Firecracker PR

BACKGROUND

Introduce your business and what you do there.

I'm the marketing, communications, and events manager for an industrial AI company focused on high impact demanding sectors, including energy, utilities, and health care. In my position, I co-lead the marketing team and am responsible for communications and PR initiatives.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Firecracker PR?

My company actually brought on Firecracker before my time; I’ve been with the company for almost two years now. I believe they were initially brought on to support our Series B funding announcement and to help grow our company from a startup to a growth-stage company.

SOLUTION

What was the scope of their involvement?

Firecracker was our PR agency, supporting us specifically with traditional PR, media outreach, strategic communications positioning. They also help out with strategic thought leadership for our executive team.

What is the team composition?

We worked with three people: one of them was the manager partner, one was focused on media outreach, and one filled more of an account manager role.

How did you come to work with Firecracker PR?

I believe our CEO had a recommendation or had even possibly worked with them in the past.

How much have you invested with them?

When I was there, I believe it was $10,000–$15,000 a month.

What is the status of this engagement?

Firecracker was part of our 2017 Series B announcement. We wrapped up our engagement with them in June 2020.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We looked at specific unique mentions as well as the quality of the publications, so whether they were tier one or two and if they were in our correct verticals. It was also important that we made sure we had a good working relationship with the team, and I believe our executive team was very happy with Firecracker.

How did Firecracker PR perform from a project management standpoint?

In terms of communication, they were really responsive. They almost always responded to us within a 12-hour period. We had weekly calls with all three team members from Firecracker to go over updates and talk about ongoing initiatives. It was really nice having constant communication with them.

Besides the weekly phone calls, we coordinated everything else through email. It was pretty easy to jump on a call with them if we needed to.

What did you find most impressive about them?

Our company was evolving from a startup to a growth-stage, and they fit that really well. They were able to propel us into our vertical industries. They also had a good working relationship with the executive team, and they offered advice on different PR initiatives. For our company size and what we were looking for, they were a good fit.

Are there any areas they could improve?

Overall, they were a really great team to work with. I can’t think of anything offhand that could’ve been improved upon. They were the right fit at the right time for our company in terms of helping us reach the growth-stage.

Any advice for potential customers?

Firecracker is a great boutique PR agency specifically focused on US initiatives. If that’s what you’re looking for, I’d say Firecracker would be a good fit. You definitely get more than just an account coordinator on your team; as I said, the managing partner was part of our weekly calls. You’ll get attention from them; just make sure your company is the right size for them.

BACKGROUND

Introduce your business and what you do there.

I’m the CEO of Globlish Vision. It’s a platform that helps students learn English.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Firecracker PR?

We use Firecracker PR to promote our website and services. They’re pretty good at writing the content. Their English is very attractive and tantalizing. They were able to figure to the media partner. They’re very reliable.

SOLUTION

What was the scope of their involvement?

 They planned a media strategy that included the message and type of content we needed to target our ideal market, selected a myriad of channels that would reach my target audience, and executed the strategy.

What is the team composition?

I worked with Edward (Founder & Managing Partner). He’s a really nice guy and he’s enthusiastic about helping the customer.

How did you come to work with Firecracker PR?

A good friend of mine recommended them to me. He thought we would be a good match for each other.  

How much have you invested with them?

We have a yearly contract and keep them on retainer. The total amount is between $350,000–$500,000.

What is the status of this engagement?

We started working together in January 2018 and the project is ongoing. We paused services briefly because of COVID-19.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

First and foremost, they’ve helped grow our reputation. The content is attractive and the media they select is critical. When our audience reads their content, it gives them more confidence in my company.  

How did Firecracker PR perform from a project management standpoint?

They’re very professional. They’re punctual and dedicated to project success. They pay attention to us as the client. We can call, email, or text message them.  

What did you find most impressive about them?

The most important thing is that they understand the culture. If they didn’t know the local cultural flavors, the content wouldn’t match what we were looking for. That was a priority. I’m Asian and their founder is Asian, so they understood what we were looking for.

Are there any areas they could improve?

It’s not an improvement, but it’s an enhancement. I’d like them to expand on what they’re doing right now.

Do you have any advice for potential customers?

