There are at least five reasons that your company may want to engage the media and the public on significant policy, industry or market issues:
- To build brand recognition – often by positioning experts with the media. Financial services firms, consultants and law firms often take this course.
- To showcase your company’s understanding of its clients’ operating environment and competitive challenges. This underscores the alignment between your company’s values and those of its clients and customers.
- To influence the public debate on legislative or regulatory initiatives that may have a significant impact on your company’s operating environment and strategy.
- To differentiate your company from its competitors’ approach to business.
- To head off or mitigate concerns about your companies’ services and products.
We work with clients to build platforms for effective leadership communications. In this process, we help them work through several levels of decision-making:
- “Which issues make sense for us to address, and what are the risks in doing so?”
- “How will important relationships – customers, employees, business partners, regulators – likely respond to our positions?” (A position that works with one group may not resonate with another.)
- “What content do we need to validate and support our views?” Some firms by their nature generate a great deal of content that can be used publicly to project its viewpoint. Others will need to bolster their statistical and anecdotal validation of their positions.
- “What forums give us the best opportunity to reach decision-makers, influence the debate, and gain media visibility for our thinking?”
- “Who in our organization should take the lead in speaking on specific topics?”
- “How should social media be used in our program?”
To build and implement leadership communications programs, Bryant Park Financial Communications offers a full range of expert capabilities:
- Drafting of white papers, by-lined articles, speeches, and regulatory or legislative testimony.
- Engaging editors and reporters covering relevant issues.
- Targeting and securing speaking and public appearance opportunities at conferences and forums.
- Conducting surveys and other forms of research
- Building partnerships and coalitions with like-minded organizations and influential individuals
- Conceiving and executing branded events or initiating programs that publicize your company’s commitment to its positions.
- Competing for awards and recognition that underscore your company’s expertise on relevant issues.
- Preparing executives for media appearances, speeches, testimony, and conference panels.
- Extending the reach of the program with social media.