Public Relations

Five Years DeBerry


Break out the Champagne. The DeBerry Group turns five today!

As we toast our awesome team, we also raise a glass to our clients, most of whom have been with us for much longer than five years. In 2012, we started the DeBerry Group with six committed and passionate employees. Today, we have a team of 17 that delivers remarkable results for our clients every single day.

In that time, our capabilities have grown exponentially as we stretch our skill sets to serve our clients holistically, providing everything from strategic public affairs and crisis communications to full-service integrated marketing solutions.

Along the way, we’ve changed the conversation — and more than a few diapers. Not only did our team members welcome four of “DeBerry Best” babies into the world, they embraced the digital and social media revolution and took a regional diaper cream known as Dr. Smith’s into the national marketplace. Today, the San Antonio-based product competes on store shelves from California to New York, and we’ve helped entice thousands of new moms to “Reach for the Doctor.”

With advertising, we skipped the crawling phase and sprinted toward a full-service creative department to bolster our branding, advertising and social media services. Lucky for us, our creative director, Laura Hotten, is like a Swiss Army knife in heels. She produces video, creates animation, designs, codes, builds websites and keeps the creative inspiration flowing through all that we do. Together with a seasoned senior art director and energetic production artist, the trio recently won a Gold Addy for their work on the Hemisfair Annual Report.

Today, we are also thrilled to welcome a new marketing director, Kristine Smith. A data-driven, classically-trained marketer, Kristine is a digital junkie with nearly two decades of experience and a contagious passion for discovering the next big idea.

At this stage in the game, we consider ourselves to be an integrated marketing firm. We create strategies that effectively combine public relations, public affairs, government affairs, marketing, advertising, digital and social media strategy to meet the goals of our clients.

We look forward to continue changing the conversation for our diverse roster of clients, including Brooks, SAWS, the San Pedro Creek Improvements Project, Ranger Health, the Alamo Endowment, H-E-B, CAST Tech, the Holdsworth Center, Mission Pharmacal, Éilan Hotel & Spa, SeaWorld San Antonio, the Lone Star Brewery redevelopment project, Bexar County, CST Brands, Inc., David’s Legacy, San Antonio Book Festival, Spurs Sports & Entertainment, Baptist Health System, and others. We’re also excited about new relationships and clients the future holds.

Downtown will always be ground zero for us, and we remain steadfast in working on initiatives that help propel San Antonio into the future. But we’re also energized about expanding with clients who are doing great work across Texas and the nation.

Pediatricians say that developmentally age 5 is when a child becomes more independent and self-confident. We can check that box. Cognitively, the 5-year-old is curious and inquisitive, energetic, silly and at times, rowdy.  That pretty much describes the DeBerry Group team. Although DeBerry is the name on the door, it takes the work of every one of us to crush it on the daily for our clients. (Slang credit goes to Rachel Trevino, head millennial on staff.)

Now back to that Champagne.


How To Speak PR


In media training sessions, we urge clients to avoid using jargon in interviews, but listen in on our office conversations, and you might think we’re talking nonsense – or that we’re sailors, but that’s another story.

Here’s an intro to some basic PR terms to help make sense of it all.

pitch – A key element of public relations, a pitch is an attempt to get a journalist to cover a client’s story. A strong pitch is timely, brief and relevant to the media outlet. In today’s electronic world, pitches are frequently sent via email, but occasionally you can still reach a reporter the old fashioned way, on the telephone.

hit – Keeping with the baseball theme, a hit occurs when a pitch is successful and news coverage is secured on behalf of a client. Getting a hit is a great feeling, similar to that of a pro baseball player getting a hit in a big game, or so I imagine.

above the fold – This term denotes the location of your hit in a traditional newspaper. A story above the fold is located in the top half of the printed edition of the paper and is considered a win. On the page is good; above the fold is better.

good sound – When clients give good sound, they hit their television or radio interview out of the park. (Sorry, I just want to see how many baseball metaphors I can fit in one blog post.) In other words, they speak to all of their key messages in snippets that are easy for reporters to edit into their final stories.

the wire – No not the HBO show or a circus act, the wire refers to press release distribution services. When a press release “crosses the wire” it is received by numerous journalists and websites at once. The term is a throwback to when news was sent out by telegraph.