PR Foundation

Branding, Messaging and Online Press Kit Creation

You – or your company – make a difference. You have a book, product, or service that changes people’s lives. Period. What you lack in PR savvy, you make up for in passion. Yet you know that PR is the key – and if you learned how to navigate the ever-changing media landscape, you could make a bigger difference.

Perhaps you don’t quite “get” PR yet, or how it fits into your overall marketing plan. That’s one reason why you’re particularly interested in this proposal. You know you need to find the right way to speak about you, your products and services to the media, because they are your target market. You understand their behavior and psychology is critical to your commitment. But you need to focus on actions that produce the results; not spinning your wheel with no traction.

That’s where Wasabi Publicity comes in.


You’ve likely stumbled upon this proposal because you’re familiar with Wasabi Publicity’s successes: Our huge London splash landing the Daily Mail, Metro, London Live, International Business Times, and more; landing a client on Dr. Phil within 8 hrs of receiving the signed contract; building a Facebook community of 89K engaged fans within months.

In other words, we create PR campaigns that get people talking about our clients. And the process behind our thinking is the basis of a new service: The PR Foundation. For this service, we’ve broken down our process into 3 distinct elements, and will work closely with you throughout each one.


The PR Foundation is structured into 3 elements to support your PR success: Understanding, Messaging, and Creating Engaging Press Materials.

Here is a description of the structure and constituent pieces:

Element 1: Understand

Understanding the media is a necessity for any successful PR campaign, yet the landscape changes, evolves and adapts incredibly quickly. And even though the media’s needs may not change drastically, the way they go about finding and evaluating their sources certainly does. So before embarking on a PR campaign, you first need to understand exactly how the media find their stories and how they their evaluate experts. That’s where The PR Foundation comes in.

Element 1 Deliverables:

  • Questionnaire: A thought-provoking questionnaire that gets you clear and helps you to identify the exact target and compels you to think more deeply and critically about your messaging. Many people have commented that our messaging process itself gives them new insight into their business direction and brand.

Element 2: Messaging

Understanding the media is one thing; speaking to them in a way that resonates on a human level is another entirely. Simply pitching—even if you know the basic pitching rules—won’t enable you to build passion-based relationships with the media. Similarly, sparking marketing copy is always impressive, but if it’s not tied into an emotional need or desire of their audience, you’ll have a hard time getting their interest. In Element 2, we’ll craft a messaging strategy that truly speaks to the media.

Element 2 Deliverables:

  • Branding & Messaging Phone Call: Wasabi’s Chief Creative Officer, Michelle Tennant Nicholson, is considered by many to be a leading media trainer and messaging expert. She’ll guide you through a call of deep messaging work. You’ll receive a recording and transcript of that call.

Element 3: Create

Even those who master Elements 1 and 2 often struggle with the third: creating innovative and attention-grabbing media materials that position their offerings in line with their brand values and media preferences. There are certain parameters of developing consistently engaging, interesting and fruitful media materials. The two most important ingredients to any PR campaign are 1) your online press kit, which provides everything the media needs when they need it, and 2) your pitch. Wasabi has perfected the formula. We call this the Perfect Pitch. Perfect Pitch is a PR philosophy wherein our client provides such a tremendous degree of value to the media’s viewer, readers and listeners that it makes the media choice easy.

Element 3 Deliverables:

  • Online Press Kit Creation: Our team of seasoned writers will create your online press kit, including:

    • Welcome page – a powerful whole-brand summary page that delivers essential information to the media while inviting them to engage further; includes a custom-designed banner consistent with your brand
    • About page – contains three professionally crafted versions of your bio for use across a variety of media platforms (full-length bio, broadcast bio, byline bio)
    • News & Story Ideas page – used as the basis for outgoing pitches to the media; also serves as a place where media who are vetting you through your online press kit to easily grab story ideas for their needs
    • Interview Questions page – makes it easy for radio, podcast and television media to access questions you are ready to answer
    • Images page – housing your high resolution photos for media use
    • One Pagers – a general summary of your online press kit is readily downloadable in both a one-page format for general media purposes and one for broadcast purposes
  • Press Release Creation: Created alongside your online press kit, your press release will be ready for distribution.

PRICING: $3,500


If you are ready to build your PR foundation, please purchase it through our secure site below.

If you’d like to learn more, please schedule a call with us. We can help you determine if the PR Foundation is the right fit for you.

Thank you for your interest. We look forward to exploring the possibility of helping you increase your PR influence!