Clients
My goal is to promote clients and make them seem like super brands; as successful, honest, important, exciting, or relevant as possible. I define the management of super brands in public relationships as:
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"Anticipating, analyzing and interpreting public opinion, attitudes, and issues that might impact, for good or ill, the operations and plans of the organization.
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Counseling management at all levels in the organization with regard to policy decisions, courses of action, and communication, taking into account their public ramifications and the organization’s social or citizenship responsibilities.
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Researching, conducting, and evaluating, on a continuing basis, programs of action and communication to achieve the informed public understanding necessary to the success of an organization’s aims.
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Planning and implementing the organization’s efforts to influence or change public policy.
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The tactics include some or all of the following:
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Write and distribute press releases
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Speech writing
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Write pitches (less formal than press releases) about a firm and send them directly to journalists
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Create and execute special events designed for public outreach and media relations
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Conduct market research on the firm or the firm's messaging
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Expansion of business contacts via personal networking or attendance and sponsoring at events
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Copywriting and blogging for the web (internal or external sites)
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Crisis public relationships strategies
My clients hire Sorenson when they want to protect, enhance or build their super brand and reputations. As PR practitioner, I can analyze the personal profile, organization DNA, find the positive messages and translate those messages into positive media stories. When the news is bad, I can formulate the best response and mitigate the damage.
The relationship between the client and Sorenson is not passive. Clients inform what messages they would like to promote and make suggestions on where they would like to appear.
Long term, the public relationship is an investment in building up the super brand and the visibility of a firm or individual that results in increased recognition and reputation.