pressDOOH, launched by David Haynes, is specifically positioned to help established and start-up companies develop effective communications material, such as press releases, white papers and case studies, to help build market awareness and drive new business. What sets pressDOOH apart from established public relations and communications firms is that the company founder has a deep history and understanding of the specific DOOH industry.

Haynes, founder and principal of pressDOOH, is a well-known industry pioneer who made the leap from mainstream print journalism to new media in the mid-'90s, and has been involved in the digital signage and DOOH sectors for more than a decade. He is also the writer behind Sixteen:Nine, a widely-read and respected blog.

Until recently, Haynes was director of sales for Broadsign, and earlier was director of business development for Enqii. Both companies are among the biggest names in the software side of the DOOH industry. He was also a founder of Concourse Media, now part of the Bassett Media Group, specialist in DOOH advertising signage.

"Writing is in my DNA, and this is really just a return to my roots," says Haynes. "I have watched the industry evolve and mature for years now, and I've noticed a clear need for a communications company that can help a lot of CEOs and presidents build awareness and profile. Before launching pressDOOH, I researched the industry and spoke to many people who stressed uniformly that something like this is needed."

Haynes says that only a handful of companies involved in DOOH are engaging formal public relations firms to drive communications, using people who typically have little or no idea about this industry and its many dynamics. The rest either go without any press or other communications, or develop and send out missives only sporadically, at best.

"I've been reading press releases and white papers for years now, because of my blogging work," says Haynes, "and I'm amazed by how much ill-conceived or misleading material gets sent out in an attempt to get attention from blogs, news portals and trade publications. What these companies don't realize is how damaging that can be in an industry that is so tight-knit and scrutinized. I've read all kinds of announcements that probably seemed like good ideas, but show a real lack of perspective on the part of whoever is doing the media. Handled well, though, things like press releases and papers are a hugely cost-effective way to make noise in the market."

With low overheads and little or no learning curve to climb with customers, Haynes says pressDOOH's fees should typically land well below PR industry norms. The work will also automatically get filtered and spun by someone who knows what matters, and what the trade wants to see.

"While I'll certainly be working with the Canadian industry, I feel that most of my business will be with companies in the U.S., as well as those in the Asia-Pacific region. The latter often have difficulty to expressing themselves in an English that will attract those they want to reach. pressDOOH is here to give them a hand."

Haynes says that he already has four or five unnamed clients interested in using his services, and he will be working on a non-exclusive basis with all firms.