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Global PR
Services to business and government clients include strategic
management consulting, planning global PR strategies, managing global PR
programs, including extensive international media relations events and
programs, speech and press release drafting, interview management,
international press conferences.
Services to not-for-profit organization are either on a pro bono
basis or at a special discounted set of rates. The services are similar in
substance to those provided to clients in business and government. In
addition, a distinct program has been developed to assist not-for-profit
organizations to build and run their own effective media relations
programs.
Global PR Relationships
- Press Contacts: Vogl Communications, Inc. has formed
extensive relationships with the world's leading journalists engaged in
finance, economics and development. Reporters regularly call us for
leads to news-sources, for information on key issues. Over the last year
our clients have asked us, for example, to manage press events in
London, Berlin, Hong Kong, Tokyo, Dubai, New York, Washington DC, Sao
Paulo, Mexico City and other locations this requires us to
consistently keep in touch with key writers around the globe and update
our relationships.
- Client Relations: Our clients have retained us over many
years. They understand that we work hard to fullfil their expectations
to establish a firm basis of trust and to ensure at all times that their
needs are directly being handled only by Emily Vogl or Frank Vogl we
do not assign junior staff to handle major PR issues, programs and
relationships for our clients.
- Speed and Priority: We believe our small size and
determination to provide top priority attention to our clients has
enabled us to move very fast when clients have urgent matters, to be
flexible, to ensure that clients know that their issues are being
handled by the experienced directors of our firm, not junior staff.
- In-house PR: Often it makes sense for companies that know
they need PR, but do not quite know how best to use PR, to engage us to
do an initial evaluation. We have undertaken such assignments and from
them, at times, have sprung longer-term relationships where we have then
managed the corporate PR programs. In some cases we act as the de
facto in-house PR department for our clients.
Strategic Management
Vogl Communications, Inc. assists organizations (corporations,
associations, not-for-profits, governmental institutions), to develop
comprehensive communications strategies. Each study is unique.
Many of the most comprehensive studies and communications plans that we
develop for clients address the following issues:
- The issues leading the organization to review its communications at
this time.
- The communications challenges facing the organization (based on
internal Board, management and staff interviews and diverse external
perceptions).
- The prime goals and general scope of a new communications strategy.
- Establishing the overarching messages and setting the leadership
roles.
- Constraints on implementing the new strategy.
- Defining the prime target audiences.
- Establishing the manner of communicating - style, language and
languages, presentation and public speaking.
- Defining the internal communications objectives and approaches.
- Defining diverse external communications objectives and approaches.
- Organizing communications resources:
- The appropriate unit and
its diverse functions (media, website, publications, internal
communications, audio-visual, etc.)
- The appropriate leadership and
staffing of the unit.
- Budget requirements.
- Staff media
guidelines.
- Staff communications trainging.
- Monitoring the communications strategy.
Special Media Programs for Not-for-Profit
Organizations
Vogl Communications, Inc. has provided pro bono global PR
services to Transparency International, the Ethics Resource Center, the
Partnership for Transparency Fund and for others. It also offers Global PR
services to not-for-profits at special discounted rates.
The PR Workshop for Not-for-Profit
Organizations
In addition, we have developed a special workshop program for an
individual organization or a group of organizations that highlights the
critical issues of media relations the aim is to assist not-for-profits
to strengthen their own programs and effectiveness in this area.
As development and fund-raising becomes harder, and as the
competition to win the media's attention intensifies, so not-for-profit
organizations must strengthen the effectiveness of their PR. The
Workshop involves participants completing a detailed questionnaire. It
involves a discussion of 10 critical areas of PR activity and concludes
with the initiation of work to develop a new Action Plan. Participants are
encouraged to share their experiences in each of the 10 areas highlighted
below that combine to establish a comprehensive approach to
communications. The 10 areas are:-
- CEO. What is the CEO's role in an organization's work on
communications now? Does the funding crisis demand that the CEO play a
larger public role? Does this mean that the CEO must become more engaged
in setting strategy, defining key messages and evaluating implementation
of communications approaches? Does it mean that the CEO risks boosting
funds now on greater awareness campaigns? Does the situation require
that the CEO seek to become a "public personality" and will this sit
well with the Board? Are there risks in the CEO moving to secure a
higher public profile?