I’d recommend them to anyone looking for a partner with good English skills and understands the Asian market.  

BACKGROUND

Please describe your company and your position there.

I was the VP of Product Marketing for a digital customer service SaaS startup. I headed up all aspects of marketing communications, product marketing, and business development. The company enabled businesses of any size, with a focus on enterprise, to provide customer engagement over chat, social, and messaging channels.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Firecracker PR?

My company had no visible presence in the media when I joined, with no PR strategy and no active content marketing efforts. Our social media accounts were stagnant. I hired Firecracker PR to help us gain visibility in the market and in relevant media through frequent press releases on the company's innovation and customer successes, and thought leadership content. I later expanded the scope to have Firecracker also take over our social media output on Twitter and LinkedIn.

What were your goals for this project?

I wanted to see growth in the visitor count for our website and the followers of our social media accounts, and increased awareness of our brand when speaking to analysts and customers.

SOLUTION

How did you select this vendor?

I evaluated several agencies through phone interviews and was looking for someone I would feel comfortable working with, and someone that could demonstrate a professional, thoughtful approach to the art and science of PR. Firecracker, and Edward personally, stood out on both accounts.

Describe the scope of their work in detail.

After filling out a questionnaire and conducting interviews between my CEO and myself with Edward to explain our business and brand to them, we started with a press release about an upcoming webinar, to get things going. We then defined various themes for upcoming articles, and Firecracker started working on bylines as well as press releases for customer success stories. They coordinated communication and managed the content creation process independently and professionally. 

What was the team composition?

I mostly worked with Edward as well as a client manager, but also got access to his media relationship manager and the writer(s). What I liked most was the accessibility: we setup a Slack channel where the team was always very responsive, which made for the level of efficiency that I value. 

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We saw a steady increase of our website visits and social media accounts over the months to come. In total we published 15 PRs and positioned ~30 bylines (some of them blog posts, but mostly external publications) over ~12 months 

How effective was the workflow between your team and theirs?

Due to the direct access through Slack and email with the team, I foundn the workflow very effective. Where calls were necessary, we were able to quickly schedule and conduct them. 

What did you find most impressive about this company?

Their general professionalism, accessibility, trustworthiness. 

Are there any areas for improvement?

I sometimes felt that nuances of things I communicated got lost when I didn't have the chance to talk to the actual writer, so I would prefer to have the writer on the phone when explaining new content needs.

Also, I would have liked some more proactivity to generate more content, and also be more active around newsjacking. 

BACKGROUND

Introduce your business and what you do there.

I am the CEO of Ancon Development Company, a design-build firm in the construction market.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Firecracker PR?

We had recently designed a revolutionary greenhouse system for pharmaceutical crops, and we wanted to publicize our invention. Our product is unlike anything on the market, so we needed a PR agency who could create the messaging and positioning from the ground up.

SOLUTION

What was the scope of their involvement?

Firecracker PR formulated and executed a complete communication plan to support the launch of our AGT hybrid greenhouse. Their team pitched stories to several high-profile publications, and they submitted our product for Edison Award consideration. In addition to the media outreach, they implemented targeted digital marketing strategies; this included social media management, web content creation, and SEO best practices. They also used research to contact the most qualified leads directly. We plan to work with Firecracker PR on a similar product campaign within the next year.

What is the team composition?

We worked closely with their founder and managing partner, client service manager, and media relations specialist.

How did you come to work with Firecracker PR?

They were recommended to us by a mutual client. The reference was proven to be valid during the first meeting, so we decided to follow through with the partnership.

What is the status of this engagement?

Our ongoing partnership began in September 2018.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We set high expectations for media coverage, and Firecracker managed to exceed them. Our product was featured in many major publications, including International Business Times. They were also instrumental in our invention winning the Gold Edison Award, which is the first greenhouse to receive the honor. Their direct communication efforts were also very effective.

How did Firecracker PR perform from a project management standpoint?

They operate as a business partner rather than an external entity, so the project ran incredibly smooth. We were always informed of the results of their outreach.

What did you find most impressive about them?

Firecracker PR only accepts projects that they care about, which shows in the quality of their work. Their media relations efforts also had a significant impact on our results.

