BlinnPR prefers to start with the required objectives... and then work backwards.

For instance, in the case of increasing a client's exposure, we:

1. Conduct extensive interviews with senior management and research data so the client and agency can agree upon the reputation that the client will own.
   
   
2. Finalize messages and talking points.
   
   
3. Identify and profile the essential influencers within each target audience capable of anchoring this reputation.
   
   
4. Hone in on the outlets and types of coverage most likely to reach these influencers.
   
   
5. Strategically target the "gatekeepers" at these outlets, making sure that we approach each in the appropriate manner with story angles they or their sources are most likely to find appealing.
   
   
6. Contact gatekeepers via email, phone, fax, in person, etc.