Abbott Public Relations
a reputation agency
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Some Case Studies:
Abbott ePublishing
Abbott ePublishingBackground: Abbott ePublishing is an electronic book publishing house that has launched in the depths of a deep recession. Books are expensive, and often "padded" with hundreds of pages to make them seem more imporant (and justify a higher pricetag.) It's no wonder that book readership has plummeted, and the print industry is faring about as poorly as all others.

APR's Work: In this tough economic environment, Abbott ePublishing's Website, abbottepub.com, was launched by APR in mid-March, 2009. APR's news releases highlighted the company's 30+ titles (when most epublishing start-ups begin with less than five titles) and sub-$10 pricing strategy, which was designed to appeal to frugal customers and those who are fed up with $15 titles from major distributors.

APR also highlighted Abbott ePublishing's "shorter book" concept, which is targeted to the book reader who doesn't have time to plow through 200-300 page paper-bound books that are "padded" to make them justify a $20+ pricetag.

In the first few weeks, APR received several news mentions that generated leads from potential authors. Sales have been steady and traffic on the site remains brisk.

NH State Rep. Saggy Tahir
Saggy Tahir speaks at the 2005 Manchester GOP Meet the Candidates picnicBackground: In September, 2002, Stephen Abbott was hired to advise Saghir "Saggy" Tahir in his bid to return to the New Hampshire House. The former chair of the city GOP faced running in a newly drawn, Democrat-leaning district.

APR's Work: Abbott advised Tahir to highlight his centrist platform and focus on his character and integrity. Abbott created ads, designed a Website, www.saggystaterep.com and wrote news releases to raise the candidate's visibility and emphasize these themes. On Nov. 5, Saggy was among the top three candidates in a 23-person race - just two votes from a second-place finish - and outpaced 15 Democrats in the three wards that were added to his old GOP-leaning district after redistricting. He has since gone on to wins in 2004, 2006 and 2008. He did not seek re-election in 2010.

Charles Tarbell for Governor of New Hampshire (2004)Charles Tarbell - candidate for governor of NH in 2004
Background: Stephen Abbott was called in to manage the last month of the previously self-managed 2004 Gubernatorial campaign of Charles Tarbell, who was challenging incumbent Gov. Craig Benson in the Republican primary. Before APR's involvement in the campaign, Tarbell had made it clear to media that he was running simply to "make a point" about education funding and would not raise any money. As a result, the media and other Republicans were ignoring his candidacy.

APR's Work: While it was far too late to pull off an upset victory, APR worked with Tarbell to re-invigorate the campaign and attract positive notice. He hit the ground with a renewed determination and a "Ten Pledges of a Tarbell Administration" stump speech written by Abbott, designed to show he wasn't a one-issue candidate. He made many positive impressions on the campaign trail. While still skeptical, the media did begin to print the campaign's news releases, media statements and fundraising numbers, and he was included in a Portsmouth debate and performed well in that venue. Tarbell received the endorsement of some prominent Republicans and the state employee's union.

On election day, he took an average of 20% of the vote statewide, 23% in his home county, and 43% in the incumbent governor's hometown of Rye. He accomplished this with a few speeches and press statements that carried a new message that was clearly understood, along with some focused grassroots campaigning.

Abbott Public Relations has recently done work for:



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