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Planning for Success We develop public relations programs using our proven planning process. This discipline employs interviews with client executives, surveys of media and decisionmakers, and extensive analysis of media coverage to evaluate the client's current positioning and to design communication strategies. Our four-point process examines:
Context — industry and market trends, upcoming developments that shape perceptions of the category and offer opportunities to make news Communications — client visibility and profile in business, trade and consumer media, review of competitor communications Commentators — influencers and opinion leaders — such as industry experts, analysts and consultants — who can provide a third-party endorsement Based on this review, we develop a public relations plan that identifies the client's most powerful and credible messages, details strategies and tactics, and targets the most influential media and methods to achieve the business objectives.
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Competitive
position
— client performance, values and attributes that determine the company's
industry ranking
