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QUESTION #2
What is BlinnPR's process for developing a PR strategy?
At BlinnPR, we gain a full understanding of client
objectives before we design a communications program.
We begin by learning everything there is to know about you, your
business, your business environment, your competition, your concerns and your
goals. From that foundation we develop a customized-for-each- client PR
strategy.
- We review client collateral materials to familiarize ourselves quickly with
the company's communications history, including existing message guides
and Q/As, clippings, internal research, analyst reports, competitive
analyses and market research. (We'll also recommend new research studies if
needed.)
- We leverage the work of your previous PR firm as well as in-house PR experts.
We are as eager to embrace and extend any proven PR strategies and tactics
as we are to introduce our own.
- We then schedule f2f sessions with essential client personnel in order to
learn how we can best fit into and support your overall marketing effort
and to gain a full appreciation of your business outlook and current
messaging issues.
As concerns public relations, BlinnPR believes that the most dangerous thing a company can do is to assume that the
world sees the company the same way the company sees itself.
- We seek a complete picture of your reputation by soliciting the candid
comments of key influencers outside the company. Whenever practical, we
believe in going directly to the "gatekeepers" i.e., media,
clients, prospects, competitors, employees, recruiters, etc., who are in
the best position to reach your target audiences, along with analysts and
other "influencers." In our experience, these gatekeepers appreciate
having their opinions solicited, and the very act of garnering these
opinions grows respect for the client, setting the tone for future
communications.
- Once the true state of your reputation is ascertained and understood, appropriate
strategic objectives, positioning and messaging are proposed, discussed
and agreed upon.
It sounds like a long process, but it takes very little time
for us to get up and running. And our discovery work doesn't end when we have
devised an initial strategy. Throughout our relationship, we will revisit,
revise and expand the objectives as needed to foster positive relationships
with key media and analysts that enhance your reputation among your target
audiences.
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