strategic public relations counsel

“Public Relations is the management function that evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest and plans and executes a program of action to earn public understanding and acceptance.”

P. R. News

As a management function, Public Relations speaks to, as well as for, an organization’s leadership.

As a “third party” with extensive experience in observing changing public and media perceptions, ALRC is uniquely positioned to advise client management both on messaging to position the organization AND feedback as to how they are perceived.

Often communicators are called in to implement a project (write a release, create a brochure) assigned by management. They are valued for the product – what’s in their hands, not their head – regardless of whether or not it was the correct communications vehicle needed.

While ALRC personnel can provide such tactical support, whenever possible or prudent we also take the communication function to the next level – that of strategic counselor, valued for knowledge, advice and thinking and not merely communications skills or tools.

This often involves taking the focus off problems to solutions, away from “process” and onto desired results. Only then can a strategic plan be developed that incorporates the most effective vehicles to bring about change.

The Agency endeavors to accomplish these goals through a variety of proven communications methods and public relations practices, which generally fall into three categories:

• Preparation – laying the groundwork and ensuring that all the necessary elements for a successful public relations campaign are in place
• Publicity – communicating previously prepared elements and message points through third-party Christian and secular media
• Promotion – expanding the publicity process to reach audiences more directly with controlled messages through proprietary vehicles (brochures, videos) and institutions with which they are affiliated.

Each of these three communications processes involves a variety of tactics and practical approaches for conveying messages and achieving a client’s communications objectives.