While Rose Communications offers a full spectrum of public relations capabilities, there are select areas of expertise in which we are particularly invested.
The practice of public relations has always been about two-way communication between an entity and its audiences. Perhaps that's why the discipline has fared well in recent years as the nature of marketing has shifted from mostly outbound communication to full participation of the customer.
The services that we bring to bear on our clients' businesses (whether consumer or business-to-business) are grounded in developing a deeper understanding of the customer. To follow is a listing of our core capabilities:
Click on an item below to read moreCommunications planning
As a first step, we establish a foundation for our communications strategy by immersing ourselves in our clients' organizations. We conduct interviews with leadership and key customers to educate ourselves and ultimately inform our messaging platform. Additionally, we perform an audit of media (online and off) coverage of our clients and their competitors to fully understand the context for our story. Depending on the situation, we may recommend the development of a communications protocol, which provides a framework for how an organization interacts with external audiences. In many instances, a communications protocol includes mapping how particular crisis scenarios would be handled.
To prepare our clients for dealing with public interactions, we conduct spokesperson training workshops. While these sessions are often designed to ensure our clients are ready to handle media situations, we also cover general guidelines for effective communications. Participants may be preparing for a speaking engagement, participation in a panel discussion or a sales presentation. For organizations where public relations is managed by many people who are often working from disparate locations or where there is a need to educate employees on the ins and outs of the discipline, we have developed a half-day PR workshop. This half-day experience ensures all relevant individuals embrace the public relations process and understand their role in preserving and enhancing the organization's reputation.
We unearth stories by mapping our clients' products, services, and areas of expertise against the evolving news environment. We ultimately determine which angles to pursue based on their ability to influence our target audiences. Core to our philosophy is our commitment to serve as resources to the media through a timely and aggressive approach. We know journalists — they're our friends and in some cases members of our family — and we have great respect for their work. That said, while we have cultivated hundreds of relationships with members of the media over the decades we've been in this business, relationships alone don't translate into coverage. Instead, we take a disciplined approach to framing and presenting each idea creatively along with supportive data and third-party sources to ensure our ideas have news value. Once we have secured coverage on behalf of our clients, we monitor and measure the news to determine its value to and impact on the business.
Inspiring positive word of mouth is a critical but often elusive goal. We help our clients identify influencers impacting their business — analysts, bloggers, academics, students, customers and policymakers, to name a few — then we reach them at the right time with a compelling message to spark interest and to inspire advocacy. We keep close tabs on the evolving media — social networking sites, virtual worlds, podcasts, blogs and vlogs — to determine where and how to best engage key opinion-shapers. (We even represented the CEO of the Word of Mouth Marketing Association when he published his how-to book on the subject.)
We believe that writing is one of the most important means of communication. From news releases and press kit materials to white papers, op-ed pieces, and bylined articles, we pride ourselves on our ability to effectively translate a client's voice through its written communication. We also handle collateral material development, including Web site content and brochure writing. An active member of the client team who is immersed in the subject matter and cognizant of the broader news environment is always responsible for delivering this service.
When used strategically, we believe an event can be a valuable element to a public relations program. Memorable gatherings reflect the brands or issues they're connected to and bring them to life. From trade shows and press tours to networking events and customer advisory gatherings, we help our clients develop and stage results-focused affairs. A snapshot of events we've created on behalf of our clients includes:
- Exclusive behind-the-scenes tour of a new culinary arts center
- Virtual event geared to student entrepreneurs and professors
- Global Chief Marketing Officer roundtable
- Press luncheon at a prestigious automotive show
- Tribute to a departing leader's legacy