Úspech vychádza z informovanosti a vplyvu. Prepájame kreativitu podloženú dátami s dlhodobými vzťahmi s kľúčovými médiami a partnermi. Vaše obchodné ambície tak premieňame na reálne výsledky.
We start by analysing the brief and conducting research to ensure that the proposal will deliver measurable impacts on our client’s business objectives – increasing sales or market-share, strengthening the stock-price, attracting new partners or investors, penetrating new retail outlets, winning planning permission, securing government approval - whatever they may be, they must be specific and capable of being positively affected by public relations and stakeholder engagement.
Then we agree a framework of communications objectives and KPIs with our client, all quantifiable from independent or corporate sources – also known as measures of success. These provide us with the foundation for further stakeholder and audience research, pinpointing Key Decision-Makers and Key Opinion-Formers whose awareness and positive/neutral/negative opinions we turn into a stakeholder benchmarking map.
At this stage we and our client have agreed a precise statement of who needs to know, think and feel what in order for the programme to achieve its objectives. Everything so far in the plan is data-driven: numbers, statistics, timing, costs.
Our teams then apply creativity to the communications challenges which have been defined in numerical terms. The goal is to invent new, original and fresh ways of attracting favourable attention to what our client wants to say – words, images and concepts that hook the audiences’ interest, provoke reflection and achieve memorability. All this is measured before, during and after the campaign period.
We also use creativity to devise the most powerful channels of communication for each audience and the messages they need to hear or see. A major channel is the media, both traditional and social, but there are also sixty alternatives. A typical programme will use three. Their effectiveness is measured quantitatively and they can be adjusted while a programme is up and running.
Creative ideas can make a spectacular difference, but Best puts its faith in meticulous planning and careful execution – everything measured at each stage and its ROI calculated. Most of our clients prefer to use PR as a business tool rather than as a hit-or-miss creative exercise (like much advertising). For them, data is their DNA, and it’s ours too.