FAME = A New Success-Based Approach to Engaging PR
Beginning at minute 27:47 of this Small Business Digest podcast episode, John Hellerman, the principal of Hellerman Communications, shares his unique approach to public relations and the importance of thought leadership for professionals in today’s challenging business landscape. Here are some key takeaways:
🚀 Thought Leadership is Essential: Whether you’re a lawyer, doctor, accountant, or consultant, generating thought leadership content is crucial. It not only helps in marketing, but also in credentialing your reputation.
📈 The Power of Credentialing: It’s not just about the content, but the recognition that comes with it. Regular appearances or mentions in reputable platforms can significantly boost your credibility.
📊 The FAME System for Business Development: Hellerman introduced his agency’s unique FAME system (Focus Authoritative Media Exposure), which allows marketers at professional service firms to manage their resources properly and decide strategically which partners to spend money on. The FAME business development system is designed to provide value and transparency to clients and is a unique approach to how professionals manage their public relations and thought leadership efforts.
Under FAME, clients are only paying for what they want and only when we deliver it… It gives our FAME clients a way to manage their resources properly and decide, strategically, who to spend money on…
Key Components of the FAME Content-Fueled Business Development System:
1. FAME Consulting Fee:
This is a small initial fee that acts like a user license for each partner or professional that the firm will be consulting and developing opportunities for.
This fee covers essential preparations, such as light media training, bio optimization, and LinkedIn profile optimization. It ensures that the professionals are ready to receive attention from the content we create.
2. FAME Points for Results:
After the onboarding, firms purchase a package of what are termed as “FAME Points.”
These points represent different types of earned media opportunities that Hellerman Communications can deliver. For instance, a byline article is a 2,000-point product, while an interview is 750 points.
As opportunities are developed and delivered, the corresponding points are deducted from the client’s balance.
The more points a firm buys upfront, the more cost-effective they become, with potential courtesies up to 10%.
3. Contingency-Based Approach:
The FAME system operates on a semi-contingency basis. Clients make an upfront deposit by purchasing points, but Hellerman Communications only deducts these points when we successfully deliver the desired media opportunities.
This ensures that clients only pay for what they want and only when it’s delivered, offering a clear value proposition.
4. Refundable Points:
If, after six months, the client decides they want a refund on unused points, the system allows for that, adding an additional layer of security and trust.
5. Strategic Allocation:
The FAME system allows firms to strategically allocate their resources. They can decide where and how to spend based on their needs and the competitive landscape. This ensures that resources are not wasted and are directed towards areas that will provide the most significant impact.
Why Choose FAME?
1. Transparency: Clients have a clear understanding of what they are paying for, ensuring there’s no ambiguity in the services rendered.
2. Flexibility: The system allows for growth. If clients are satisfied with the services, they can purchase more credits and expand the scope of their engagement.
3. Value-Driven: By operating on a contingency basis, we align our interests with those of the clients, ensuring we deliver value consistently.
Our FAME system offers a fresh perspective on public relations, emphasizing transparency, flexibility, and value-driven results.
For more insights and a deeper dive into the power of thought leadership and the FAME alternative solution to risky, high-cost retainers, email us at FAME@hellermanllc.com.