Public relations
Public relations and communications that earn trust before you need it.
Coverage, community standing and a calm response in a hard moment all come from the same work, which is a clear story told consistently to the press, your stakeholders and your own people, and we connect that story to your brand, web and campaigns.
What's included
Here is what a communications engagement can include.
Some clients need help with a single announcement and others want an ongoing partner, so we scope the work to the moments that matter most to you.
Strategic communications planning
We define your key audiences, messages and priorities and build a plan that ties them to your business goals.
Media relations
We pitch your stories to the reporters and outlets your audiences actually read, watch and listen to.
Announcements and launches
We plan and run the communications for openings, leadership changes, mergers, campaigns and new programs.
Crisis and reputation planning
We prepare you for difficult moments in advance, and we help you respond clearly and quickly when one arrives.
Spokesperson and media training
We coach your leaders to handle interviews, panels and press conferences with confidence.
Content and storytelling
We write the press materials, op-eds, executive posts and stories that carry your message.
Community and stakeholder relations
We help you communicate with donors, patients, neighbors, members and partners as well as the press.
How it connects
Earned attention lasts longer when the rest of your marketing is ready for it.
A strong story in the press brings people to your website and your social channels, and it's wasted if they find an outdated message when they arrive. Because Drystone's PR specialists work with the brand, web, video and paid media teams, the coverage, the site and the campaign all say the same thing at the same time.
How it runs
Every communications engagement moves through four stages.
- 01
Listen
We learn your goals, your audiences and how you're perceived today, including in the press.
- 02
Shape
We define the story, the messages and the plan, and you approve them before outreach begins.
- 03
Engage
We pitch, write, train and coordinate, and we keep you informed of every conversation with the media.
- 04
Measure
We report on coverage, reach and the outcomes that matter to you, and we adjust the plan as news and priorities change.
Who it's for
This work fits organizations with a story that needs to be heard.
- You're a nonprofit or healthcare organization with a mission, campaign or milestone that deserves wider attention.
- You're announcing a merger, new leadership, a new facility or a major program.
- You want your leaders recognized as credible voices in your field.
- You need a plan and a trained team in place before a difficult situation arises.
Our communications specialists have deep experience with nonprofit, healthcare and purpose-driven organizations across New England, and they work with companies of every kind. Clients come to us when they want senior communicators who know the regional media and can coordinate the story with the rest of their marketing.
Questions
Here are the questions we hear most about public relations.
Can you guarantee press coverage?
No honest firm can guarantee coverage, because editors decide what runs, but we can tell you which stories are likely to land, pitch them to the right people and give you a clear account of every result.
Do you work on a retainer or by project?
Both, and we'll recommend whichever fits your needs, usually a project for a single announcement and a retainer when you want a steady presence.
Can you help us in a crisis?
Yes, and the best time to contact us is before one happens, because a plan, an approval process and a trained spokesperson make the response much faster and calmer.
Do you only work with nonprofits and healthcare organizations?
No, those are areas of particular depth, but we work with companies and organizations in many sectors.
How do you measure PR results?
We track coverage, audience reach, message pickup and the traffic and inquiries that follow, and we tie them to the goals we agreed on at the start.
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