A POWERFUL TOOL TO SAFEGUARD AND ELEVATE YOUR BUSINESS
Protecting your business and your brand is critical in today’s marketplace.. Smith Kroeger’s public relations expertise can play a multifaceted role in managing and enhancing your organization’s public image and reputation. We can create strategies and implement tactics to shape your brand perception, manage crises and create meaningful connections between you and your different audiences. Public relations can be an important tool in maintaining and promoting a positive image in today’s competitive and dynamic news environment.
Public relations can be an important tool in maintaining and promoting a positive image in today’s competitive and dynamic news environment. Specific areas of work we offer include:
CRISIS PREPARATION AND MANAGEMENT
Think about what could go wrong in your organization — a bad customer interaction, personnel misconduct, product issues, an injury — and then think about if you’re ready to handle them in a timely manner with confidence. Smith Kroeger can help you create a crisis-management plan that documents the types of issues that could occur and the details on who is notified, who makes decisions and how different audiences are informed.
Additionally, based on your brand, we build out what your public relations communication philosophy should be. This philosophy informs how you react and what messaging you should employ.
In time, anything can go viral. Consequently, it’s important to understand all the directions news can spread, how people will react to it, what you can do to minimize the damage, effectively communicate a response and get the conversation to move on.
Also, if you find yourself in a bind, please feel free to give us a call and we can always jump in and advise in a crisis situation.
PRESS RELEASE & NEWS ANNOUNCEMENT
Do you have a big announcement that needs to get out there? We can help you not only write it, but also create a distribution plan that gets your good news maximum exposure. Smith Kroeger has platforms in place to send your release out on the wire, or to curated journalists in your market or industry who would be most interested in covering your news. We also report on the results and can help you plan on how else the announcement could be leveraged, whether that’s through social media, internal communications, external channels or owned media.
EARNED MEDIA STRATEGY
If you’re looking to build your public relations program beyond one-off news announcements, we can collaborate with you to create an ongoing earned media strategy. This is a longer-term engagement that involves mapping out newsworthy announcements, identifying internal subject matter experts and crafting stories to pitch to targeted publications. This strategy will also include other ways information can be leveraged across channels, including social media, video, owned media and sponsored content.
MEDIA MONITORING & REPORTING
Do you need to keep track of who’s talking about you and where? Smith Kroeger has relationships with platforms to help create media monitoring dashboards and reports so you always know where you’re being mentioned and how that’s impacting your brand. You can get daily, weekly or monthly reports, in addition to quarterly or annual audits and analysis of your earned media.
MEDIA TRAINING
If you have executives or subject-matter experts who are called to speak to the media, we can provide training and best practices on how they should speak and present themselves to represent your organization in the best light. This could be general training or specific sessions to prep for an upcoming interview. We can help draft responses and talking points that help interviewees feel prepared and confident in front of a journalist.
COMMUNICATION, INTEGRATION, STRATEGY, PLANNING & EXECUTION
Your public relations strategy should fit within your overall marketing plan. As experts in integrated marketing, we can advise on how public relations can be a part of your overall strategy and how other elements — like internal communications, website, social media, email and marketing campaigns — can work together to not only support, but enhance your public relations messaging goals. Brand and messaging unity across tactics will provide the best ROI for your efforts, but it’s only achievable if all components work together.
CRISIS PREPARATION AND MANAGEMENT
Think about what could go wrong in your organization — a bad customer interaction, personnel misconduct, product issues, an injury — and then think about if you’re ready to handle them in a timely manner with confidence. Smith Kroeger can help you create a crisis-management plan that documents the types of issues that could occur and the details on who is notified, who makes decisions and how different audiences are informed.
Additionally, based on your brand, we build out what your public relations communication philosophy should be. This philosophy informs how you react and what messaging you should employ.
In time, anything can go viral. Consequently, it’s important to understand all the directions news can spread, how people will react to it, what you can do to minimize the damage, effectively communicate a response and get the conversation to move on.
Also, if you find yourself in a bind, please feel free to give us a call and we can always jump in and advise in a crisis situation.
PRESS RELEASE & NEWS ANNOUNCEMENT
Do you have a big announcement that needs to get out there? We can help you not only write it, but also create a distribution plan that gets your good news maximum exposure. Smith Kroeger has platforms in place to send your release out on the wire, or to curated journalists in your market or industry who would be most interested in covering your news. We also report on the results and can help you plan on how else the announcement could be leveraged, whether that’s through social media, internal communications, external channels or owned media.
EARNED MEDIA STRATEGY
If you’re looking to build your public relations program beyond one-off news announcements, we can collaborate with you to create an ongoing earned media strategy. This is a longer-term engagement that involves mapping out newsworthy announcements, identifying internal subject matter experts and crafting stories to pitch to targeted publications. This strategy will also include other ways information can be leveraged across channels, including social media, video, owned media and sponsored content.
MEDIA MONITORING & REPORTING
Do you need to keep track of who’s talking about you and where? Smith Kroeger has relationships with platforms to help create media monitoring dashboards and reports so you always know where you’re being mentioned and how that’s impacting your brand. You can get daily, weekly or monthly reports, in addition to quarterly or annual audits and analysis of your earned media.
MEDIA TRAINING
If you have executives or subject-matter experts who are called to speak to the media, we can provide training and best practices on how they should speak and present themselves to represent your organization in the best light. This could be general training or specific sessions to prep for an upcoming interview. We can help draft responses and talking points that help interviewees feel prepared and confident in front of a journalist.
COMMUNICATION, INTEGRATION, STRATEGY, PLANNING & EXECUTION
Your public relations strategy should fit within your overall marketing plan. As experts in integrated marketing, we can advise on how public relations can be a part of your overall strategy and how other elements — like internal communications, website, social media, email and marketing campaigns — can work together to not only support, but enhance your public relations messaging goals. Brand and messaging unity across tactics will provide the best ROI for your efforts, but it’s only achievable if all components work together.
REACH OUT
Send us a note today to start talking about how public relations
can better position your organization!
CIVIC SQUARE CLIENT SPOTLIGHT
CREATING A COMPELLING BRAND AND
MAKING AN IMPRESSIVE IMPACT ON
THE COMMUNITY.
Alisa adores the outdoors and spends as much time as she can hiking and camping. She’s a creative at heart, which accounts for her moustache tattoo. She also spent two years in the events industry managing venues (sadly, all of them indoors).
Family, music, autos and websites are Robbie’s passions. On weekends you’ll find him with his wife and daughters at a car show or other community event. If there was such a thing as a model-car-building convention, you’d find them there, too.
