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Recently, a client had this to say about a campaign to get more people to fly local: "Things have really changed around here. It's a pride issue. People are proud of our airport. They stop me on the street and say, 'I use the airport.'"
That's good public relations. It goes beyond awareness and changes the way the public thinks and feels about a product, a service, a business, an issue. And it requires strategic planning that goes beyond how many articles get into the newspaper or how many people show up at an event or how many TV stations cover a press conference. Those are all good things, and we make them happen all the time. But we also look at all the obstacles to communication, all the audiences, and all the issues, and then put together tactics and opportunities that deliver our clients' key messages to the right people in meaningful, relevant ways. We tell your story so that it moves people to action.
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