Communication Counseling
Is your PR program linked to company objectives? Is your PR effective, with results in line with dollars invested?
If you need help answering these questions, call Hanser & Associates. We have decades of experience building cost-effective, results-driven public relations programs for companies of all sizes. And we work with company senior management and PR staff to evaluate and improve the existing in-house PR programs.
We help senior management set business objectives and build strategic communication programs to achieve those objectives. We believe PR accomplishments should be measurable and linked to the goals of your organization as a whole.
Hanser & Associates provides:
- PR counsel and personal communication coaching to senior executives
- Communication planning and audits
- PR program evaluation
- Corporate PR department design
- Corporate PR staff evaluation
How is your public relations program?
When people think of your company and its products and services, what comes to mind? Positive thoughts? Negative? Indifference? Nothing at all?
Public opinion is a powerful force. Like it or not, opinion can positively or negatively impact all aspects of your business, including sales performance and employee morale. What you do and how you manage public opinion is key to creating a positive image, sound reputation, and a strong business environment. Building your company’s reputation is a management function, and like all management functions, the better the management and resources utilized, the better the results.
Hanser & Associates offers our clients a broad range of public relations services, including planning, building relationships with key constituents, making key announcements, improving relations with the news media and managing crisis situations.
Drawing on decades of experience and providing proven public relations practices, we are available on a project-by-project basis, or as part of a comprehensive public relations program.
Value of Public Relations Compared to Advertising
Advertising is a great awareness-building and brand-building tool. Yet data from many sources suggests a growing need for the power of public relations to build understanding.
Consumers today are far more skeptical than previous generations. In an environment where anyone can buy visibility, PR plays a vital role in sorting out the hype from the helpful. A combination of branded messages (ads) and credible news coverage (a public relations tool) is critical.
News coverage provides implied third-party endorsement by the media, a powerful tool in shaping public opinion about your product, service or idea. Also, PR shows up on the front pages and editorial pages, where advertising cannot.
At Hanser & Associates, we specialize in PR strategy for our clients, including media relations and news-editorial placements in targeted media read by your current and prospective customers.
Expect Measurable PR Results
Hanser & Associates delivers measurable public relations results for our clients.
Hanser Measurement PRocess™ initiates, monitors and measures results of our client’s PR programs. Hanser & Associates sets benchmarks together with clients that tie directly to client’s goals, and then we measure the results our clients want to measure, including increases in ...
- News media coverage
- Qualified inquiries from potential customers
- Sales
- Web site visits
- Public support
We measure and report the return on investment (ROI) from those results.
Primary and secondary research is important throughout all phases of our clients' programs. We’ll monitor trends, measure results, ask what could be done differently and make adjustments. Benchmarks are important to determining success.
Clients can measure the success of a media relations program against objectives like inclusion of key messages in editorial placements and opinion studies. Further, we can engineer media relations objectives that tie directly to the client’s goals. Most relevant, Hanser & Associates measures the results that our clients want to measure; we implement measurement systems that may include any of the following outcomes using Hanser Measurement PRocess™
- How many stories were placed in the news media read by target markets?
- Were the client’s key messages included in the story?
- How many impressions were registered with target audiences?
- What was the total fee to produce that news coverage?
- What was the cost/impression, value and ROI?
Together with you, we will set goals for how the public relations program can directly contribute to attaining your goals.