Special Services Unit - GSSU
The Principle
Protecting your reputation means telling
a persuasive story where it matters. The GlobalSource Special Services
Unit makes sure that story is heard, is understood, and is remembered
by the key audiences.
Our skills and experience allow our clients to make fully informed
decisions about the messages they want to send and the channels
and media through which to send it.
Situation analysis
We analyze the client's
case and identify potential opportunities and opponents, as a prelude
to developing a tailored communications strategy.
We categorize issues and
define priorities to advance the client's case.
We identify possible official
and public threats to the client's case, as well as potential opportunities.
We interview the key policy
thinkers in the client's organization.
We critically examine previous
and current communications efforts.
Communications strategy
An effective public communications strategy is essential. We develop
one that supports and enhances the objectives of the client's own
strategy.
We develop and test the most effective message through our relationships
with media professionals and opinion researchers. We then refine
the message so it will resonate effectively with the opinion leaders,
the media and, if required, the public.
We quickly and accurately
judge likely media reaction to the client's position. We identify
key journalists and direct the client's message to where it will
get a fair hearing.
Working directly with reporters,
editors, producers and correspondents we make sure our client's
message is heard. We use "free media" (as opposed to paid advertising,
which has a credibility weakness in opinion forming) to correct
or counter misinformation and ensure that our client is shielded
from negative publicity.
Regarding "new media" - while we accept that everyone is still finding their way in this field, we can already harness the Internet to widen the audience our clients reach.
Friends indeed
Public support can dramatically
enhance media coverage of a case and we can enlist public support
for important issues.
We know our clients can
never have too many high profile friends. We work with high-profile
groups and individuals who can add credibility to the client's case.
Government action or, just
as important - inaction, can be key to how attitudes change on an
issue. Through our relationships with lobbyists in Washington, D.C.
and in Brussels, we can bring the right emphasis to bear on key
officials in the United States or the European Union.