Brand Protection PR | M&C Communications

Brand Protection PR™

What is Brand Protection PR™?

Welcome to Brand Protection PR™, where we offer a truly distinctive approach to public relations that sets us apart from the rest. Our unwavering commitment revolves around three pivotal aspects that empower you to safeguard your brand against any crisis.

Customer Loyalty

We firmly believe in targeting your audiences strategically, inspiring meaningful engagement that cultivates trust and loyalty. Our approach extends beyond mere message amplification to encompass education and promotion. As the saying goes, people prefer to buy from companies they know, like, and trust.

Insider Media Training

Our team of former journalists with extensive experience in both news and PR, possess a deep understanding of how the media operates. This knowledge allows us to help you effectively navigate feature stories and crisis situations, ensuring you achieve your objectives while satisfying their needs.

Forecasting for Resilience

Building a resilient brand requires a proactive approach. Our expertise lies in the art of forecasting, honed through our background as journalists. By continuously monitoring emerging stories, and cultural shifts, and anticipating future developments, we position your brand to transform potential crises into opportunities. Developing a well-crafted plan for the most likely scenarios in the next 3-6 months is instrumental in maintaining your brand's resilience.

Join us and benefit from our Brand Protection PR™ process as we guide you through the intricacies of public relations, unlocking the potential for your brand's enduring success in an ever-evolving landscape.

Building a Trust Bucket: The Key to Resilient Brands

with Diane Mulligan, Founder of M&C Communications

In today’s fast-paced world, the importance of

proactive crisis management called

Brand Protection PR™ cannot be overstated.

Diane Mulligan, founder of M&C Communications,

emphasizes the concept of the "trust bucket"—

a critical strategy for organizations aiming to

maintain a positive public impression, especially

in times of crisis. As Mulligan states, "In order to

have a resilient brand, you need to think about all

of this as much as possible before you run into the situation."

The Brand Protection PR™ trust bucket represents the reservoir of goodwill and trust that a company has cultivated among its various stakeholders, including employees, clients, and the media. When companies actively communicate their values and commitment to quality, safety, and community, they fill this bucket. This proactive approach helps to fortify its reputation, making it easier to weather potential crises.

Trust Bucket Applied in Real Life

Mulligan shares a compelling example from her work with the Rocky Ford Growers Association in Colorado. After being wrongfully implicated in a listeria outbreak, the association struggled to recover due to a lack of prior communication about its long-standing safety practices. "For 125 years, the farmers in this little town had a perfect safety record, but they had never really talked about it," Mulligan explains. This absence of proactive communication led to a significant decline in consumer trust and sales when the reports of a listeria outbreak, erroneously attributed to the grower exploded in local and national media.

Conversely, Mulligan cites Blue Bunny, an ice cream brand that effectively managed a serious health scare. Their extensive outreach and transparent communication prior to the crisis allowed them to mitigate damage significantly. "They took a hit, but nothing compared to what happened to the cantaloupe growers," she notes. This comparison illustrates the stark difference that a filled trust bucket can make when a crisis strikes.

How to Adequately Prepare and Respond

The need for crisis planning becomes evident as Mulligan discusses the Brand Protection PR™strategies employed by M&C Communications. The firm collaborates closely with clients to identify potential threats that could disrupt their operations. By forecasting crises that may arise based on industry trends and competitors’ experiences, organizations can prepare effective holding statements and communication strategies in advance. “What is the thing that’s going to keep you up at night? That’s where we start,” Mulligan advises.

Internal Communication

One core aspect of maintaining a full trust bucket is the emphasis on internal communication. Employees serve as brand ambassadors and play a vital role in managing public perception. “If you take really good care of your employees and communicate clearly with them, they can be a tremendous resource for tamping down any negativity that arises,” Mulligan explains. Well-informed employees are empowered to represent the organization positively during crises.

