Traditionally, public relations agencies do not get involved with their clients' market development simply because it is not their charter to do so - it is not a PR function. This is what separates Impact Communications. Since our approach is to become intimately involved with our clients and their products and services, it is not uncommon for us to help them cultivate new business relationships, such as sales partnerships or strategic alliances. Why do we do this? For two main reasons: 1) Because as we get immersed in a particular product area it becomes natural for us to identify and present appropriate link-ups to our clients. 2) We want to IMPACT their bottom line.
We work directly with our clients to distill the key message points they wish to convey to their public through experienced, insightful counseling. We begin with answering the following basic questions: What is unique about your company? Its products? Its management? What gives your company a competitive advantage? Why should the public be interested in you? We then immediately develop strategy, and once approved, implement the program.
One thing most public relations agencies love to do is boast to prospective clients how much senior level attention their account will receive. But what they routinely do, and fail to disclose to clients, is that most (if not all) of the day-to-day account work is delegated to entry-level staffers. These employees report to their account supervisors, who in turn, report back to the client. But this structure, or lack thereof, often leads to "client chaos." What happens during a conference call when the client has a question? The account supervisor can't answer because he or she is not on the front lines - without an intimate level of account knowledge. Plus, they can't turn to account team members because they're typically not authorized to have client contact. Not only is this deceptive and irresponsible but it is also an inefficient way to operate. With Impact Communications, our clients consistently have senior-level support who know the status of an account at any given time.
One of the ways in which a public relations firm assists a company in building and maintaining relationships with its public is through its own relationships with the news media. We communicate our clients' messages through an extensive network of media contacts that span the print and broadcast mediums in the trade, business and general consumer press. Whether it is an appearance on NBC's Today Show or a product announcement in a key trade publication, Impact is plugged into the media.
The only relevant standard of measurement when retaining a public relations agency is results: Are they proactive? Are they getting the job done efficiently? Are they doing it cost-effectively? Impact Communications pursues every identified media opportunity for its clients and follows those opportunities through to fruition. We don't allow our clients to get lost in the proverbial shuffle. In short, "balls do not get dropped." After all, so much of our success has come from working through challenging situations - achieving results in the face of adversity.
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