"The business of public relations requires considerable doing, but I determined long ago to distinguish our firm for thinking. Anyone can issue a news release, schedule a press conference, or buy an ad. A thinking PR professional might do those things, or something altogether different."From "Work Less, Think More," Chapter 5 of The Little Red Book of Wisdom by Mark DeMoss Click to read entire chapter
Our team is strategy driven. At every point in our relationship with a client, we are asking ourselves, "How can we advance the goals of our clients?"
Strategy Messaging Communications Assessments
Public relations as an industry has, in large part, earned its reputation for being all style, no substance. Too often, PR practitioners work so hard at creating instant dazzle—a constant churn of news releases, interview requests, media calls, etc.—that they miss the opportunity to achieve long-term goals for their clients.
We understand that effective PR activities are driven by a thoughtful, goal-focused strategy. That’s why we begin every client relationship by crafting a communications plan to drive our activities. As we create your communications plan, we will learn:
- Who you are
- What you do
- Your organizational goals and objectives
- Your audience, market
- Your successes and challenges
We will consider your strategic goals and your existing communications systems. The final product is a strategic communications plan that offers strategies and tactics to help you achieve your communications goals.
If a strategic plan is the body of a PR effort, core messaging is its spine. We believe messaging isn’t just an important thing—it’s everything! Developing resonant, relevant, audience-appropriate messaging is one of our earliest activities on behalf of our clients.
Messaging will include:
- Tagline: A phrase that can be used on marketing materials.
- Defining Sentence: The quick answer that any employee or volunteer can give when asked, "What do you do?"
- Stock Paragraph: Provides greater detail than the previous "sentence." It is useful in written materials and in conversations which extend beyond the shorter sentence.
- Expanded Core Messaging for Target Audiences: Develops your messaging and customizes it for each audience group. When appropriate, includes key statistics to support each messaging point.
A communications assessment is a great way to focus your PR strategy by uncovering hidden communications strengths and weaknesses. By interviewing internal and external audiences and reading internal and external communications pieces, a communications assessment will evaluate:
- Internal Communications
- Corporate Identity and Brand Consistency
- Communications Systems
- Communications Tools and Vehicles