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How We Work
Explore, Plan, Act
Smart communications programs depend on the knowledge that starts with thorough research. Middleberg Communications begins every account by learning everything we can about the client’s brand, products, services, goals, markets, culture, competition, opportunities, threats and image. This research shapes the communications plan we craft. The high level of care we bring to every assignment is demonstrated by our use of a wide range of market-tested public relations strategies and tactics.
A typical engagement involves four steps:
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The Communications Audit reviews what’s being said about your company across all communications channels against the messages your company would like to convey.
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The Competitive Positioning Analysis examines your audiences, your competitors and your category to determine the best areas of communications opportunity to excel within your market.
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The Communications Program is a detailed plan covering how we will get you where you want to be from where you are today and how we will measure our success. It includes a set of key messages that are informed by our research and designed to be credible, newsworthy and memorable. The program outlines key objectives, strategies, execution tactics, timelines and accountability. These programs often recommend our clients use research to simultaneously support strategic objectives and create news.
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During Program Execution, we monitor results and react opportunistically, staying on top of all the news about you and your industry so we can implement news-driven tactics in a timely fashion. We send you daily news summaries that offer insight about market perceptions, and we reshape programs as needed through a collaborative process. |
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