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Dotcoms Benefit from "Success Driven PR" Model

ROME -- Global media/public relations firm, The Sedge Group, launched its "Success Driven PR" model today after a three-month test period that benefited dotcoms and high-tech companies throughout Europe and North America.

"Billions of dollars are spend each year by companies on PR campaigns," said Group CEO, Michael Sedge. "The success or failure of these expenditures is often difficult, if not impossible to track because of the complex nature of global media. The results of PR work frequently appears months after the actual work has been done. In addition, with the Internet, it is difficult to follow every site that picks up a client's press release or article. Many companies, as a result, feel they are pitching money into a PR-black hole--and some are."

Adding to this problem, Sedge points out, is the recent industry down-swing. Start-ups and even established high-tech companies no longer have the luxury of extensive PR budgets. Media coverage, however, remains to be a key factor to the success of many businesses.

Helping companies overcome these problems is the force behind The Sedge Group's "Success Driven PR" model.

"We looked at the problem, and the need, and came up with a solution," said Sedge. "That solution was to offer PR and media services that target the customer's need, but charge them only for the coverage they receive."

A very simple, yet effective, business model, The Sedge Group charges a US$500 monthly retainer, plus flat rates for each published article, interview, or mention of a company. This, said Sedge, relieves dotcoms and high-tech companies from the burden of large PR expenditures.

"The Sedge Group acts as a publicist/media firm to get companies exposure in the high-tech/finance media. Part of our service includes creating and distribution of press releases, working with journalists and editors--pitching stories about companies and CEOs--and coordinating interviews. The focus is always to gain exposure and achieve the company's goals."

During a three-month test of the "Success Driven PR" model, companies like Arrowhead Space & Telecommunications, DeepBridge, and PlanetEuro found they received more coverage at a much lower cost than they did with traditional PR methods. Coverage of PlanetEuro, for example, appeared in over 50 media outlets, including a CEO interview on 123jump.com. Mary Ann Elliott, CEO, Arrowhead Space & Telecommunications, found herself, in one 30-day period, being featured by Government Executive, Silver Kris (Singapore), and People magazine.

"Because the model was developed to save companies money and increase their media exposure, we learned during the testing that some 'security limits' were required. For example, what happened when PlanetEuro's release was picked up by 50 media outlets? Do we bill them for $25,000? If we charged that, where were the savings? Granted it might be justified, given the coverage, but we adjusted the model and set limits so that managers could feel secure in that they were not giving us a blank-check per se. After all, our goal is to establish long-term customers, not one-time shots."

Sedge can be reached at msedge@thesedgegroup.com. The company website is www.thesedgegroup.com.



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