Professional service firms, chemical manufacturers and software companies come to Porter Novelli because we know how to help them with the complexities of business-to-business marketing. We understand the unique challenges inherent in the market’s long sales cycles and fragmented decision-making, as well as the precise timing and delicate balance required of companies who not only sell to their customers, but often compete with them as well. Our deep understanding of the target audience — from CIO to CFO, functional division manager to product engineer — enables us to communicate third-party validation, deliver customer success stories, or build strong associations, through the communication tools that are most appropriate, from the traditional to the newest emerging digital and social media.
Porter Novelli provides innovative cause-related marketing and strategic philanthropy solutions that positively impact corporations, brands and the causes they support. We work with clients to define a clear cause mission that expresses core brand values and serves as a filter for all cause-related investment. Our rigorous cause-screening process analyzes the internal and external factors related to the selection of a cause partnership. We work closely with experts and stakeholders in a given cause to identify targeted areas of need within that cause. This allows us to develop a program that demonstrates real success — moving the needle for the cause, not simply throwing dollars at a problem. And we ensure that cause-related marketing programs are closely aligned to the brand as well as to the hearts and minds of the consumers, employees and communities the brand serves.
Corporate Social Responsibility
Relationships between stakeholders and brands are increasingly driven by a dialogue about values. Successful brands understand how to reorient their business proposition so that they deliver against a financial bottom line while sustaining a strong commitment to a fundamental social responsibility. In fact, a commitment to these values, expressed through ethical business practices, environmental stewardship, fair and equitable labor practices and community support, is the connective tissue that can engage employees, consumers, suppliers and business partners in a deeper relationship that will benefit both the brand and our society. Porter Novelli’s global team of corporate social responsibility and environmental experts offers deep expertise and insights across the broad spectrum of sustainable business practices for clients—from those who are just beginning to organize around these issues to those who have been “doing the right thing” but who need to successfully leverage that with their most important audiences.
Smart companies recognize that employees are a competitive edge, and know that harnessing the power of an engaged workforce can help cut costs, reduce absenteeism and increase productivity. Internal communications, planned and executed correctly, can transform a workforce from disengaged and lethargic into engaged organizational ambassadors. But reaching internal audiences requires a sophisticated engagement strategy and insight into how and when to communicate. Porter Novelli’s strategic and holistic internal communications programs transform employees into ambassadors who champion brands, live company values and actively drive their businesses forward.
Issues and Crisis Management
The best way to manage a crisis is to prevent it from happening in the first place. We help clients do this by uncovering and prioritizing their organization’s full inventory of risks and vulnerabilities. We introduce clear processes for intercepting and neutralizing emerging issues before they become bigger problems; train spokespeople and put systems in place to respond quickly and effectively to critical situations; and use realistic live simulations to test-drive plans by exposing personnel to conditions of escalating crisis stress.
Porter Novelli helps our clients skillfully navigate an increasingly complex media ecosystem where everything – traditional, social and digital media — cross-pollinates. In today’s media environment, a discussion that starts on a Twitter feed or a Daily Beast blog post may pique the interest of a national daily. Or a “TODAY” show segment may spread virally through mommy bloggers and YouTube postings. Our media experts understand the dynamics, and know how to drive clients’ stories to help achieve their business objectives.
Today’s executives must cope with a 24/7 news environment that demands complete transparency. Porter Novelli offers four media training modules that teach clients how to make various channels work to their advantage and provide the information that will connect with stakeholders.
We train senior executives to hone message development and delivery; manage corporate positioning; announce earnings; provide insights; and work with the media in good times and bad.
Trade Show Support
The information shared at a trade show can enter the public domain in a matter of minutes. Porter Novelli trains clients on how to interview at the booth; master the five-minute interview; prepare for the handheld close-up; and turn drive-by interviews into relationships.
We help clients create the context and content to deliver out-of-the-gate competitive differentiation and eliminate me-too comparisons. We share techniques for managing delays and help clients set their products apart by describing attributes in the language spoken by the media.
We educate clients on when it’s appropriate to bypass the traditional media filter. We teach clients how to interview via e-mail, understand a world that operates without embargoes or NDAs, perfect the art of casual conversation and connect through Twitter, blog follow-up and add-ons.
Porter Novelli’s Real-time Reputation specialty combines sound crisis counsel with digital and social media expertise. Our integrated team of corporate affairs and social media specialists work with senior corporate communicators to plan for crises and move rapidly to manage these events both online and off. Using a combination of conventional and digital strategies, including Vulnerability Audits, Crisis Preparedness, Early Warning Monitoring and Reputation Restoration, we help clients prepare for, respond to and assuage the potential damages of adverse events.