Public Relations & Communications
Earned reputation: what you want to be known for, being useful to the journalists who cover it, and communicating honestly when something goes wrong.
Überblick
Most PR programmes are an announcement calendar. Product releases, hires and awards pushed to the same list, each achieving very little because none of it is news to anyone outside the company.
The alternative is a position: what you want to be asked about, and the evidence that makes you worth asking. It usually means announcing less and commenting more. And it means being straightforward about what earned media cannot do, which no amount of budget changes.
Für wen das gedacht ist
- Companies issuing regular announcements with little coverage to show
- Organisations going through restructuring, acquisition or leadership change
- Businesses facing a specific reputational problem
Die Bereiche von Public Relations & Communications
Jeder Eintrag führt zu Umfang, typischen Ergebnissen und Ablauf.
Häufige Fragen zu Public Relations & Communications
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Can you guarantee coverage?
No, and anyone who does is either buying it or misleading you. Earned coverage depends on an editor's judgement. What can be committed to is the quality of the story, the accuracy of the targeting and the volume of outreach.
Can you remove negative articles or reviews?
Not accurate ones, and we would not attempt it. Factually incorrect content can be challenged through the proper process. Beyond that, the answer is to address the cause and publish enough genuine material that one item is not the whole picture.
How do you measure PR?
Share of voice against competitors, whether your key messages appear in coverage, referral traffic and branded search lift. We do not report advertising value equivalence.
Umsetzung über Märkte hinweg
Teams, die in verschiedenen Regionen, Sprachen und Regulierungsrahmen geliefert haben.
Von Anfang an prüffähig
Sicherheit, Barrierefreiheit und Datenschutz entstehen beim Bauen, nicht kurz vor dem Audit.
Gemessen statt vermutet
In jedem Projekt steht die Erfolgskennzahl vor dem Start fest.