Strategic Service
- Identify target audiences;
- Determine how these audiences currently perceive you;
- Use market research for practical ends;
- Look into the medium term to identify achievable goals;
- Position you so that external factors work to your benefit;
- Develop a realistic “picture” of how you want to be perceived;
- Use this “end image” to generate particular messages for your targets.
Tactical Service
- Being to hand to assist key staff deal with media matters;
- Identifying how best to maximise impact of issues you are promoting;
- Minimising negative comment;
- Presenting complicated issues so that others will understand them as you want them to be understood;
- Drafting of press releases so that they meet the needs of all media;
- Systematic training programmes to assist your personnel improve their skills and their knowledge of how the media operates;
- General training for broadcast media;
- Giving “dry runs” before any particular TV or radio interview;
- Assisting with key speeches, reports.