Are there any areas they could improve?

We have yet to experience any complications while working with Firecracker PR.

BACKGROUND

Introduce your business and what you do there.

I’m the president of C3 International Incorporated. We manufacture a prescription-only cannabis pill.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Firecracker PR?

The main reason we hired Firecracker PR was to help increase our visibility and gain press attention. We were looking to get our brand out in the public eye.

SOLUTION

What was the scope of their involvement?

At the start of the engagement, we had several interviews with their team to establish familiarity with our company. Once we explained our vision, they performed a deep dive into our brand. From there, they began the PR efforts and worked to get our business featured in articles, radio shows, and other news channels. Additionally, they manage our social media accounts.

What is the team composition?

Edward (Managing Partner, Firecracker PR) continues to be our main point of contact and helps with all of our needs.

How did you come to work with Firecracker PR?

We looked at the Orange County Business Journal’s top 10 best local PR firm list, and we emailed several of them. When we spoke to Edward, the connection was clear, and his energy led us to choose him for our project.

How much have you invested with them?

We spend a few thousand dollars per month on their services.

What is the status of this engagement?

We’ve been working together since October 2018.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Our business has been featured on several media outlets, ranging from the cover of Total Prestige Magazine to an article in Healthcare Business Today. We’ve been invited to do a few radio interviews, as well. The coverage has been amazing. Firecracker PR’s support has contributed to our visibility increasing both in the market and with the general public.

How did Firecracker PR perform from a project management standpoint?

They’ve been a fantastic team to work with. Firecracker PR does everything they say they’re going to do, and deliver it on time. Everything is right on target with our requirements.

What did you find most impressive about them?

Firecracker PR is there for us when we need them and are a pleasure to work with. They have a great small-company feel that makes the work special. Even when we added social media support to the engagement, they were flexible and didn’t add extra charges.

Are there any areas they could improve?

There’s nothing I can think of for them to improve. I love what they do and I appreciate their dedication.

BACKGROUND

Introduce your business and what you do there.

We are a bespoke cybersecurity provider. We provide managed security services for enterprise-level clients. I oversee all our marketing.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Firecracker PR?

The big challenge was awareness and visibility. In the last couple of years, cybersecurity has been a pretty hot space. Short of having a $200 million budget to do broad mass media and sponsor tech events, we were trying to find something that was a little bit nimbler that could position us in the way we want to be positioned.

SOLUTION

What was the scope of their involvement?

When it came down to it, we knew there was a general need for some things. We used Firecracker PR to get media mentions, get contributed articles placed, and to help us with more guerrilla-style campaigns with infographics and things that leaned more on the digital side of marketing than traditional PR. It was all built to flex in the sense that we were aiming to try all the different approaches, see what came our way, put it all together, and if it leaned more on the traditional side of PR, we would do that.

How did you come to work with Firecracker PR?

I knew the founder from a previous engagement. We had worked together on a different project, and he had the right mindset and approach to getting things done. On the traditional side of PR, he knows all the different editors at strategic publications. On the other side where SEO [search engine optimization] is a factor, Firecracker PR helped us a lot with our social media.

What is the status of this engagement?

Our engagement is ongoing.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

That’s not the basis of what the engagement was structured around. We had some baseline stats that we were aiming to build upon. We were looking for a real fixed growth. Everything is from the ground up regarding the PR landscape and visibility on that side of things.

How did Firecracker PR perform from a project management standpoint?

We have a good cadence. The Firecracker team make themselves available for anything that may happen because we’re not a very volatile industry. If some negative thing did happen that required crisis management, they’re always willing to accommodate if we need their point of view or any assistance.

What did you find most impressive about Firecracker PR?

Firecracker PR is unique because of their blend of traditional PR methodologies with more contemporary digital marketing strategies, including social media and SEO.

Are there any areas Firecracker PR could improve?

Not that I can think of. We’ve been going after the types of things that were important to us and continue to be, and Firecracker has always digested and added to the strategies we implement. That’s exactly what we wanted out of our engagement, the ability to collaborate on a good idea and make it even better.

BACKGROUND

Please provide a brief description of your company.

