Q: In an age when anyone, anywhere, at any time can disseminate information, how can a modern-day public affairs or public relations firm break through the noise and deliver the message of its clients to the masses?
Liz Thomas (Thomas/Boyd Communications): In 24/7 news environment, breaking through can be challenging. However, tailoring specific messages designed to reach well-researched decision-makers at any media outlet is the way to go. Well-written content is king — coupled with paid digital ad dollars helps to ensure target audiences are reached and motivated to take action.
Q: What are you doing now that you may not have been doing one, three, five years ago?
Liz Thomas (Thomas/Boyd Communications): Creating client newsrooms to help compensate for the declining number of reporters at media outlets. We also ensure that any public relations tactic, whether a news release, op-ed or a special event, includes dynamic graphics designed to reach target audiences. We aim to embed video and active news links to help our reach and expand our clients’ digital footprint.
Q: What is your best sales pitch to a potential client who currently is not using a PR/PA firm?
Liz Thomas (Thomas/Boyd Communications): I tell all potential clients that the easiest thing any of us can do in a day is write a press release, so, with all things being equal, you need to pick the person or the people in the firm you like, because you will be spending a lot of time together!