Good PR is very much a journey. Client and consultant have to work together to identify and agree the various elements that make up the route of the journey and the consultant then has to drive the programme. The following has been created in order to showcase an approach - just how Pervasive PR might expect to work with a client. This would also act as an outline agenda for an exploratory or PR kickoff meeting - a discussion document to achieve some consensus as to priorities, focus and timelines. Following this, a full timetable with specific activity and content would be established and agreed. 1. Where are we now? Upon appointment, the first undertaking would be to rapidly ‘audit’ the current scenario in order to establish a ‘route map’. For instance: • What and where is your organisation now, what does it stand for and what is it involved with? • What are the current external and internal perceptions? • What has PR success looked like previously? 2. Where do we want to be? How do you wish to be seen? A single minded, measurable and realistic objective is a pre-requisite for success. Understand the overall ‘commercial’ objectives and ensure that PR supports those ambitions. 3. Who do we need to talk to? All too often PR consultancies will spend significant time and money debating the nuances and minutia of specific target audiences and how best to reach out to them. However, more often than not, you are more than aware of who you need to reach so the ‘who do we need to talk to’ should become a simple case of which media and other ‘channels’ do we wish to target in order to reach them? 4. When will we communicate with them? Key to establishing a higher media profile is building momentum and continuity. Establishing a regular dialogue and flow of information will build expectation, demand and results. 5. What are we going to do to get there? The $6m question. Pervasive PR will work with you to establish just what ‘collateral’ or potential PR and marketing communications ammunition exists or can be quickly and easily created. The days of simply mass mailing generic press releases and hoping for coverage have past. Every single target journalist/media has to be handled individually and each story best crafted to suit each particular opportunity. Following an exploratory meeting, we will be in the position to agree key focus areas/topics or issues. Once we’ve agreed the focus, we can discuss specific content to support that focus and can start to draw up a more detailed programme with content, timings and actions. 6. How will we know we’ve arrived? Above and beyond PR consultancy talk of perceptions, awareness levels and the like, most clients are pretty clear about what it wants to achieve from its investment in PR. However, we are happy to sit down with our clients at the outset and agree and set expectations with regard to what the client wants to achieve and where it wants the journey to take it. Pervasive PR will then fully commit its resources and experience to the task at hand. 7. How much will the journey cost? Less than you might think. Following our appointment and once we have agreed specific activities, focus and timelines, Pervasive PR will provide detailed cost breakdowns for your PR and marketing communications programme. Finally, unlike most consultancies, Pervasive PR does not make a charge for routine ‘expenses’.