|Techniques For Effective Public Relations|
Counseling and Program Development
We consider counseling on matters related to communications to be the most important function we provide. None of our programs proceed without a foundation of sound strategies with clear goals and objectives.
A written plan of action defines your objectives as a client, your communications needs and appropriate strategies and activities. The plan also includes a schedule for realizing objectives and a recommended budget. Evaluation of program effectiveness is ongoing.
Our broad range of current contacts with general media such as newspapers and consumer magazines and with industry-oriented business, trade and technical publications have been developed over the years. Regular and frequent phone and personal communications keeps our awareness high. We stay abreast of what publications are looking for, specific editor interests and readership changes. By anticipating editors’ needs, we are able to better sell your stories.
Interview Arrangements and Preparation
For all major interviews, Brigham Scully prepares a detailed briefing about the type of publications, the reporter, the subject, and the types of questions expected. For especially important or sensitive interviews, we also prepare a set of challenging questions and review with our interviewee the various answers which would be in our client’s best interests.
Editorial tours can prove valuable opportunities for meeting with editors on an informal basis. One or two client executives and an agency representative visit appropriate business, trade and technical publications and industry consultants. We usually time such tours to take place immediately preceding tradeshows or major association events.
As many as five or more editorial meetings can take place in a day with breakfast, lunch and dinner meetings scheduled as convenient. Preparation of special press materials or audiovisual presentations are completed prior to the tour. Thorough follow-up ensures that the tours generate expected story coverage.
News Conference Planning and Coordination
Although the news conference is an accepted public relations technique, we reserve these events for truly major and significant announcements. We find that, in many cases, especially when dealing with several competing publications, the one-on-one interview, in the client’s office, neutral territory or during a tour is more effective.
When we do stage news conferences, we assume responsibility for selecting the media list; preparing special invitations; preparing press kits and other special materials; arranging time, place, refreshments and other logistics; briefing and rehearsing client participants; and handling important follow-up with individual reporters and editors.
We take pride in producing high quality editorial work. Our writing efforts on your behalf would include —
No one enjoys planning for a crisis. Many companies would prefer not to have to talk to customers, the press or even employees when crises occur. But open channels of communication enhance your company’s image in good times as well as bad. A crisis well-handled can build well-earned respect, as well as trust in company management. At Brigham Scully, we are always prepared to help you handle the unexpected and the unwelcome. We also attempt to anticipate crises to better prevent their occurrence.