In 2012, after adhering to 30-years of defining public relations as “helping an organization and its publics adapt mutually to each other,” the Public Relations Society of America (PRSA) took the task of redefining public relations straight to its practitioners. After a crowdsource campaign and public vote, PRSA unveiled its new definition of PR: “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
At Simpson Square, our approach to delivering effective public relations support to our clients is simple. It comes down to three things:
- Understanding our clients, their products, and their organizational values
- Understanding our clients’ target audiences—their desires and motivations
- Telling a meaningful story that connects our client to its audience
Too often, firms make the mistake of thinking of public relations as persuasion. “Spin City.” But effective public relations practices are rooted in relationships. Whether it is identifying a newsworthy story that will provide value to editors and reporters or highlighting a client’s success, sharing a compelling human-interest story, or promoting the good work your company does in the community, the key is to develop a reputation of being credible, consistent, and clear…of prioritizing the needs of others as you deliver messages and campaigns that resonate and inspire audiences to action.
Every day, successful organizations do meaningful work with people who make inspired contributions. Effective public relations departments and programs channel these accomplishments into newsworthy stories that raise the visibility of the brand and position your business’s people as thought leaders in the industry. By analyzing your company’s current public relations practices, Simpson Square can not only help improve the way you deliver your message to your audience, but we can also identify new opportunities to capitalize on your successes and boost your public relations ROI by developing strategies to drive leads and strengthen customer and community relationships.
Your corporate message describes who you are, what products or services you’re selling, and what sets you apart from the competition. It should be visible and accessible to your entire team, and it needs to be consistently applied throughout all your communication channels. At Simpson Square, we work with our clients to create an organizational messaging platform. We look at every aspect of your business, identify opportunities, and review core values to create a document that clearly and concisely defines your priorities for every line of business and initiative.
Companies often make the mistake of thinking they define their brand. The reality is that a brand is formed by interal (employee) and external (market) perceptions. Strong brands align the reality of who they say they are with who the market thinks they are, and this starts by creating a culture of belief in the mission within the organization that is rooted in strong, open communication about company values and performance. Simpson Square works with clients to determine the most effective communications channels for engaging all employees, whether it’s a daily email update, newsletter, or developing a highly customized corporate intranet.
At Simpson Square, we have two basic rules for delivering a good speech: have a point and stay on point. It’s simple, effective, and when structured within a strong narrative arc, it truly delivers the right message to the right audience in a manner that is memorable and pointed…provided you keep the focus where it belongs—on your audience.
A crisis may be unpredictable; it not unforeseeable, and failing to prepare for the eventuality of it will be detrimental to your organization’s reputation and bottomline. Simpson Square can work with you to assess vulnerabilities and complete a full risk assessment of your organization. By working with organizational leaders, service partners (lawyers, accountants, IT/security vendors), we can help you develop a quick-response plan to minimize threats, build trust, and reestablish business continuity.
Custom publications are the staples of great marketing and advertising campaigns. They directly support your message by marketing the strengths of your business, products, and/or services in a customized, unique way that is targeted specifically toward your audience. Whether it’s a newsletter or magazine, book, annual report, corporate history, or online viewbook, our team can help develop the concept, write the content, design the layout, and market publications that support campaigns and drive results.
Simpson Square’s roots are in editing and writing, so regardless of the stage you’re at (copy, editing, proofreading) our team of editors and writers can bring your ideas to life by helping you produce clean, compelling content. We also provide ghostwriting services for individuals and executives. Our editorial projects have included: editorial calendar development; editing of books, articles, and web content; writing articles, books, web content, reports, white papers; and proofreading many different document types to ensure style consistency and grammatical compliance.
From workshops to seminars, meetings, and conferences, the Simpson Square team has experience organizing and marketing events that are supported and attended. We can run the whole show or we can help contribute to the particulars—who, what, when, where, why—before, during, and after your event…including identifying and contracting with quality speakers; attracting sponsors; registering attendees; staffing; catering; venue booking; and more.
Media Training and Spokesperson Development
Media training is about developing the necessary skills for individuals to be successful in all forms of communications, from public speaking to facing interviews with journalists, answering difficult questions, and handling media queries during a crisis situation. We understand that an interview with a journalist is unlike any other conversation. You must go into the conversation prepared and goal-oriented, with a focused message and tactics for redirecting the conversation back to your core talking points. Our team helps you accomplish this by anticipating questions, developing responses, and rehearsing scenarios so that you or your company’s executives can communicate with the public in a manner that establishes credibility, builds trust, and inspires confidence. Our model: prepare you to the point of comfort.
Developing an effective strategy is the most important step in public relations. It’s as important to create goals and objectives as it is to meet them. Why? Because your organization’s reputation, profitability, and continued existence depend on the support of your publics. At Simpson Square we work directly with you to develop a public relations strategy that fits your needs. By examining your competitive advantage, market positioning, and competitors we can offer targeted, results-driven recommendations that are measurable and impactful.