Responding: Best Practices

Mulligan also stresses the importance of timely communication during a crisis. "When something happens, you want to be able to say, 'We understand there’s a problem, and we’re working on it,'" she emphasizes. By quickly acknowledging an issue and providing regular updates, companies can maintain credibility and reassure their stakeholders that they are in control.

Ultimately, the Brand Protection PR™ trust bucket concept serves as a proactive measure to safeguard an organization’s reputation. Mulligan aptly summarizes the importance of this approach: “Your reputation can be destroyed in 15 minutes.” By filling The Brand Protection PR™ trust bucket with positive stories, safety initiatives, and community engagement, businesses can better navigate the challenges that lie ahead.

In conclusion, Mulligan's insights highlight that effective crisis management is not merely about reacting when things go wrong; it’s about creating a foundation of trust long before a crisis occurs. Companies that prioritize communication and engagement will not only survive challenges but may emerge stronger, having transformed crises into opportunities for growth. M&C Communications stands ready to help businesses develop these vital strategies, ensuring they are prepared to lead with confidence in any situation.

PR Insights from Mitch Jelniker: Building Relationships with the Media

with Mitch Jelniker M&C Communications Vice President

In a recent interview, Mitch Jelniker, Vice President at M&C Communications, shared invaluable insights on navigating public relations and effectively engaging with the media. Drawing on his background as a former journalist, Jelniker emphasizes the importance of building lasting relationships with reporters and preparing for potential crises through a strategy he refers to as "Brand Protection PR™."

Understanding the Media’s Role

“The media are not there to be your friends. They have a job to do,” Jelniker notes. Journalists are tasked with informing the public, often under tight deadlines and significant pressure. However, he stresses that organizations can forge alliances with the media by establishing rapport before crises arise. “If a crisis happens and that’s the first time the public hears about you, that’s how you’ll be identified,” he warns. Instead, businesses should proactively engage with journalists to position themselves as trusted sources.

Building Relationships

One of Jelniker’s core messages is the necessity of relationship-building. He suggests that businesses reach out to local and national journalists regularly, sharing updates and insights relevant to their industries. “If you don’t talk to reporters, there’s no wonder they’re not talking to you,” he explains. This proactive approach can significantly enhance visibility and ensure that when reporters seek expert opinions, they think of your organization first.

Tailoring Your Message

Jelniker highlights the importance of localizing stories. During editorial meetings, journalists are expected to come with specific, localized story ideas. “If a reporter says, ‘I know someone at company ABC who can share insights on a local issue,’ that’s gold,” he advises. To be that go-to source, organizations must understand the current news landscape and offer timely, relevant information that reporters can use to craft compelling narratives.

Media Training and Crisis Preparation

Many professionals feel unprepared when facing the media, especially during crises. “We have media training for that,” Jelniker assures. His team provides practical strategies to ensure that spokespeople can stay on message and convey their expertise effectively, even under pressure. “You have to build that rapport with the media over time, not wait until there’s a crisis,” he adds.

The Importance of Planning with Brand Protection PR™

Planning is crucial in PR. “Most people don’t want to prepare until the day of the crisis,” Jelniker acknowledges, but having a plan in place can make all the difference. He advocates for a structured approach called "Brand Protection PR™," which equips organizations with strategies to respond swiftly to media inquiries and potential crises. “If you have a strategy for responding to crises, you can react quickly when reporters come calling,” he emphasizes. This readiness allows organizations to rise above the noise and convey their messages effectively, even in challenging situations.

Final Thoughts on Brand Protection PR™

Jelniker’s insights underscore a vital principle in public relations: building relationships and preparing for crises are not optional but essential components of a successful PR strategy. By incorporating "Brand Protection PR™," organizations can create a framework for managing their reputation and ensuring they are prepared to handle unexpected events. As he aptly puts it, “Through PR, you can rise above the noise.”

