Although our primary goal on behalf of our clients centers on conducting proactive media relations campaigns to generate as much high-impact coverage as possible, there are times when avoiding media attention is equally crucial. This is often the case if a public company is experiencing some sensitive issues. In these instances, Rubenstein Public Relations will work to mitigate the level of coverage to the extent possible.
Similarly, there are situations during which press exposure is warranted, but must be very carefully managed to ensure the content of messages is appropriate to the client’s goals. RPR works closely with the client to craft the most appropriate messages possible.
Crisis preparedness can be vital to a client. How a company communicates during a crisis can be as important as the crisis itself. RPR helps companies anticipate, prepare for, and manage a variety of complex situations.
In our crisis communications programs, we deploy a series of steps. First, we form a core decision-making team, so that response time is rapid. In conjunction with this core team, we work with the client to select a spokesperson. This person is media trained not only in on-camera techniques, but in presenting key messages, avoiding being blindsided by a reporter and directing the conversation.
With a decision-making team and spokesperson in place, we focus on developing policies, including a strict media relations protocol. We also implement procedures for distribution and disclosure. As the company must periodically issue certain material information to the media and other audiences, we coordinate the distribution of these disclosure announcements, assessing optimal timing, day of the week, other news breaking at the time, holidays, topics of interest, etc.
We also handle media management for a company during times of crisis. For instance, off-the-record background meetings with key reporters may be an effective forum for communicating the company’s position and establishing an open dialogue and good will. We arrange these meetings on behalf of our clients and establish the framework for them in advance.
Our team is well-equipped to manage the media and other key audiences in response to adverse situations, provide counsel to our clients and acting as their representative under the most challenging circumstances.
When clients come to Rubenstein Public Relations, they encounter a tireless advocate on their behalf. We devote all our energies to helping them achieve their public relations goals. Our first task is to determine a client’s branding and publicity needs. After this initial phase, we will submit a detailed campaign for their review. Together, we will refine objectives, media outlets, key visual and verbal messages, as well as overall strategy.