Public Relations
Perhaps best stated by our founder, Anthony M. Franco, whose decades-old definition of public relations stands the test of time:
“Public relations is the art and science of analyzing trends, predicting consequences, counseling leaders and implementing professionally planned programs of action which will serve both the organization’s and the public’s interest.”
We’re rooted in PR – which makes us excellent at the people-powered, relationship and instinct elements of our work. But we’ve evolved our approach over our five-plus decades to remain at the forefront of a changing industry – combining PR, marketing, social media/digital, design, video and analytics to deliver integrated communications programs that drive organizational performance.
While we excel at media relations, our integrated approach to PR also enhances the reputation of your organization, complements and improves your existing marketing, leverages corporate social responsibility efforts, enriches customer relationships and supports recruiting efforts.
Our PR Services Include:
We’ve developed a three-pronged approach to media relations.
Identify targeted publications and reporters | Make the reporter’s life easier | Quality over quantity
We don’t simply write and send press releases or pitches – we take a storytelling approach to media relations and tailor your message for relevant media outlets across a variety of channels. We voraciously consume news, staying on top of the news cycle by monitoring trends, hot topics and your competitors. Our media programs include a mix of local, national (international when relevant) and trade outreach – with each program tailored specifically to your company/industry and your overall goals. We don’t do cookie cutter programs, we’ll never blast a release or pitch out and call that media relations and we won’t hang our hats on ad value equivalency as a success metric (in fact, you’ll never see AVEs included in our metrics!).
Brand ambassadors, advocates or “influencers” can be powerful and versatile promoters to raise reputation and awareness of your brand. When building influencer programs, we don’t only consider influencers with the biggest following. We’ve found micro-influencers (smaller but often more dedicated and activated communities) often lead to the best relationships and results. We can connect you with the right influencers on social channels, blogs and at events to amplify and authenticate your brand or event with an influencer program. We’ll help you plan and host influencer tours and provide unique opportunities to ensure you’re getting the most return on your investment. Tailored programs would include a combination of results-driven strategy with defined KPIs, copywriting, social media promotion, unique links to measure results, giveaways and driving event attendance.
If your brand mission includes investing in matters that align with your core values and making an impact in the communities you serve, then we can ensure community relations is a core component of your integrated communications program. We can develop new and promote existing community programs to bring awareness to the work you’re doing as a responsible corporate citizen. Our community relations expertise includes crime prevention, employment, fiscal responsibility education, environmental programs, clean-up and beautification, recycling and historic restoration. We have clients who have earned media due to their scholarship programs, urban renewal projects, arts programs, social and educational programs, children’s activities, and sponsorship of local sports teams and events.
It takes a strong position to stand out among the masses of “thought leaders” touting their opinions on dozens of platforms every day. Through thought leadership development, we turn company leaders and subject matter experts into well-versed opinion leaders and the authority in their area of expertise. Many organization leaders we work with have become recognized and sought out for speaking engagements and media interviews on a regular basis. Depending on your industry and the audiences you want to reach, we’ll recommend the best channels for thought leadership – including trade bylines, op-eds, a video series, LinkedIn Pulse, Medium, webinars and keynote speaking events.
Your spokespeople are your most important business ambassadors. We frequently conduct media and message training for key leadership who may serve as spokespeople with the media or participate in speaking opportunities on behalf of your company. Trainings typically take place in one full day or two half-days, with Franco President Tina Kozak and Integrated Media Consultant Ed Garsten leading the trainings. A training presentation includes best practices and tips for speaking with reporters, interview techniques, how to address difficult questions and avoid potential “traps” and proper protocols for handling media inquiries. Drawing from his decades of experience in journalism and his current role as a Forbes contributor, Ed will conduct mock interviews with each participant and provide actionable and real-time feedback.
Our expertise in integrated communications doesn’t only include external efforts. We’ve had the privilege of helping our clients connect with arguably their greatest asset – their people – through effective internal communications.
Serving as a true partner, we’ve supported our clients’ internal communications efforts in various capacities, from crisis consultation and preparing presentations for executives to managing employee advocacy programs and writing letters to parents from school administrators. When it comes to internal communications, we’ve truly done it all.
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