AsterRIDE is a ride-hailing mobile app that allows people to find qualified and experienced chauffeurs and taxi drivers when traveling to the airport or an event.

What is your role at the company?

I am the chief executive officer and co-founder.

OPPORTUNITY / CHALLENGE

What was the business challenge you were trying to address when you approached Firecracker PR?

Firecracker’s mission was to create brand awareness in the media by conducting a public relations [PR] campaign. We wanted to raise awareness of asterRIDE in the press, in the limo and taxi industry, and among potential passengers.

SOLUTION

Can you describe the scope of the project?

Firecracker PR provided us with a public relations campaign to get radio, TV and print news agencies to cover asterRIDE.

What was your process for selecting Firecracker PR to work with?

A friend initially recommended Firecracker PR to us. We did, however, interview two other firms besides Firecracker.

Can you give us a sense of the size of the project in dollar terms?

I’m sorry, but that information is confidential.

When was the project completed?

The project was completed in August of 2015.

RESULTS & FEEDBACK

What were the results of the project? What has Firecracker PR helped you achieve as a company?

Firecracker PR got us tremendous news coverage in the media and immediate name recognition within the targeted industries. Through their efforts, we have been featured in over 100 different publications.

How did Firecracker PR perform from a project management standpoint?

Firecracker was excellent and very professional. They were on time with their time estimates, their write-ups were detailed, error free, and well thought out.

When working with Firecracker PR, was there anything unique or special about them compared to other companies that you may have worked with?

They have a solid team of professional and seasoned media experts.

Looking back on the project, is there any area they could improve or do differently?

I don’t see anything that they might have done differently.

BACKGROUND

Please describe your organization.

Our company sells surveillance equipment, from action cameras, drones and police body cams to commercial UAVs [unmanned aerial vehicles]. We’re located in the US.

OPPORTUNITY / CHALLENGE

What business challenge were you trying to address with Firecracker PR?

Our company sells to a niche group of clients, and our consumer base is very specific. The people that follow our brand tend to be action sports and drone enthusiasts. Through public relations, we were trying to get ourselves known to those niche groups.

SOLUTION

Please describe the scope of Firecracker PR’s involvement in greater detail.

They assisted us in PR work—like press releases and getting our name known to the media.

Initially, I was the only marketer for the company. We have since grown the team and found the right people to fill in the gaps. We are using Firecracker PR for the tasks that we cannot do ourselves.

They’ve prepared us for trade expos like CES [The Consumer Electronics Show] and helped us reach the right media, like CNET and Forbes. They’ve also given us SEO advice and ran paid advertisements for us.

How did you come to work with Firecracker PR?

I don’t remember how we came across them. Their address is very similar to ours, and it’s possible we received their mail by mistake. It was a blessing in disguise because we needed a lot of help with our marketing. I was the only marketer for the company at that time, and needed help rounding up all our marketing scenarios. It was hard to do just by myself.

Could you provide a sense of the size of this initiative in financial terms?

The cost per month is $8,000.

What is the status of this engagement?

We’ve been working together since September 2015, and the relationship is ongoing.

RESULTS & FEEDBACK

Could you share any statistics, metrics or other feedback from your work with Firecracker PR?

The biggest measure of success is our social media presence. When we started with Firecracker PR, we had zero likes on Facebook.  Within three months of working with them, we rose to 5,000 likes.

We stem from China and Europe, and we made a stake in the United States three years ago. We started with straight sales without any marketing. Because of this, the work Firecracker PR has done has been that much more important.

We’ve attended a few trade shows like CES, which is the biggest electronics show in the world, and IDE, a drone expo. Their owner physically came with us and helped reach out to the media.

At that time, we also attended a side-convention, and he was able to attract media outlets to our booths for us to talk to. Before those shows, the owner would get in touch with media contacts and ask them to meet us. Again, he physically went to Las Vegas from California to help us.

Overall, they helped us socially, with media content and with showing us how to conduct ourselves during trade shows.

What distinguishes Firecracker PR from other providers?

Their availability makes them stand out. When we need them, Edward will be right there. This is essential for getting media contacts and other necessary items fast. While working with other companies, I would find that it took a couple of emails to get their attention.

Is there anything Firecracker PR could have improved or done differently?

