Introduction:
Most organizations understand the importance of effective communications to further their mission and achieve corporate goals. The key to any successful public relations campaign revolves around creating interest in your company, both with your customers and with the media. A controlled strategic communications and media relations campaign will have a profound impact on target markets, clients, and potential customers.
The enhanced media coverage happens because a company creates a circumstance, a surprise, a scoop, a juicy tidbit, and has the right timing. It’s about repetitive story telling through a number of media outlets that creates buzz through press releases, advertising, and a bit of controversy. It becomes natural that people will want to know more about your company.
A sound communications plan, like a sound business plan, provides you with a roadmap of where you want to go. It also outlines the steps you need to take and the resources required to get there. These communication efforts need to be geared towards shaping public perceptions, enhancing your reputation, building positive brand awareness, and positioning your company as a leader.
Branding:
A strong branding strategy can add significant value to your company. First, a strong corporate branding strategy is no less or more than the face of the company, portraying what the company aims to do and what it wants to be known for in the marketplace. The corporate branding strategy sharpens your marketing focus. It stands on top of the brand portfolio as the ultimate identifier of a company and encapsulates all of its activities. The one-brand architecture, which markets many global activities under its umbrella, can often help the company to focus on its core vision and values. This singular branding strategy can help the company achieve its goals by bridging service areas as opposed to the multi-branding strategy.
The founder of Sony, Akio Morita, once said, “I have always believed that the company name is the life of an enterprise. It carries responsibility and guarantees the quality of the product.” A strong and well-balanced name throughout the company can lead to a well-recognized global organization, which will ultimately provide for successful and sustainable financial results.
Media Relations – “One Message, Many Voices, Direct Impact:”
The main objective is to leverage a media and public relations campaign with the media. We have a keen understanding of the types of information that publications are seeking and how best to feed them timely material that meets their needs. Editors and publishers are inundated with press releases, story ideas, and complete articles, most of which are well-written and worth publishing. Preparing the right person to expect and receive the information is half the battle. Convincing them to publish it, is the other half.
Since we are a media publishing company, we already think like editors and reporters and understand what will make their jobs easier. Furthermore, our representation of other organizations has provided us with credibility within the media marketplace. Our submitted press releases get published and our story ideas have legs with editors and reporters. We have established relationships with many important publications and we know how to quickly establish relationships where none currently exist.
Skillfully delivering the right message across the media can be the difference between winning acceptance in the marketplace. And, these messages can define a company for years to come. Credible, influential, and universal - the news media is an indispensable channel for reaching your audience.
Reputation Management:
In the media, corporations succeed or fail based upon the way the public perceives them. As more and more corporate leaders have come to recognize this strategic premise, public relations and reputation management has become an increasingly vital tool in the day-to-day operations of a company.
There is a difference between image and reputation. Image is temporal and somewhat superficial. Reputation is the enduring character of the company and one of its most valuable assets. It is the composite picture of an organizations key traits as seen through the eyes of the public and in the context of the marketplace.
Too many people still believe that terms such as “image making” and “spin control” sum up what the public relations business is about. This language undermines the real value that good public relations and reputation building can do for an organization. The traditional role of putting a pretty face on for the public is out of sync in the new information age. It’s too fast and too robust. Today, media companies use internet and print versions that offer information generously, clearly, and methodically. A clear and concise plan for information distribution can be the building blocks for a tactical reputation building campaign.
Marketing, Advertising, and Media Materials:
The carefully crafted message of marketing, advertising, and media materials is the most efficient way to provide unfiltered information, tell the company’s story, and highlight your products and services. It’s part reason and part intuition. The most effective way to communicate is to deliver the same message, with the same look and feel, through a wide range of materials.
Think about it for a moment. A sales/marketing person will absolutely cost your company hundreds, and perhaps thousands of dollars, to write a letter, make a phone call, and travel to meet the prospective client. And, while there is no substitute for that essential human touch to close the deal, marketing brochures and advertisements can reach a huge audience for just a few pennies.
By and large, the techniques of creating marketing brochures and advertisements are the same - promise the reader a benefit; news, testimonials, and helpful information. And, make sure that your promise is important to the customer.
The creative process for marketing and advertising materials is simple. Understand the current perception of the target audience. Determine what perception is needed to change the target audience’s behavior. Then, design a campaign that will help create that new perception.
Organizational Communications:
As the company changes in its organizational structure, marketplace, or mission, the communications challenges are greater than ever, particularly because companies come under closer scrutiny by shareholders and the media.
While you need to communicate with a range of stakeholders to maintain credibility and confidence during a transition, one audience must come first - your employees. They are the ones closest to the change and ultimately the ones who will execute it. Whether alleviating concerns during a transitional period, rallying support for a new program, or generating motivation and behavior that builds the brand from within, employees are the key to sustaining your company’s competitive position and superior performance.
We can work with you to develop your vision, mission, values, and strategic direction by helping define your core messages.
Web Development:
The internet is the marketing forum of tomorrow, but its being played out heavily today. Executives and buyers are using the net to access real-time information to make important buying decisions.
Web sites need to be useful, informative, and easy to navigate. They also need to become a place to do business. A broad spectrums of businesses are moving daily information activities on-line.
We have built a number of websites that are useful, informative, and easy to navigate. We also own an online news wire system Newsletter Science™ and service that can provide E-Messaging, E-Marketing, and E-Newsletters to your clients, vendors, and employees throughout the world. It is one of the most sophisticated E-Service systems in the world. It can handle millions of e-mail addresses and has the capability to utilize photographs, logos, live-links to websites, e-mails, and PDFs.
Services:
Corporate Branding
Media Relations
Reputation Management
Marketing, Advertising,
and Media Materials
Organizational Communications
Web sites
Electronic Newsletters
