The OTR™ approach to public relations (PR), otherwise referred to as “Own the Relationship PR,” is a method designed to break the fleeting cycle of public relations, where headlines hit and then disappear seemingly within a 24-hour window. Trends come and go, and attention spans are short. For PR companies, gaining quick wins for a client and then moving on to the next may seem like a valid approach, but it can often result in a lack of long-term, meaningful relationships with both the media and clients.
Otter PR, an award-winning and top-ranking PR firm based in Central Florida, has taken a distinctly different approach to building relationships and delivering results. By refining and leaning into its Own the Relationship PR philosophy, Otter PR has illustrated just how far PR can evolve beyond quick wins and short-lived relationships.
How the Own the Relationship PR method works at Otter PR
The professionals who comprise the Otter PR team possess a deep understanding of targeted outreach and forging authentic relationships. “Rather than approach public relations with a ‘spray and pray’ method, we take the time to get to know each client’s goals, dreams for their venture, and target outlets for media placements,” says Otter PR CEO Scott Bartnick. By operating in this way, the relationships Otter PR fosters with each client and media contact are nurtured to maximize their longevity.
Otter PR’s Own the Relationship PR philosophy has reinvented not only how the company approaches traditional pitching but also its approach to PR representation. “Where traditional PR approaches can result in burned bridges or loss of goodwill, the OTR™ method encourages ongoing open dialogue, collaboration, and authentic connection, laying the bedrock for long-lasting relationships with both media outlets and clients,” Bartnick explains.
Building connections with stakeholders beyond transactional relationships in PR
While spotting trends and sending out blanket press releases may get one’s foot in the door, relationship-building is the key to staying top-of-mind with media contacts. With the OTR™ method, relationships are not purely transactional. Rather, they are transformational and based on a give-and-take philosophy.
The publicists and media strategists at Otter PR take the time to understand the unique needs and interests of different publications and outlets, providing tailored pitches, valuable insights, and prompt follow-ups to their extensive network of journalists, reporters, editors, and other key media contacts.
Billy Busch and “Family Reigns”
Since its implementation, Otter PR’s OTR™ method has been successful for numerous clients, gaining them sustained media placements and helping them forge meaningful connections with top-tier outlets. One example is Billy Busch, heir to the iconic Anheuser-Busch beer empire and author of “Family Reins: The Extraordinary Rise and Epic Fall of an American Dynasty.”
Through the OTR™ Method, Busch and his memoir secured placements in ideal target outlets, including Yahoo! Lifestyle, MSN, and Forbes, amongst others. Otter PR successfully positioned Busch as a thought leader and expert in the brewing industry, helping him reinvigorate exposure around his family’s name and historic legacy as America’s best-known brewers.
Mike Mandell (aka “Law By Mike”)
Another example of how Otter PR’s Own the Relationship PR philosophy helps clients establish and foster impactful relationships with the media is the famed internet lawyer Michael Mandell. Also known by his online handle, “Law By Mike,” the OTR™ method enabled Otter PR to help Mandell grow his already impressive online presence by several million followers across his social media.
As a result of Mandell gaining further relevance and popularity during the height of the COVID-19 pandemic, he was able to speak as a legal expert and contemporary thought leader on topics such as mask mandates, as well as trending legal cases, including the infamous Depp v. Heard case in 2022. This coverage, in conjunction with Otter PR’s Own the Relationship PR philosophy, resulted in Mandell growing his online following from approximately 9 million to over 14 million across his social media accounts.
Why Own the Relationship PR delivers lasting media results
“The OTR™ approach is so successful because it garners results,” says Bartnick. “Each client receives tailored attention and media strategies that make sense for their niche, their dreams for their business, and their PR goals.” According to Bartnick, this results-driven philosophy can also help deliver guaranteed placements, even with top-tier outlets such as Forbes and Entrepreneur, where the company has fostered crucial relations with journalists and reporters.
Reputation management is also a facet of the OTR™ method. Otter PR proactively manages the reputations of its clients and their brands by helping to strengthen media relationships and utilizing positive press coverage to reinforce narratives and mitigate any potential reputational damage.
Otter PR has worked diligently to build a team of seasoned publicists from a broad range of backgrounds. With tech experts, SEO mavens, and lifestyle leaders on staff, the firm’s team members are ready to handle everything from complex crisis management to media placements for startups.
Otter PR’s clients consistently rave about the tangible results and strengthened relationships that have resulted from the company’s Own the Relationship PR philosophy. Case after case has demonstrated the power of sustained media placements and taking the time to forge authentic, meaningful relationships.
An unwavering commitment to building a media legacy
However, what truly sets Otter PR apart from other firms is its commitment to lasting relationships. That, in a nutshell, is what the OTR™ Method is all about.
In a world of blanket, faceless pitching and fly-by-night opportunities that end up being dead ends, Otter PR has proven to be a legacy-building firm for its clients. Each member of the firm’s team understands that PR is about people, and that stories are best told when given the time and cultivation to unfold organically.
If you have grown weary of short-lived PR stints and are primed for a more enduring media legacy, Otter PR is the partner for you. With Own the Relationship PR, Otter PR transforms fleeting placements into a lasting media legacy, allowing clients not only to get media attention but also to be remembered.
