Featured Author

Carrie Snyder Director of Marketing Leslie E. Robertson Associates

Carrie Snyder
  • Director, SMPSNY Coordinators Club
Sarah Berman, President of The Berman Group shared her in-depth public relations wisdom with the SMPS-NY Coordinators Club on January 16th hosted at the offices of structural engineering firm Leslie E. Robertson Associates. Nearly 30 eager marketers were on hand to hear her advice on how to achieve PR greatness for their firms.

[expand title=”Click here to read more…”] Sarah Berman, President of The Berman Group shared her in-depth public relations wisdom with the SMPS-NY Coordinators Club on January 16th hosted at the offices of structural engineering firm Leslie E. Robertson Associates. Nearly 30 eager marketers were on hand to hear her advice on how to achieve PR greatness for their firms. The Berman Group have helped their clients achieve press recognition throughout the real estate and design industries as well other sectors. Sarah offered takeaways for all her key points and stressed most importantly “Public relations is all about trust and relationships.” Editors need to know who you are so they can go to you when they need a source. The Berman Group has made themselves the go to firm for industry knowledge by always offering a helping hand, extra bit of research or additional references when needed. Publications appreciate their quick, thorough and consistent responses. The Berman Group were even called out in The Commercial Observer’s PR Power List of 2014 which noted “Rarity of rarity, they’re also mensches who’ve earned respect from journalists, clients and politicos alike.” The main points of Sarah’s presentation all reviewed the Story. She gave her top tips on Crafting the Story, Pitching the Story, Controlling the Story, and Monitoring the Story. She recommended to make clear ground rules with a reporter. Give factual but limited information. Once a story is unveiled, always know the next steps for your firm. Sarah believes marketers hold great power and can use their responsibility and access to create value for their firms and PR contacts. Sarah explained that marketers are the holder of information for the firm and connectors of key people with journalists. She advised marketing professionals to offer their firm media training. Marketers should give their firms clear instructions on what to say and what not to say. In addition, social media is part of public relations. Aim to have a complimentary PR and social media strategy for your firm. Many of Sarah’s tips can be useful beyond the PR spectrum, especially to be helpful and resourceful. Sarah is a successful business owner and a driving force of knowledge sharing in the AEC industry. The Coordinators Club were grateful for the hands-on and insightful presentation Sarah shared with the group. Click here to view the photo gallery. [/expand]