Marketing & Communication Consulting

Successful management of controversy and crisis depends on the organization’s ability to contain the situation, put controversy behind them, and preserve reputation while moving projects forward as quickly and fully as possible. While, by definition, crisis response is reactive in nature, organizations that take a proactive approach to communications policies are best positioned to mitigate negative publicity when situations arise. To manage risk and liability concerns during communication, our team works with the organization’s attorneys to craft effective communications strategies consistent with image and mission, mindful of any legal and regulatory implications. Clients of our parent law firm, Harris Beach PLLC, who work with the HB Solutions marketing and communications team also may benefit from the discretion of attorney/client privilege.

• • • We manage communications in controversial situations including sensitive large-scale development projects, projects with widespread environmental implications, public budgets, dismissals, and operational or reorganizational changes.

    • We assist clients with crisis situations including product recalls, environmental issues, regulatory violations, government investigations and criminal charges.

    • We help organizations develop, implement and maintain formal response plans.

    • We train and execute crisis preparedness services to limit risk, secure favorable positioning and enhance potential for preserving brand image and reputation.

    • We conduct group training workshops and customized seminar programs to enhance communications skills and refine messaging.

    • We train leaders and spokespeople to work with media and community stakeholders.

    • We audit and test crisis communications plans and policies.

Effective media outreach is based upon fostering relationships and knowing the lay of the land. Our team has established media relationships across New York state and with leading national press and trade journals, which we can leverage to help organizations get out their message in a timely and cost-effective manner. We can also act as a third party, serving as a liaison between the media and the organization. Our consultants have handled high-profile incidents that have drawn national and international media attention including organizational, products and personnel issues.

• • • Conduct media outreach on behalf of clients

    • Arrange and consult on interviews, press conferences and public forums

    • Assess situations to determine the best approach for handling media inquiries

    • Draft media statements, press releases, internal communications and key messaging for all constituencies

    • Tailor communications strategy and timing to all stakeholders and impacted parties

    • Monitor social media to manage posts and responses

The HB Solutions team will assess how well an organization’s marketing and communications tools and resources support and advance their goals – then develop a strategic plan to enhance the organization’s brand and competitive market advantage/position. Our strategy involves:

• • • Conducting primary and secondary research to determine target audience and brand perception

    • Positioning products and services with a focus on key differentiators and resonant brand stories

    • Developing integrated marketing plans that reflect value proposition, brand identity and key messaging

    • Outlining strategies and tactics for achieving brand or business objectives