FAQs - The Walker Agency Public Relations Agency, Scottsdale, Arizona

Frequently Asked Questions

What is marketing communications and public relations?
Marketing communications and public relations include all the things you do to get the attention of your target audience (media, dealers, consumers, etc.) to tell it who you are and why your products or services are worthy of its attention.

What can an ongoing communications plan achieve?
Your target audience always responds best to what is familiar. An ongoing marketing communications program breeds familiarity for your product. The result is greater visibility, heightened brand awareness and value, faster and increased sales, and the opportunity to expand into new markets more successfully. A well-executed communications plan achieves your marketing goals.

What is included in a communications plan?
Every communications plan is tailored to the client’s needs. However, all communications plans include regular communication with the media through news releases, arranged interviews, story pitches, a well-conceived samples program, etc. The plan also includes consistent and creative presentation of a client’s brand and brand message through considered and creative graphic design. In the end, a well planned and executed communications plan marks the path toward higher visibility.

How important is regular communications with the media?
In a word? Vital. There is a critical difference in perception between company-sponsored advertising efforts and the implicit third-party endorsement that comes with mention of your product in the press. Your target audience is savvy enough to understand that the advertising message is bought and paid for by you. To support your advertising purchases, you need a public relations plan that uses editorial media as a third-party endorsing your product or services. Your consumers subscribe or use the media because they value and trust what the media has to tell them. That trust along with the media’s endorsement are critical to any communications plan.

Some media outlets are consumed by a nationwide audience, others by a local or regional audience. Knowing the media, what they want and need and how to get it to them is at the heart of what the Walker Agency does and is a critical element in any communications plan.