When a client is not certain of the value the public relations effort is delivering, often what’s missing is a fresh look at the strategic plan. Is the current PR program more reactive than proactive? Are management’s priority business objectives being supported in the public relations program, or is the program basically the same year after year? Have some of the audiences been relegated to the point of little or no attention until an issue arises, and then unplanned expenses incurred to the detriment of planned initiatives? Are the various sponsorships and affiliations the company maintains being fully exploited to deliver every ounce of value and impact possible? Is management being provided insight and advance notice on issues and opportunities likely to affect company performance?

As public relations counselors who operate as a seamless extension of our clients, we become deeply involved in the concerns of our clients. Our clients rely on us to help be their eyes and ears, looking and listening for emerging trends, new means of reaching audiences cost-effectively, and creative approaches to communicate redundant messages like safety, quality and shareholder return to the same audiences year after year.

As partners in achieving bottom line objectives, we maintain that solid strategic planning can and should occur in a short timeframe. We do not believe that thick, tabbed-section binders that take months to produce support the quarter-to-quarter pressure today’s CEO lives under. With that in mind, our Attack Plans quickly capture research findings, and establish objectives and action items, so that implementation and evaluation can begin as soon as possible, always with a focus on the results the client sought when engaging the agency as their partner.