- Confidence. Does the CEO have the confidence to go for a
higher public profile for herself/himself? Is the CEO willing to risk
being misquoted and misunderstood in public? Is the CEO confident about
being controversial in the media? Does your communications' staff have
the self-assurance and sense of security to deal with top leaders in the
media directly? Does the staff have the confidence to call major media
columnists, to give TV interviews, and to hustle the press for coverage?
Does your organization have communications experience in-house?
- Audiences. When was the last time your organization listed
external audiences in terms of priority? Are you targeting your
communications' efforts sufficiently to your most important audiences?
Do you have strategies set for increasing your visibility and impact
with your key audiences? Have you refined the coordination and synergy
between the ways you strengthen communications to your key external
audiences and, at the same time, ensure excellent communications to your
prime internal audiences, such as your Board?
- Internal. Have your reviewed your internal communications
recently to ensure that impact is maximized? Is your staff, your
volunteers, your Board and members of your advisory groups, clearly
aware of the new messages you are communicating externally and the new
approaches you are planning to enhance your communications' impact at a
time of actual and/or prospective funding crisis? Or, do these internal
audiences just feel that it is business as usual' around your
organization these days?
- External. What are the key aims/goals that you have set for
your communications' programs directed at your priority external
audiences? How do you evaluate the success of your programs? Yes, there
are probably multiple goals concerned with sources of funds, actual and
potential partner organizations, and outreach to broader publics. But
have you defined a strategy for each goal (the more we can breakdown the
goals relative to audiences the more likely we are to find effective
strategies)?
- Messages. Is your basic "image" message sufficiently
effective? Does your organization get confused with others? What are you
doing now to sharpen the message about who you are and why your
organization is vital? Beyond this are you comfortable and confident
about the ways your organization is defining complex themes into tight
and effective messages? How much thinking has gone on recently in your
organization to determine the prime messages and to refine them? Who
should be at the leadership table when critical issues of defining
messages are made?
- People. Is your PR staff experienced enough for the tasks at
hand and is your PR work well managed? Can you combine the development,
marketing and public relations functions? Can you out-source for special
campaigns and should you? Are you building a strong communications
team?
- Tools. Have you recently reviewed the tools you use to ensure
that your messages have maximum impact with your priority audiences? How
are you setting priorities between the use of newsletters, e-letters,
websites, conferences and seminars, sophisticated 'intranet' systems,
press releases, audio and video releases, press conferences, media
interviews, speeches, advertising? You cannot afford all of these tools!
Which ones can you cut now to save funds for use in beefing-up other
tools? Who is making these tough choices now? Which tools are most
effective when funding is getting tighter and tighter?
- Costs. How much does it cost to mount effective
communications' approaches? Most PR firms are expensive does your
organization need such external assistance? If so, do you need it for
everything or only for special projects? Can you build a low-cost
effective communications team within your organization? Can you use
interns in your approach? What functions can you outsource in the most
cost-effective manner? Are you finding that some initiatives are
expensive, but difficult to quash because tradition dictates that "this
is the way it has always been done"? Have you gone to your Board for
special funding for an emergency campaign?
- Media. Do you believe your organization is getting the media
attention it deserves right now? And, is it getting the media attention
it needs? If not, then what are you doing about it? Are you reviewing
your media contacts? Are you involving your Board in media outreach? Are
you providing the media with the kinds of stories that are very topical
and that dovetail with major news developments? If not, why not? Do you
use regional, national and international media enough? How strong are
relationships between your organization's leaders and the local key
media and the prime trade media and have efforts been made recently to
strengthen ties?
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