Executive vice president
R&J Strategic Communications
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?
Tiffany Miller (R&J Strategic Communications): Creating customized, integrated campaigns that mix traditional PR strategies with new and existing digital tactics ensures we’re reaching target audiences with consistent messaging across multiple touchpoints and platforms. By harnessing the power and reach of social media responsibly, we’re able to gain valuable insights on what messages and types of content people find most engaging and use those insights to inform future campaigns so our work is continually evolving.
Q: What are you doing now that you may not have been doing one, three, five years ago?
Tiffany Miller (R&J Strategic Communications): We’re focusing more on owned content, which is any content online that a company owns and controls, like their website, social media, external newsletters, etc. With that, we’re expanding our content marketing capabilities, creating engaging content from videos to e-books, quizzes and more, to impact audience decision-making, build trust, develop relationships and generate leads for our clients.
Q: What is your best sales pitch to a potential client who currently is not using a PR/PA firm?
Tiffany Miller (R&J Strategic Communications): Expertise matters. We specialize in three key areas — commercial real estate/professional services, health care/human services and nonprofits — so, for potential clients in those industries, our ability to demonstrate our expertise and show we understand their business is critical. Having a proven track record of success in their industry also helps to show the value we provide and the type of results we can deliver.