Press releases are a big part of marketing, especially when you want to get your name out to new areas. Our brand is relatively new, so we would have wanted to have more press releases. Also, they have a big staff, but it would be good to see more specialized members. They help with our social media, but there isn’t a single person handling it exclusively.

These are small things, and we’ve never used them at their full potential. They always delivered what was requested of them.

BACKGROUND

Please describe your organization.

We are a division of the Commission Development Group. We focus on creating business simulations used primarily in Fortune 500 companies for testing corporate strategy and implementing it in the form of training and development.

What is your position?

I am the founder and vice president.

OPPORTUNITY / CHALLENGE

What business challenge were you trying to address with Firecracker PR?

We’d been successful at traditional marketing forms like with Google advertisement. We were weak in public relations work, such as reaching out to publishers and creating content that could be repurposed. We saw the need of taking these services to an outside provider.

SOLUTION

Please describe the scope of their involvement in greater detail.

How did you come to work with Firecracker PR?

Finding them was a long process, unlike what we initially thought. PR work can be nebulous. There isn’t a lot of feedback available about PR companies.

I started by drafting some key indicators of what we were looking for in an agency. This acted as the foundation for our search. We looked online and asked local business partners. The costs for PR agencies are ludicrous in our area, and we have no need to physically come to an agency’s office.

I looked online through freelancing sites like Upwork and Elance for well-reviewed agencies. I would submit a query through the contact form and see how long it would take them to get back to me. Firecracker PR stood out early on by their response time.

There is a lot of posturing and arrogance within PR companies. They need to maintain this image because they’re generally seen as being a sophisticated and upscale field. The thing that stuck out with Edward Yang from our first conversations, was that he looked at their work not just from a PR point of view, but also from a strategic and marketing standpoint. He seemed to understand the whole marketing machine, including content marketing and where PR fit in.

Once we got through the conversations, we signed a contract and gave them a check.

Could you provide a sense of the size of this initiative in financial terms?

The cost per month is up to $5,000.

What is the status of this engagement?

We started in October 2013. It’s an ongoing relationship.

RESULTS & FEEDBACK

Could you share any statistics or metrics from this engagement?

I have a twelve year background in marketing, including PR work. My criteria are exceptionally high when talking about quality in any aspect of the work. Firecracker PR’s work is sensational. The quality is very high, and their thoroughness and communication skills are great. The products on which we work together are also top-notch.

The results have exceeded our expectations. PR work takes time and is very hard to accomplish. Until you actually pierce the shell, you’re stuck banging on it. Within two months’ time, Firecracker PR had us published in Entrepreneur Magazine and Business Insider.

We’re a niche company selling our product to Fortune 500 partners. Our traditional web traffic is very low as a result. But our traffic went, in the course of one week, from 40 unique visitors a day, to 400. That shows the power of PR in general, and how effective the team at Firecracker PR can be. Their results aren’t simply limited to publishing content but they reflect on our web activity as well.

What distinguishes Firecracker PR from other providers?

They’re effective and good at what they do. They see the whole business/marketing picture and are really smart.

Is there anything Firecracker PR could have improved or done differently?

I underestimated how much work I would have to put in to collaborate with them. I had the idea of handing off everything, which was entirely wrong.

Firecracker PR should make their customers understand that they require at least three hours a week collaborating in writing or other similar tasks. Not knowing this was my fault.

BACKGROUND

Please describe your company and position.

 I am the Communications Director

Describe what your company does in a single sentence.

Our technology automatically ‘understands’ custom-built software systems and provides insights into their inner workings, with MRI-like precision.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Firecracker PR to accomplish?

• Get earned placements

SOLUTION

How did you find Firecracker PR?

Online Search

Why did you select Firecracker PR over others?

• Pricing fit our budget
• Good value for cost

How many teammates from Firecracker PR were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Ongoing PR activities; earned placements. Captured hundreds of placements in important tech and trade publications. 

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Hundreds of earned placements. 

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Yes, they're responsive and flexible to our needs.

What was your primary form of communication with Firecracker PR?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

No frills, good value for what we paid. 

Are there any areas for improvement or something Firecracker PR could have done differently?

None really.