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Profile Mission Statement "A public relations campaign with me never entails press conferences no one attends, fluffy news releases and other boilerplate tactics. In the category within which I work, who you are hanging out with and how fast you receive your information and respond to it takes you a lot farther. I will make sure you know the right people, and they know you. Knowing the regulatory climate helps me protect my clients. Many companies can’t afford to have someone on staff to be an industry liaison, and I serve that function. Additionally, I learn the strengths of the people involved in each of the businesses I work with and use those to position the company and gain recognition." "I am the first one to say that I'm not going to be a good fit for every company that contacts me. My style, although highly effective, is refreshingly non-traditional. And I am selective: I have to believe in my clients, that they are operating with integrity and are marketing beneficial, safe and effective products. They have to understand that their success in the long run is linked to a healthy industry operating with integrity. I do not do “hype” campaigns. Hype campaigns are bad for the clients in the long run and the industry overall. They also don't meet the standard of ethics and values I bring to my work. Those companies that do share these values find me a great asset as a team member." How
We Work The Shelton Group's overall directive is to help further the client's goals - or in some cases, help them to identify and refine their goals. In addition to basic services, the Shelton Group also offers access to an extensive network of individuals and companies well established in the dietary supplements industry, such as the LDI Group, Nutrimarketing, the Fresh Ideas Group, IMAGINutrition, Peter Harris & Associates, and others. These allied companies handle such diverse—-and necessary--areas as regulatory issues, scientific research, specialized food PR, and advertising. The company utilizes a network of talented consultants with specific areas of expertise. This ensures that clients receive the exact suite of services they need. An advantage of a small agency like the Shelton Group is that the individual working on an account knows the client’s products and philosophy thoroughly. Since the firm’s client list is intentionally exclusive, each client receives priority attention and service. “Because of our commitment to the natural products industry, we have solid relationships within the industry. We understand the unique sensibilities, challenges and regulatory climate in a way that outsiders can not. We have a strong interest in protecting the integrity and image of the industry. For example, The Shelton Group will never issue a statement on your behalf that discredits the category indirectly, as this ultimately impacts a client negatively. Mainstream PR firms don’t have enough knowledge to understand these nuances, which is why a PR firm specializing in the industry is the better choice.” The Shelton Group will work with you to identify and refine your priorities. We will then develop tactics such as media relations plans, industry visibility campaigns, educational programs and other ways of meeting your objectives. Basic PR services like developing or revamping press kits, and media training are, of course, part of the package. We are experienced in crisis communications, familiar with the regulatory challenges, and understand the extra assistance needed by international clients. Beyond PR Contact
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