Organizations looking to strengthen their media presence should take these tips to heart, ensuring they are prepared and positioned as trusted voices in their communities. With a focus on proactive engagement and comprehensive planning, businesses can effectively navigate the complexities of public relations and safeguard their brand’s integrity.

PR Insights from Jasmine Floyd: The Power of Brand Protection PR™with Jasmine Floyd, PR Manager

Jasmine Floyd, PR Manager at M&C

Communications, shares expert strategies for

effective public relations and highlights the

critical role of crisis management through

Brand Protection PR™.

Understanding the Media Landscape

Floyd emphasizes the evolving nature of the media landscape, noting that journalists face immense pressure to produce timely and relevant stories. “Today’s media environment demands quick, accurate, and engaging content,” she explains. This reality creates both challenges and opportunities for organizations looking to communicate effectively. By understanding journalists’ needs, companies position themselves as valuable sources of information.

Building Relationships with Journalists

A key theme in Floyd’s discussion is the importance of cultivating relationships with media professionals. “Building trust with journalists is essential,” she states. Organizations must proactively reach out to reporters, share their stories, and establish rapport well before a crisis hits. Consistent engagement helps companies become go-to sources when journalists seek expert opinions or commentary.

Redefining Success

Floyd emphasizes the need to redefine success in public relations. She explains that when pitching stories, it only takes one "yes" for new opportunities to emerge. Even if a news outlet doesn’t ultimately run your story, the fact that the reporter is aware of your organization and has your contact information is a significant step forward. This highlights the value of persistence; it’s crucial not to get discouraged if your story doesn’t get picked up immediately. Ultimately, it only takes one news outlet to open doors and create pathways for future coverage.

Crisis Management and Brand Protection PR™

Crisis management is a significant focus for Floyd. She explains that effective crisis communication is a vital aspect of Brand Protection PR™. “Having a well-defined crisis management plan allows organizations to respond swiftly and effectively when challenges arise,” she says. This proactive approach not only protects a brand’s reputation but also reinforces trust with stakeholders and the media. “By planning ahead, you can control the narrative and minimize potential damage,” she emphasizes.

The Role of Media Training

To prepare for media interactions, Floyd recommends investing in media training. “Understanding how to communicate your message clearly and confidently is key,” she advises. Training helps spokespeople navigate challenging questions and stay on point, ensuring that the organization’s message is effectively conveyed. “Media training is an integral part of our approach to Brand Protection PR™,” Floyd notes, highlighting its importance in equipping teams to handle media inquiries with finesse.

Final Thoughts on PR Strategy

Jasmine Floyd emphasizes the importance of consistency in media relations as a cornerstone of a successful Brand Protection PR™ strategy. These relationships are not forged overnight; they require patience and persistent effort when pitching stories. Organizations should think about what makes them unique and how they can serve as spokespersons for their communities, offering reporters something distinctive to cover. By cultivating these connections and positioning themselves as trusted experts, businesses can ensure that when a crisis arises, they are top-of-mind for journalists seeking insights and commentary. This proactive approach not only enhances visibility but also strengthens the organization’s reputation in the industry.

Building Trust and Managing Crises with a Focus on Social Technology

with Jordan Sherman, Public Relations Director

In today's fast-paced digital landscape, the

concept of The Brand Protection PR™ trust

bucket has become essential for businesses

navigating public relations and crisis

management. “A strategic approach to building

trust can significantly impact a company’s

resilience during crises,” emphasizes

Jordan Sherman, M&C Communication’s

PR Director.

Understanding the The Brand Protection PR™ Trust Bucket

The Brand Protection PR™ “trust bucket” is a metaphorical vessel representing the trust a company has built with its stakeholders—customers, employees, and the community. “Imagine you have a pitcher of water; the more water you fill the bucket with, the harder it is to knock it over,” explains Sherman. Each positive interaction, whether through earned media, paid advertising, or social media engagement, contributes to this trust bucket. When a crisis arises, a well-filled trust bucket can help mitigate the damage. If a company has established a strong relationship with its audience, even a minor spill—like a negative news story—won’t necessarily result in catastrophe.

