Intelligence: The key to a successful campaign

Intelligence: The key to a successful campaign

While intelligence is usually associated with national security, it is universally applicable, often overlooked and one of the most important elements of a successful communication campaign.

Our first step in any communications effort is research, which provides the strategic framework for a campaign. This is done through conducting a combination of a communication audit, in-depth individual interviews, focus groups and surveys over several weeks and months, or gathering intel on the fly during a crisis situation.

For example, when we managed response to a damaging viral video that had gained 500,000 views overnight and led to activists organizing boycotts and protests at our client’s locations around the country, one of our first steps was research. 

We assigned team members to identify and analyze the vocal groups and individuals involved as well as to research similar incidents, including how companies responded and how they were covered in traditional and social media. We also gleaned insights from some of our partners. This intel played an integral role in determining and executing a response that helped to neutralize the situation and position the client appropriately.

While we employ an arsenal of different research vehicles, our secret weapon is the Worldcom Public Relations Group. We were fortunate to be recruited and earn membership in Worldcom five years ago. As a partner, we have access to hundreds of professionals from 143 offices in 115 cities around the globe.

Need to quickly know the community dynamics or media landscape in a specific market? We have a partner for that. Need to understand the nuances of a niche industry? We have a partner for that. Need to find someone who has experience developing and executing a similar campaign or managing a specific type of crisis? We have a partner for that, too.

It’s more than having a partner though – it’s having a willing partner. There is a give-back/pay-it-forward attitude. We know each other well (we get together in-person twice a year, collaborate monthly as a group and more frequently as individuals) and are committed to helping each other. We also partner frequently on projects and pitches and help and provide boots on the ground when needed.

This gives each firm a competitive advantage and our clients reap the benefits of the collective insights and wisdom. Knowing that we have a resource with the answer to just about any question is invaluable. It is the intelligence that often makes the difference. We are proud to be #WorldcomStrong.