Media Relations – The media, traditional and nontraditional, is inundated with PR people pushing for attention for their clients. WHC has cultivated media and blogger relationships in business and consumer spaces that allow our targeted and carefully crafted pitches and story ideas to be seen and heard before many others.
Message Development – An organization’s message is not what is being communicated on a particular day. A key message is communicated every day, across all communications channels. It is a unified message that is repeated, and serves as the foundation of a client’s marketing initiatives. WHC studies each client, their business, and their organizational goals, and then crafts a key message that engages the target audience.
Interview Preparation – WHC prepares a preparation guide that walks clients through each interview process. It includes a list of anticipated media questions, suggestions on what subjects to touch on, and recommendations on areas to steer clear of, and how to do so. The most important aspect of this preparation is that it makes the client comfortable with the interview.
Writing (copy, features) and Editing – All PR professionals should be good writers and editors. For clients, every piece of copy needs to complement the company’s key message and differentiators, while supporting the overall brand. WHC often serves as the editorial department for clients, writing and editing copy for websites, blogs, e-blasts, bylines, Op-Ed pieces, and marketing materials.
Speaking Coordination – Landing a speaking gig at an appropriate show, convention, or conference can further brand the client, but, more importantly, can place the client in front of those who can help drive business. WHC works with each client to identify spot-on speaking opportunities, develops unique topics, and then pitches those topics to event coordinators.
Leveraging Social Media to Support Earned Media – Landing media hits is great, but the effort can’t stop there. WHC works with each client to develop strategies (ex. social and email) to communicate hits to peers, clients/customers, and would-be clients/customers. This is an assertive way to build business using achieved earned media.
Crisis Communications – The best way to deal with a crisis is to be prepared for it. WHC develops crisis communications programs for clients to follow in the event of a negative situation. No matter the industry, and no matter the size of the company, all businesses run the risk of dealing with a crisis. Often times, the way a business handles and communicates a crisis determines the future of that business.
Communication Audit – WHC performs in-depth audits, where the firm studies communications between all departments of a single organization, and develops company-wide strategies to improve the communications process and staffing positions in order to better serve the overall brand
Strategic Communication – During a pitch meeting, a potential client was focused mainly on the number of press releases WHC would generate. Wayne Henninger stated, “Press releases don’t work.” The client, and, in truth, other WHC staffers sat back. Wayne further explained what he meant . . . press releases that announce nothing newsworthy are a waste of time and resources. Of course, WHC believes in press releases, but there is a strategy to proper communications that goes far beyond press releases. All communications vehicles, including press releases, need to be in concert . . . social, blog posts, website, copy, speaking, bylines, etc. Strategic communication is a process, a long term plan geared to meet the goals of the entire organization.
Media / Blogger Angle Development – At times, what a client perceives as newsworthy simply isn’t. For example, few media outlets will report extensively on award wins, speaking engagements, or mid-level new hires. Angle development involves digging below to surface to uncover the hook that will entice the media. WHC understands what the press and bloggers want, when they want it, and how they want it.
Media Training – There is an art to doing successful media interviews. It takes time, it takes practice, and it takes a commitment. One bad interview can sink an entire media relations initiative. WHC has developed a series of exercises where clients go through mock interviews. WHC studies each exercise interview, and then recommends ways to improve performance in order to quickly, succinctly, and correctly communicate what needs to be communicated.
E-newsletter Creation – WHC goes beyond editing and writing copy for client e-newsletters. The agency also develops new e-newsletters or improves those that already exist. From naming to design to even developing subject line A/B testing to be certain the right wording is selected, WHC makes sure the e-newsletter vehicle is used to its fullest capacity in communicating news and opinions to industry peers, internal teams, clients/customers, and would-be clients/customers.
Speech Writing – No matter the subject, each speech needs to complement the overarching client message, while also showcasing the speaker’s personality and unique business insights. Along with the client, WHC customizes speeches to make sure they are impactful, engaging, entertaining, and informative.
Employee Communications – Properly communicating with internal teams is as important as communicating to external entities like the media. WHC works with clients to communicate mergers, acquisitions, new business directions, new hires, name changes, crisis situations, new office locales, HR programs, and personnel departures.