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A successful public relations program is typically
the most cost-effective method for increasing corporate
visibility and credibility with target customers.
It can also be an excellent means of demand creation
and achieving perceived market dominance.
Problem
Getting the attention of the trade, business and broadcast
media is increasingly challenging as new companies,
products, and innovations arrive to the market at
a record pace. To make this more challenging, many
companies do not carefully evaluate and select the
right agency based on their industries and unique
needs. Even with the right agency, marketing often
fails to set clear PR objectives with measurable results,
and ensure there is an experienced internal person
driving and supporting the PR team's needs.
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Solution
Karen is known for developing strong, successful PR agency
partnerships. She knows it is critical to match the skills
and experience of an agency with the company's specific
needs. She frequently evaluates PR professionals and agencies
on behalf of her clients. Once selecting the appropriate
agency, Karen uses a disciplined planning process with the
PR team to set focused objectives and ensure there is agreement
about what success is, how it will be measured, and ensure
the team has what it needs to achieve success.
Results & Benefits
The PR agency evaluation process results in hiring a team
with the appropriate industry knowledge, media relationships,
and a track record of success. The disciplined planning
process results in a clearly documented PR plan with goals,
strategies, tactics, timelines, ownership and success measurement.
This helps the team select and execute programs that will
make the biggest impact to achieving the PR goals, helps
maintain focus on key priorities, and enables continuous
measurement and accountability of success. It also serves
as an excellent communication tool between the company and
agency.
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