What We Do At Canvas PR (and What We Don’t Do)

  • October 27, 2022
  • Josh Steimle

Not all PR firms offer the same services, and at Canvas we have our own special niche, meaning there’s PR work we do, and PR work we don’t do.

The Kind of PR We Don’t Do

“Can you get me on TV?”

Sorry, just written articles.

“In print magazines?”

No, just digital/online.

“Can you get me in a feature article, where it’s all about me?”

Yes, but there are limited options for feature articles, most of our placements are mentions.

“Do you help with PR strategy?”

A little, but strategy isn’t our main focus.

“Do you do PR for SEO?”

You may get some SEO benefit from our PR work, but it’s not our focus.

“Do you do crisis PR?”

Definitely not our thing.

We don’t do TV or radio, print publications, crisis communications, strategic communications, community relations, internal communications, public affairs, or social media communications.

We generally don’t do feature articles, the ones where it’s all about you or your company. Instead, we do mentions. This means we get an article published on a topic, and within that article our client is quoted as an expert on that topic.

The point of the PR work we do isn’t to drive traffic or generate attention, although that may happen as a side benefit.

Sidenote: We don’t work with companies in various industries including alcohol, tobacco, coffee, tea, drugs, CBD, adult/sex, or politics.

The Kind of PR We Do

We focus on one thing that we do very well—we get you into big-name publications quickly, so that you can put something like this on your website:

Image 10-27-2022 at 1.30 PM

Our focus is authority and credibility. We’ll never win any PR awards doing the kind of PR we do. Many PR professionals look down their nose at what we do, but we’re ok with that. We’re not here to win the praise of our competitors, we’re here to help our clients solve a problem. This is what that problem might look like:

  • I’m pitching investors, and I need more credibility. If I could get into 5 to 10 big name publications, I think I could raise a lot more money at a better valuation.”
  • I need to stand out vs. my competitors. Everyone looks the same online, but if I could show I was getting a lot of news coverage that would help customers choose me.”
  • I need to get verified on Instagram, but they want to see that you’ve been in the news.”
  • I could get paid more as a speaker if I had a better personal brand, but if you search for me online I don’t show up anywhere.”
  • I published a book but nobody knows who I am or that I’m worth listening to—I need to get logos on my book website so people think my book is worth checking out.”

What we often hear from clients (seriously, it’s about 25% of all our clients) is that they tried PR before and it didn’t work. Then they’ll tell us a story like this: “We hired a big PR firm in New York on retainer. They charged us $30,000 per month, and after nine months all they got us was a little article in a local publication that we could have gotten for ourselves. I don’t even know what I was paying for.”

PR is broken, at least the traditional model is. Not that it never works, but it’s got three big problems:

  1. Clients don’t know what they’re going to get
  2. They don’t know when they’re going to get it
  3. And they don’t know what they’re going to pay for it

Someone who grew up in traditional PR will say, “That’s just the way PR is, it takes a lot of work and there are no guarantees.” That’s true, that’s how traditional PR works, which is the whole problem, because it doesn’t give clients what they need.

By contrast, Canvas PR is a sort of “PR vending machine.”

You choose the publication.

You approve the headline.

You approve the article.

You pay a flat fee.

And we guarantee we’ll deliver within 90 days, or you can get all your money back.

You know what you’re getting, when you’ll get it, and what you’ll pay for it.

We’re able to do this because we’ve taken the time and made the effort to develop strong relationships with writers. They know us, so when we pitch them an idea they know we’ve done our homework and we’re delivering something to them that they’ll like. We’ve done this work so many times that our process has become predictable, which is why we can charge flat fees per placement and offer a guarantee.

We primarily focus on business publications like Forbes, Inc., and Entrepreneur, although we are able to get placements in several dozen publications.

If you want to get all those media badges to put on your website, we do that, and we have hundreds of success stories we can share with you. If you’d like to work with us, smash that button in the upper right corner.