BRAND AND CORPORATE COMMUNICATIONS
Sparking interesting conversations
Our communications work, led by Anabel Darby, covers a wide range of projects, from product launches to crisis management, dealing with specialist media to international news organisations. Our key areas are Public Relations, Communications and Strategy.
Strategic planning sets objectives, determines where to allocate resources, and how to measure outcomes. The process is ongoing as it adapts to market conditions. The relationship clients have with their market stretches beyond periodic campaigns. Building and maintaining those relationships is critical to successful marketing communications. When considering strategy, carefully consider how we can help you maintain those relationships long-term.
Public relations is a powerful and critical component of any communications strategy as it has the ability to affect and change perceptions and behaviour. Public relations connects a target audience with key messages, giving them the information they use to make decisions, give support and take action. Our mission is always to find and tell a good story – one that is targeted, engaging and persuasive. The credible value gained from editorial significantly impacts on promotional, branding, sales and participation objectives. When information comes from an influential third party or opinion leader it is given an authority and recognition that no other form of promotion can provide.
We maintain a high level of goodwill with media organisations, locally, nationally and internationally. More than a simple database, these relationships are based on mutual professional respect. With a solid background in journalism, we appreciate the way in which media organisations work and the dynamics of the newsroom. This deep understanding of an ever-changing media landscape allows us to operate with precision where time is of the essence.
We are witnessing new consumer and investor behaviour and interactions based on values and integrity. Organisations have new views of profit making that take into account social and environmental responsibility. Our job is to understand the nature of relationships and the culture of the communities they network in. Citizen journalists and bloggers can often carry more authority than traditional institutions of society, because they are real stories from real people.
Crisis management planning and training minimises the potential damage and fallout from unavoidable events. This can involve media training for key people in your organisation. Being prepared allows clients to act quickly and effectively. In the event of a crisis, we are able to provide guidance and advice to clients, as well as liaise with media to ensure accurate information and key spokespeople are available.
Not only do we provide public relations expertise in event management, we count amongst our clients some of New Zealand's best event managers working across a wide range of industries and services. From highly specialist fields to broadly consumer focused events, we work as an integrated part of a team in event planning and execution. We are also specialists in online digital event management, from campaign build-up to registration to post-event surveys.
Content marketing is the practice of attracting and retaining customers using original content. Original content becomes an asset to your business you can reuse, repurpose and recycle. At Darby we can help build a portfolio of valuable content asset. Since Google refined the search criteria bias towards quality content it is more important than ever to publish new information constantly to keep your site high on Google. And Google is fussy – it looks for only the best. High-quality, original content, with top writing and graphics. This is what we do. Businesses need to think like publishers and focus their marketing strategy on content first.