Public Relations

Public relations is more than writing and sending news releases. In government, public relations and media relations are critical channels for effective message management. Getting the right message to the right people at the right time typically involves public relations tools such as media research and analysis; media engagement from base-level and program-level publications to national media outlets; editorial planning; strategy; messaging; targeting/list development; news releases; and results analysis.

Public relations is not an end in itself, but rather an important element of the strategic communications mix. Using public relations in a carefully planned and strategic manner can help executives clearly communicate the value of their organization and accurately shape the perceptions of key constituents … but only when done in a skillful, diplomatic, and authentic way.

At APCG, our consultants have a thorough understanding of public communications management. We combine solid practitioner knowledge -- gained through many years of experience in B2B and B2G communications -- with our understanding of government protocol. Our consultants recognize and respect the critical role of the Public Affairs Office (PAO) within government agencies. An effective working relationship with the PAO is the difference between success and failure. Therefore, we strive to complement the PAO function by providing support, perspective, and facilitation. In addition, we know that government can never control the media, but there are methods to ensure fair and balanced reporting. We have built strong working relationships with the media on behalf of our clients. We know how to scope a good media interview for our clients. And we know how to target the right media outlets. In other words, when it comes to public affairs and media relations, we know – and follow – the rules of engagement.