THE PUBLIC RELATIONS PROCESS

Once the communications opportunity or challenge has been identified, Blue Whale subscribes to a flexible, yet personalized, four-step process.

STEP 1 – WE RESEARCH

Blue Whale researches and analyzes the environment in which its clients operate and/or their services are marketed.

What are existing attitudes? What needs exist? What is the competitive landscape? Who are the players? Who are the payers?   

Research may be as simple as holding an agency briefing and gathering previously published information.  Or, it may include in-depth interviews with a target audience, survey research (e.g., an omnibus), focus groups interviewing 10 to 12 members of a target audience, or field observation.

STEP 2 – WE PLAN

In partnership with our clients, Blue Whale then determines:
 

• What are we trying to achieve? (communications goals and objectives)
• Who would we like to influence? (target audiences)
• What basic ideas do we want our target audience to remember? (messages)
• What approach should we be taking? Is it a national campaign? Does it merit a grassroots approach? What channels should be utilized:  media, non-media, interactive? (strategies) 
• What is the best method of getting your message out?  Via media channels, such as news release, press conference, background rolling footage, or a media tour? Perhaps a non-media channel, such as direct mail or a special event?  What about an interactive channel, such as e-mail or the Web? (tactics)
• How quickly do we need to start communicating the messages? (timeline)
• How much is it going to cost? How much money is available? (budget)
  

STEP 3 – WE IMPLEMENT

We carry out the plan on time and on budget.

STEP 4 – WE REFLECT

Finally, we measure the effectiveness of your campaign and adjust future strategies and tactics as required.  Methods may include an analysis of media coverage, advertising equivalency, audience feedback, message recall, financial indicators, hits to a website, calls to a 1-800 number, etc.