well as individual
Brochures. Write, design and produce newsletters, brochures
and other sales-support materials. Offer total turnkey service,
all the way through coordination of printing and mailing.
Research and write bylined 'expert advice' or opinion
pieces for clients for daily newspapers, trade or professional
journals, or other publications.
- Crisis Communications.
Work with client and legal counsel to develop and execute a thoughtful
and timely plan designed to communicate appropriately with all
necessary constituents-general public, employees, investors,
etc.-and present company in the best possible light.
- Press Conferences.
Plan, schedule and administer events.
Write/edit executive speeches.
Affairs. Develop and publicize programs aimed at bolstering
Outreach. Develop specific strategies that turn local
supporters into vocal proponents. The process includes the study
of the local political landscape, formulating an understanding
of the major stakeholders and how their opinions and biases could
affect client's project.
Outreach. Build a diverse network of vocal advocates
to create support for client's project. Establish strong
ties with the local community, foster a continuing channel of
communication with municipal officials, and turn around -
or at least minimize - any negative attention.
Solicit community input to position client as a concerned, conscientious
community partner. Create pointed questions that help client sidestep
a potential problem before it emerges. Services include surveys
and focus groups.
Mobilization. Assess the local support and opposition
factions and establish a campaign strategy that can be deployed
at the local, state, and national levels.
all the marketing communications disciplines available to corporations,
perhaps none is as misused as public relations. Where a simple press
release and company background sheet would have done the job to
introduce a new program, your agency instead recommended an elaborate
press kit that involved heavy costs for printing and mailing-not
to mention the hours the agency put in to produce the material.
Where a simple "pitch letter"
and fact sheet would have been enough to convince an editor that
the system you installed for a client is worthy of a case-study
feature article, your agency felt it was necessary to provide the
editor with an unsolicited, 12-page manuscript.
Examples of such overkill in the public
relations field are not uncommon, resulting in higher-than-necessary
charges for time and material. While public relations has proven
its worth as a marketing tool, many small and medium sized companies
with limited budgets have grown to question its cost-effectiveness.
As business journalists who've
been on the receiving end of such materials, the professionals at
Parness & Associates can design and execute programs that will
get the media attention you need while respecting your bottom line.
Having "been there," we know what editors want. If you've
got a story that's worth telling, we'll do our best
to get it in the media. If your story does not warrant media coverage,
we won't waste your time and money.
This no-nonsense approach gets results,
as measured by our stacks of press clippings and, equally important,
our longstanding relationships with numerous clients. Indeed, as
you'll see from our "Clients Served" page, we've
maintained continuous relationships with some clients that date
back to the early 1980s.
Simply stated, our objective is to
produce quality materials that get the job done within a reasonable
in May 1979, Parness & Associates services a diverse group of
clients extending from the metropolitan New York area to California.
We offer particularly strong experience in promoting companies engaged
in the real estate, shopping center, retailing and franchising fields,
along with concerns providing services to those industries. By design,
we have remained a small agency, allowing our experienced team to
provide responsive, personalized service to a limited number of
Our principal, Bill Parness, brings
over 35 years of experience in business journalism and public relations,
including more than five years as an editor on Chain Store Age Executive
and Frozen Food Age. He holds a BA in journalism from New York University
and also attended the NYU Graduate School of Business.
He is supported by a seasoned team
of employees and freelance associates who bring specialized skills
in media placement, general and business writing, and design. Our
employees and associates all have a minimum of 17 years of journalism
or PR experience with daily newspapers, regional business publications,
national trade magazines, major PR agencies, and corporate PR departments.
On the agency side, their backgrounds include senior management
or account executive positions with such firms as Edelman Public
Relations Worldwide, The Financial Relations Board/BSMG Worldwide,
Howard Rubenstein & Associates, MWW Strategic Communications,
and Richard Weiner, Inc. On the corporate side, they have worked
in PR departments at such companies as Lever Brothers, CIT Financial,
McGraw-Hill and Volkswagen of America.
Parness & Associates
P.O. Box 956
Matawan, NJ 07747
Phone: (732) 290-0121
Fax: (732) 290-0360