SAN JOSE, CA: The Hoffman Agency has launched a broadcast services practice.
The offerings include broadcast training, PR strategy, and media relations, as well as production of VNRs, b-roll, and multimedia web content.
Sheri Baer, who worked in television for 13 years, is director of the broadcast practice. She said that the agency competes against few PR agencies for clients wanting broadcast expertise.
"Production companies are going after pieces of the work, as well as former journalists doing media training. But the blending of these experiences is a unique offering, she said.
According to Baer, the advantage of hiring Hoffman over a production company is the strategic guidance that comes with the technical execution.
"If I think the client has a story that is not going to interest the broadcast media, I am going to say so, she said. "Production houses are not going to give that kind of push back."
Hoffman has been building broadcast capabilities for four years, and the new practice includes the launch of a digital video production studio, including digital editing equipment. The firm has also added the ability to produce multimedia content.