Strategic consulting
Strategy consulting
At Möller Horcher, strategy consulting is based on our long standing experience and expertise, particularly in business to business communications for IT and high tech companies, as well as on research and analysis of the information we obtain from examining the client’s current state (as is analysis) and investigating the market and the competition. In some cases, for example if a company wants to reposition itself, then it will also be necessary to conduct interviews with our clients’ customers, partners and employees.
We draw on these results to formulate a strategic approach for the client. Remaining realistic is key to every PR strategy. A PR strategy that cannot be realised within a given time frame or budget is pure fiction and therefore doomed to fail.
With the developed PR strategy in mind, we set up a PR plan that defines short, mid and long term PR goals, PR target groups, PR measures, topic schedules, A-B-C lists as well as time and cost schedules.
At regular intervals (somewhat more often in the volatile IT and high tech environment), corporate and communications strategies have to be reviewed to ensure relevance and efficiencies.
PR competition analysis points out need for action
Sandy Wilzek, Senior PR consultant and branch manager of Möller Horcher PR in Freiberg, describes the context of a PR competition analysis: “A neutral competition analysis helps to identify the call for action for PR. The aim of the analysis is to capture, analyze and compare PR measures, issue management and visibility of competing companies and to derive a specific need for action and optimization of my company’s PR work out of that. The competition analysis is extremely valuable since it examines the company from an external point of view – just as it presents itself to the target group. By means of this analysis, clients realize to what degree they are featured in the media compared to their competitors and how their performance is conceived by public opinion.
In the detailed PR competition analysis, we include print, online and blog publications as well as information from competitors’ websites in our evaluation. The collected data is then processed, compared and evaluated in accordance with specific criteria. For a small PR competition analysis, which we often use for PR workshops if there is an initiation of a business deal, we only assess websites and online publications.
It is highly important that we apply the same criteria for the evaluation of the company and of its competitors. This is the only way that true comparability is guaranteed. Naturally, companies – or we as service providers – know more about the PR projects of one’s own and consequently tend to confound strategical realignment or the intentions of planned and performed activities with the real visibility and public image. This is why neutrality is the top priority in the competition analysis if one wants to get truly reliable results – results effective recommendations for action can be generated from.
Holger Stelz, Manager Marketing & Business Development at Uniserv GmbH
In early 2011, when our cooperation began, Möller Horcher PR conducted a PR workshop with us to work out the particulars of a PR strategy already under consideration.
Together we analysed the activities up to this point as well as Uniserv’s position in the media; based on this, we adopted a catalogue of detailed PR measures.
In mid 2011, we put this PR strategy to the test and are very pleased with the results. Uniserv’s media visibility has increased considerably.
Gisela Krüsch, Marketing Manager of ReadSoft GmbH, Neu-Isenburg:
“To start 2011 with some fresh new ideas for our PR strategy, we began looking for a suitable agency in 2010. In addition to classic PR work we wanted an agency that was competent in the area of social media and had proven expertise concerning SAP environments. Two agencies were short listed after the first presentation, one of which was Möller Horcher. To make a final decision, we asked both agencies to prepare a workshop.
For the PR workshop, Möller Horcher conducted a detailed PR analysis among four competitors and added opinions from analysts and key influencers from the social media channels that are relevant for our company. The resulting status report helped us refine our PR and social media strategy. The Möller Horcher team’s professional approach and expertise won us over.”
Would you like to redefine your company, product or service? Are you looking for the right positioning to do so and would like to have someone develop a clear and, most importantly, practicable PR strategy ?
Talk to us! We conduct - at a reasonable cost – the necessary research, analyses and evaluations and then discuss the results with you in PR workshops to develop a PR strategy that is right for you.
Gabriele Horcher, General Manager at Möller Horcher Public Relations GmbH, by phone: +49 (0)69 - 80 90 96 - 52 or email: gabriele.horcher@moeller-horcher.de
