ALAB -- QuickPure™

Gleason PR is contracted with ALAB, LLC. to promote its amazing QuickPure countertop units that make bottled water with speed, convenience and economy. Rush, N.Y. inventor Alan Burris holds multiple patents that allow him to miniaturize the ozonation process used by more than 500 municipalities and those commercial bottled water plants.

We're seeking corporate or private equity and manufacturers to reduce the annual flow of more than 30 billion plastic water containers to U.S. landfills. More info... www.QuickPure.com

Re-Pizza Delivery Systems

Join the revolution to eliminate 500 MILLION TONS of contaminated cardboard waste from our landfills each year! We're seeking private equity financing to launch Phase 1 of the Re-Pizza Delivery System launch. Gleason PR has developed a thorough PowerPoint presentation, electronic NDAs and will soon launch the company website. Our corporate business writing skill and marketing research has created manufacturing opportunities, a powerful supplier network, and the company is well on its way toward revolutionizing pizza delivery in North America.

MAGIX™ Soil Amendment and Worm-Ade

We're working 'round the clock to create sales tools - and sales opportunities -- for Magix organic worm-casting products. Stop already with the chemical fertilizers! Switch to Magix. More info... www.organixmagix.com

GLEASON PR Green Industry Public Relations

For years, Gleason PR has been involved in environmental issues, promotion of renewable energy sources, science and technical writing and recycling. We are glad to see America turning away from being a disposable society, and welcome the opportunity to create meaningful communication programs for green industry companies and environmental causes.

GLEASON PR TO MOVE ITS HEADQUARTERS

Gleason PR is moving and shaking. Mostly moving.
The agency, which has served about 200 upstate New York businesses in 14 years, will continue to serve corporate clients from a new base of operations in St. Simons Island, Georgia, this fall.

"We are fortunate to have the opportunity to maintain our base of clients and develop new ones from almost anywhere on the planet," Kerry Gleason says. "Clients will notice very little change in our service."

The agency will keep its familiar Rochester phone number while adding a virtual number in St. Simons Island -- (912) 434-4670. Gleason says the move gives him an opportunity to launch the Re-Pizza Delivery Systems business with significant tax savings and operating expenses. Additional business incentives and green industry grants are being negotiated. As the company grows, he will have proximity to the world's fastest-growing port in Savannah, and other business and personal amenities.

NY Newswire will continue to operate as a press release distribution service, as part of the newly formed News Now Media Network, which will also include Georgia News Now.

HEALING ENERGY MASSAGE
ADOPTS NEW LOOK & ADDRESS

Healing Energy Massage, owned by Linda Morreale, LMT, has moved to 2901 Five Mile Line Road in Penfield in the B.A. Snips Building. Gleason PR designed a new look for Healing Energy's business cards, website and signage featuring some of Ms. Morreale's original photography from Hawaii.

The Bird of Paradise flower will represent the company with elegance and beauty. Meanwhile, Linda has gained certification in lomi lomi, which is Hawaiian Massage. She specializes in deep tissue (therapeutic) massage. Healing Energy begins its eighth year, and will soon announce an open house celebration. Call (585) 317-4070 for details.

LAUNCHING A NEW PRODUCT OR SERVICE

Often, people ask me what I do. On any given day, the answer may be different. The best definition I've ever heard of public relations is "It's what public relations people do."

PR is communications to your stakeholders or key audiences. It may be potential customers, but it may also be investors, vendors, government or employees. Occasionally, you can communicate directly to those people. Usually, you can't, and you need to go through media or other "gatekeeper" channels. If you've been in business long enough, you get to know who these are and you may develop a comfortable relationship to make direct contact. Still, it is often best to get a public relations perspective up front, because as they say, it's hard to put the toothpaste back into the tube.

One of my specialties has been product launches. Here's why. I've worked enough in newspapers, magazines, radio and behind the scenes in TV and video production to know what makes a compelling product launch. You may have a new widget to compete with the one Bill Gates designed, or a prettier thingamajig than the one Martha Stewart was using on her show the other day. Big whoop! Unless you can communicate how this benefits the consumer or society in general, and get word out through the layers of gatekeepers, you may as well keep your widget's on a shelf in the closet.

A clue for what they look for: biggest/smallest, fastest, cheapest, first, best, brightest or sparkliest. I made up that word, but you get my point.

Then, you need to set a tone for your announcement. Gatekeepers are like coffee drinkers. Some like it black and straightforward, and others like it with a little sugar.

Finally, you have to know when no is not a no. And when it is. A good PR pro can turn a no into a yes, over time. When launching a product, there is a tipping point. When you get so many on your bandwagon, most of the others will come along.

So how do you get anyone to come along on your ride? I use a few finely honed weapons to generate positive results:

1. Passion. You've got to be excited about what you've got or no one else will.

2. Brevity. Articulate the benefits of your product or service using an economy of language.

3. Expertise. Know the product, know the industry, know what the gatekeeper knows and share what you know. Just try not to sound like a know-it-all.

4. Respect. Understand and respect deadlines. Know who to call, when to call and be sure to follow up.

5. Deliver. Be certain that your information lives up to your hype.

6. Go the extra mile. After your press conference or announcement, build on its success.

In the past 25 years, I've been associated with at least 50 different product, service or event introductions. These range from the first telephone hotline for people who quit smoking, to Wendy's Hot Stuffed Baked Potato, J&J's Acuvue Disposable Contact Lense, NutraSweet, GE Halogen lamps, forensic DNA testing, our Pizza All-Stars event for ALS research and dozens of new companies and other products. A successful PR launch opens the door for added value in future publicity efforts.

For more information on our PR services, contact Gleason PR.