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How We Work With Our Clients to Help Them Achieve Their Public Relations Goals…

Whether you're a non-profit organization or a corporation, working with Neal Browne and Associates involves our unique, four step process.

Each step of the process helps you achieve your public relations goals in a personalized, customized way.

The four steps involved in working with us include:

 

    1. Crafting and delivering a message to your audience effectively…

    2. Preparing for crisis management…

    3. Learning how to manage all types of media interviews…

    4. Discovering how to position key figures in your business or non-profit organization as experts in your area in the eyes of the news media…

Step 1: Crafting and delivering your message to your audience effectively.

In this step, we find out what exactly your company or organization does, how you work, and what kinds of things are important to you and the culture within your organization or community.

This step involves answering questions, such as:

  • What areas do you feel are your strengths and weaknesses?

  • What kinds of dreams do you have for positive media coverage? What might it involve, what would be covered, how would it come out and what goals would you like to achieve?

  • Who might your competition be, or who are the people you have to deal with that give you the most trouble?

  • What are the objects you’re running into? What are the barriers that you haven’t been able to overcome?

Based on the information you provide, we'll then formulate an individual plan that addresses all of your particular goals and outlines how we're going to achieve them.

We'll focus on creating messages that address what you do, giving careful attention to how you're perceived. We'll identify how best to communicate your message in the most clean and concise way, so that people understand you in what may be a very different way than they did before.

 

“Media coaching has become a very valuable tool because it prepares us for all types of situations we run into as we work with the public. This coaching or media training has helped me to know what the message is that I want to convey to prepare beforehand so when any situation arises, I’m very prepared for that.”

 

Mary Rivera
CHP Plus, SE Regional Coordinator

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Step 2: Preparing for crisis management.

This step involves answering questions designed to highlight the "worst possible" scenarios that could affect your business or organization.

We'll ask questions, such as:

  • What are your greatest nightmares? If something should go wrong what do you fear the most?

  • What do you think will bring you the most amount of negative publicity?

  • What are the types of questions you’ll be asked that would make you break out in a cold sweat, or want to run and hide...permanently?

We'll deal with all of the issues that could possibly arise so you realize they're not quite as scary as you thought!

We'll identify ways around problems and develop practical solutions that will enable you to feel confident, you can handle whatever crises or specific scenario that may arise.

 

“I once asked Neal Browne to critique my performance after we did a project. He handed me our video, told me to watch it and said: “this is the best teacher there is.” While that may be true, Neal would then be the second best. Neal’s ability to instruct his clients while making them feel at ease is rare in his profession.”

 

Bill Decker
Partners International and The International Business Minute

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Step 3: Learning how to manage all types of media interviews.

Once we've done the academic type of work steps 1 and 2 involve, it's time to test the theory in step 3. This involves mock interviews that help us find out whether the academic understanding will translate into practical application.

There are two different types of interviews involved in step 3.

  • First, you'll try out explaining your messages in interviews. We'll then look at playbacks and do some critiquing to identify exactly what works and what doesn't. Oftentimes during playback, we discover we're not quite there yet and there's still more work to be done on your messages.

  • The second part of step 3 involves digging a bit deeper with interviews that are slightly more adversarial. Instead of the friendly local news reporter, we're the angry or aggressive reporter whose goal is to decimate if at all possible.

We call this part of step 3 "media boot camp," as it's designed to prepare you for the worst case scenarios so you'll truly shine in all types of media settings.

You'll gain the first-hand experience you need to feel confident, you have the answers that will work if you need to get around a challenging question.

Whether you're doing a positive, warm interview with the Today Show or 60 Minutes shows up in your lobby to ask some difficult questions…you'll be equally well prepared. You'll feel comfortable and confident communicating in all types of media and with the many different types of media personalities you may come across.

You'll also learn to see exactly where reporters can go with certain types of questions. You'll see exactly how interviews can start out friendly, then take a dramatic turn—or vice versa. You'll understand the process, recognize what's coming and be prepared with appropriate, professional responses.

 

“Neal did some media training for one of my clients. We were working with a client who thought he knew what to do, but through Neal's on-camera techniques, the client discovered that being ready for the media is challenging. After our session the client was much better prepared for the media onslaught at their next event. Neal is easy to work with very knowledgeable of the media industry. It was a pleasure working with him.”

 

Heidi Elliott
Beanstalk Marketing

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Step 4: Crafting messages you can use to position yourself as experts in the eyes of the news media.

This final step involves preparing you to serve as a volunteer spokesperson for topics or subjects related to your areas of specialty. You'll be prepared to comment on topics related to your key area…whether it's an engineering issue, a medical subject or a legal case that's in the news.

You'll learn to translate your expertise into selling yourself as an expert in your field who the media turns to for commentary or information.

The better able you are to talk about what you do and subjects related to your field in ways the public understands, the more often you'll be asked to do so!

These 4 steps have proven to give our clients the "media edge" they've been looking for. Contact us today for more information and to get started!

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