Image Management

Hitting the Highs with PR

IMAGE MANAGEMENT

McKerns Development and PR provides proactive Image Management, guiding image and positively portraying the company through the media. Working with companies that wish to avoid retroactive crisis management, Image Management drives a positive message through targeted content development, education, promotion and positive messaging around a company’s mission and actions.  The message campaign enhances the company’s reputation, image and visibility.

How is image management different from crisis communications?

Crisis communications is a sub-specialty of PR that seeks to clarify or compensate for misspoken communications, campaigns, or badly received or perceived public messaging. A communications crisis can unfold over time or be created in an instant through immediate digital communications and social messaging.  Image management strives to be proactive rather than retroactive, following a carefully planned and curated PR and messaging platform.

Is Image Management true or ‘PR spin’?

As with all PR communications, Image Management must be “true” (a true reflection of the company’s output to the public, or its employees) or it will most likely backfire. The idea of Image Management is that a company was created with a mission and a promise (brand promise) that states what the company does or is, or stands for. And then delivers it each and every time.

But what good is it if no one or not enough people know about the company and its good efforts? A company can only stay in business if its business practices are in alignment with public need, and can be made known so as to create commerce and loyalty.

McKerns Development and PR provides  media relations, PR and communications expertise to create, place and track a company’s external messaging through a wide range of print, electronic and online media sources. Image Management communication includes press releases, promotions and campaigns, speeches, outreach/opportunities for speaking engagements, topic points, commentaries, editorials, articles, white papers, public appearances, interviews, case studies, awards and award presentations, community interaction and charitable partnering.

Print and online positive exposure includes media and outreach in trade and consumer outlets with print and digital broadcasts targeting the company’s mission, in keeping with its goals, brand and brand strategy. Strategies include building rapport and interaction with key industry influencers, editors, journalists, columnists, bloggers, news aggregators, influential trade and consumer outlets.

IMAGE MANAGEMENT:

• Rapidly takes an issue or idea and translates it into a trending message resonating with a chosen audience.
• Generates a consistent source of relevant news, and provides clear and compelling copy content based upon trending issues in alignment with company’s mission, people, products and campaigns.
• Generates and pitches story ideas to media, consumer and specialty trade journalists backed with relevant statistics, need, and company background.
• Monitors all relevant trade and consumer publications for opportunities to pitch on in-progress or upcoming stories.
• Provides experience and expertise in writing and developing press materials and interacting with immediacy and follow up to journalists’ needs and deadlines.

McKerns Development and PR . 264 Cypress Trace, Royal Palm Beach, FL 33411.  

561-305-4264. lesliemckerns@mckernsdevelopmentandpr.com

Copyright 2012. All rights reserved.