Proactive versus Reactive Strategies

M&C Communications advocates for a proactive approach to public relations. By anticipating potential issues and preparing responses in advance, businesses can transform potential crises into opportunities. “We are that safety blanket that thinks about these things for you,” Sherman states, highlighting their role in guiding clients through turbulent times.

Building this proactive strategy involves consistent communication through various channels, especially social media, which serves as a vital platform for storytelling and engagement. “Social media is really low-hanging fruit that every business should be using to connect with people,” Sherman asserts. Regularly posting engaging content not only increases brand visibility but also reinforces trust with the audience.

Leveraging Social Media for Crisis Management

Social media plays a dual role: it builds trust during stable times and becomes a crucial resource during crises. M&C Communications advises companies to pause all non-essential communications during a crisis, directing attention to a single source for information updates. “When a crisis occurs, you pause all social media output... so that the critical information can be communicated effectively,” says Sherman.

Furthermore, the agency highlights the importance of content strategy in social media. Rather than focusing solely on marketing products, businesses should share stories that resonate with their audience. “We tell the stories of our clients,” emphasizes Sherman, suggesting that companies often overlook valuable narratives that can strengthen their connection with stakeholders.

Utilizing Technology and Monitoring Tools

To stay ahead of potential crises, M&C Communications employs advanced digital monitoring tools like Meltwater. This software allows them to track industry-related conversations and emerging issues. “We look at how other entities are handling the same issue and extract our learnings,” underscoring the importance of data-driven decision-making in public relations.

A Strategic Approach to Building Trust

Ultimately, robustly building The Brand Protection PR™ trust bucket is crucial for businesses looking to safeguard their reputation and navigate crises effectively. M&C Communications emphasizes that proactive engagement through social media, coupled with effective monitoring and strategic communication, can create a resilient brand. As they put it, “Our goal is to make sure that clients can sleep better at night,” states Sherman, knowing that their interests are protected by a thorough and thoughtful public relations strategy.

By focusing on building trust before a crisis hits, companies not only survive challenges but potentially emerge stronger and more connected to their stakeholders.

PR Insights: The Power of Brand Protection PR™

Jasmine Floyd, PR Manager at M&C Communications

Jasmine Floyd, PR Manager at M&C Communications, shares expert strategies for

effective public relations and highlights the critical role of crisis management through Brand

Protection PR™.

Understanding the Media Landscape

Building Relationships with Journalists

Redefining Success

Crisis Management and Brand Protection PR™

The Role of Media Training

Final Thoughts on PR Strategy

Brand Protection PR Tool™

This proprietary forecasting tool is integral to protecting your brand and your thought leadership position in your industry.

M&C will conduct a 2-day session with C-Suite Executives to provide

PRE-PROGRAM SURVEYS

A written survey sent to your team leaders and management (15 max) to ascertain current concerns
In-depth phone survey with key managers (5 max) to learn more about the current state of your crisis response plans or needs

DAY ONE: 2-4 hours depending on the number of participants

Module One – Analyzing the Crisis
Goal: To develop a plan to anticipate, analyze, rate, and determine if early preparation will increase the probability of positive outcomes during a crisis where you are positioned to retain the trust of your most important constituencies as you work your way through the crisis
- Team members and management will develop a list of all potential crises
- Crises are rated based on a proprietary scoring tool developed by M&C

The top three crises will be decided upon for focused work on day two

DAY TWO: 2-4 hours depending on the number of participants

Module TWO – Developing Trust Bucket
- Team Building Exercise
- Evaluating Roles – Division of Labor – Budgeting
- Overall Strategy – Restore Trust & Exhibit Accountability
- Develop a Crisis Responsibilities Plan
- Media Training for 3-5 Individuals on identified potential crises

Cost $15,000 plus travel for 2 M&C team members