The client should have the best of both worlds. That is, the benefit of
- immediate access to decades of strategic and tactical experience;
- an in-house media and information service.
You communicate competence by being competent. Being able to speak directly is a good start.
External advice should be invisible
- Given with the benefit of distance;
- Bringing wide experience;
- With thorough knowledge of how print, broadcast and social media work;
- Knowing how governments, administrations, political processes operate;
- With imaginative, forward-looking understanding of the dynamics of public opinion;
… so that you are heard as you will want to be heard.
An in-house press and information officer is always more credible than a hired outsider.
Through initial training – and then being always to hand – Peter White equips a member of the client’s staff to:
- Speak to the world through the media;
- Manage events;
- Generate photo-opportunities;
- Understand the mechanics of press relations;
- Issue statements and responses;
- Deal with governments and their agencies.