Areas of Expertise

Strategic Marketing, Communications and Public Relations Campaigns

Creation of strategic communications plans with clear action plans and timetables
Short- and long-term planning that mirrors a company’s business strategies
Branding that helps an organization become synonymous with values that are important to the public and its target audiences
Solutions to breathe new life into existing products and services, and to maintain customer loyalty and reach new customers
Business-to-business and business-to-consumer campaigns, reaching different lifestyles, age groups and geographic markets
Strong understanding of the global marketplace with a track record in supervising campaigns on six continents
Budgeting of campaigns for both staff fees and out-of-pocket expenditures
Analysis and incorporation of findings from market research and focus groups
Measurement and evaluation of results
Merchandising of results to employees, the sales field, prospective customers and other influential parties

Media Relations and Social Media

Development of message platforms that differentiate products or services
Proactive media outreach based on story angle development, with thorough follow up
Analysis of lifestyle trends and research of interest to the media
Knowledge of print and electronic media, covering consumer, business and trade outlets
Creation of a comprehensive media list, beyond the “usual suspects”
Expertly crafted press kits and news releases
Editorial briefings and media tours
Development of visual libraries of photography and video
Ongoing news bureau operations
Online newsrooms
Business applications for blogs and social media

Writing, Design and Production

Special Events

Press Trips and Individual Visits

Targeted selection of productive media participants
Liaison with potential partners, including tourist boards, airlines, transportation companies, hotel companies and other organizations
Development of itineraries
Escorting and trouble-shooting
Liaison with participants to build stories
Photo shoots
On-location filming
Coordination of original TV programs

Professional Training

Private consulting and group workshops with in-house PR staff to help them perform at peak level
Training workshops with trade groups to educate them on the power of marketing and public relations
Conferences and workshops for public relations, marketing and sales professionals
Media training for executives

Crisis Communications

Planning to protect a company’s image, whether the crisis is manmade or a natural disaster
Implementation of crisis programs, including coordination of all activities, such as press materials, website information, employee communications, news bureau operations and press briefings
Guidance to spokespersons to handle negative press and answer difficult questions
Crisis training simulations and workshops with both the private and public sectors

Promotions

Cooperative promotions with complementary, non-competitive organizations to help defray costs and build awareness
Promotions with malls and retailers
Web, TV, radio and magazine promotions

Creation of New Products and Services

Employee Communications

Written and audiovisual materials to inspire employees and encourage retainment
Media relations campaigns to position a company as the “employer of choice” to existing employees and to attract the best in the business

Supervision of In-House and Agency Staff

Employee reviews and mentoring for the staff to solve problems, determine priorities, strengthen and improve skills, and provide guidance for career growth
Management of public relations and advertising agencies, market research firms, graphic designers and interactive specialists (website design, maintenance and marketing)
Coordination of projects with in-house marketing department

Faculty