STRATEGIC COMMUNICATIONS AND CRISIS MANAGEMENT: DESCRIPTION

Practice Profile

At McKenna Long & Aldridge, our public affairs specialists are masters at the art of weaving communication through the legal, government and media arenas, enhancing the dialogue and strengthening the relationships necessary to grow your business.

Whether it be at the federal, state or local level, our public affairs specialists work in unison with our public policy experts to focus and synchronize your message in order that it may be delivered to key audiences with maximum impact.  Our veteran public affairs specialists have held prominent roles within both government and the media providing them valuable insights into how public officials and journalist distill information.  With your guidance, MLA will work to align your message with receptive audiences.

Among the services we regularly provide to clients:

Public Strategy

Often times an innovative initiative requires educating, engaging and encouraging constituencies or stakeholders to action.  MLA can help you design and implement a communications campaign that will mobilize support for your effort.  We will customize a strategy to meet your desired result by:

• Defining the issues or obstacles impacting your business goals. This may including familiarization with current laws, regulatory issues, the political environment and understanding the opinions of pertinent decision-makers;  
• Identifying target audiences for ongoing communication. Media, industry leaders and associations, shareholders, public officials, civic organizations and the general public may be among those identified for outreach;
• Building a coalition of partners with shared interests to strengthen your voice;
• Developing grassroots support and mobilizing advocates to spread the word;
• Enlisting support of third party experts to enhance credibility; and,
• Identifying multiple channels for the dissemination of information, including direct mail, newsletters and blogs.

Public Relations & Media Strategy

Whether you are trying to capture the attention of a government representative, secure necessary appropriations, or define the need for your product, MLA can help you identify and dialogue with media outlets that will reach your target audiences.  We have developed media outreach strategies for clients which include:

• Press releases, messaging documents, presentation materials and information kits;
• Editorial board meetings and media roundtable discussions;
• Proposed story concepts;
• Targeted industry media lists;
• Identified speaking opportunities including panel discussions, civic and business forums; and,
• Collateral development.

Crisis & Issues Management

We live in a global economy, the dynamics of which are changing every day.  Despite best efforts to anticipate conflict and avert crisis, systems sometimes fail.  MLA is experienced in reputation management, media management and ensuring transparency through responsive communications.  We can assist by:

• Pro-actively identifying issues that may appear controversial;
• Developing contingency planning;
• Repositioning public debate through clear and concise messaging; and, 
• Coordinating internal, external and client communications.

Media/Presentation Training

A request for a media interview or being called to testify before a governmental oversight committee may present new challenges or opportunities for your company.  MLA’s public relations experts will work with you to enhance your presentation and hone your message.  Just as important as what you say, is how you say it.  Among the services we offer:

• Coaching on vocal nuances, body language;
• Advice on how to tell YOUR story, pairing what key audiences need to hear with what you want them to hear; and,
• Guidance on interview techniques, teleprompter reading, and presentation posture.

Representative Matters

• We built communications platforms for emerging biotech companies seeking federal grant funding and/or procurement opportunities in the areas of public health and biodefense;
• We provided crisis counsel to litigation clients facing deposition and developed responses to media inquiry;
• We managed crisis communications for a leading information technology company receiving national media attention for a misplaced computer disc containing personal data on 3 million Medicaid recipients;
• We designed a communications strategy for a public-private partnership seeking to raise awareness around a southern state’s efforts to become the “best managed” state in the nation; and,
• We developed a public strategy to counteract a growing controversy surrounding Tax Allocation Districts which included educating elected officials as well as the general public about the legal and economic realities.