Bridge Global Strategies Public Relations Capabilities


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Describes the PR and communications capabilities of New York City-based boutique PR firm Bridge Global Strategies.

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Bridge Global Strategies Public Relations Capabilities

  1. 1. Public Relations Capabilities October 12, 2012 © 2012 Bridge Global Strategies LLC
  2. 2. What Is Bridge Global Strategies?• A New York City-headquartered boutique PR firm• Specializes in helping start-ups and foreign companies in the U.S. to raise corporate and product visibility, awareness & sales• We are entrepreneurs; a lot of our work is for other entrepreneurs
  3. 3. Our Key Services• Communications to launch or re-position organizations and their services and products• Programs to build and manage organizations’ reputations• Strategies and programs to build brand visibility and/or increase sales of products/services• A full arsenal of communications tools to carry out these strategies and programs – From media relations to events to marketing materials
  4. 4. What Differentiates Us• Big agency know-how and experience; small agency service, creativity and results – Clients and employees are our most important consideration, not shareholders or quarterly results – Experienced staff working on the account, not just selling or showing up for meetings; five key staff members have an average of 18 years of experience
  5. 5. What Differentiates Us• Senior professionals actually work on your account – not just show up for meetings• Amazing client retention demonstrates the quality of our service 22 years 15 years 19 years
  6. 6. Small and Hands-on, But With a North American & Global Network• Best of large and small agencies: senior level service, with a North American-wide and a global network (something usually found only with big multinational agencies) – Bridge was a founder of Public Relations Boutiques International (PRBI); Lucy Siegel, CEO of Bridge, was founding president – This network provides Bridge with “arms and legs” on the ground where we need them to help us help you, from Minneapolis to Moscow, San Francisco to São Paulo – For more information on PRBI, visit
  7. 7. BostonNew York (2 firms)Roseland, N.J.Philadelphia, Penn.Washington, D.C.Kansas City, Kan.Pittsburgh Grabs, SwitzerlandChicago Brighton, EnglandMinneapolis Moira, Northern IrelandHouston Munich, GermanyPhoenix (2 firms) Moscow, RussiaAspen, Colo. Sao Paulo, BrazilLos Angeles Buenos Aires, ArgentinaSan Francisco Dubai, U.A.E.Portland, Ore. Johannesburg, South AfricaSeattle Kuala Lumpur, MalaysiaToronto Seoul, Republic of KoreaVancouver
  8. 8. Industry Experience• Academic Institutions • Industrial/Manufacturing• Appliances and Housewares • Non-Profit Organizations• Broadcast Media • Office Equipment• Consumer Electronics • Consumer Packaged Goods• Financial Services • Consumer Services• Food • Professional Services Firms• Games • Scientific Instruments• Governmental Organizations • Software• Healthcare • Telecommunications• Information Services • Trade & Professional• Insurance Associations• Internet retailers • Travel and Hospitality• Internet technology solutions • Travel technology
  9. 9. How We Work with Our Clients• Consult on marketing positioning• Develop strategies for corporate PR (reputation building/managing) & marketing public relations (promotion of products or services)• Execute those strategies: – Make companies/products visible to key constituents to build reputations and visibility and enhance image – Put clients in front of the gatekeepers they rely on to distribute products and/or services to their end customers -- buyers, wholesalers, agents, partners – Use media relations, public speaking and other PR tools to carry out strategies
  10. 10. How We Work with Our Clients• Help position the company or its key products/services as innovators, challenging the marketplace status quo• Help senior executives get credit for being thought leaders – Helpful to sales force and in building long-term reputation• Sometimes able to help introduce senior executives to new funding sources
  11. 11. Social Media Marketing & Reputation Management Experience• All of our client work now involves social media relations – At times incidental – monitoring social media, interacting with bloggers – But sometimes the core of the work – using blogger relations and social media to spread the buzz on a new product or service, or advising a client on negative online buzz• Examples: – Created a social media program for pharma industry association New York Pharma Forum that included Twitter and development of a LinkedIn group to build the organization’s visibility; monitor online discussion of NYPF – Wrote company social media manual for executives of B2B tech company as a “how to” for executives; monitored online discussion of company; helped company create its own social media groups – Launched new green consumer product via blogger relations strategy – Handled an online crisis for a consumer beauty products company
  12. 12. Social Media Marketing & Reputation Skill Set• Online reputation management via social media is an extension of traditional PR but requires savvy, sensitivity, mature judgment and ability to act quickly and decisively• If an organization doesn’t take control of its brand and reputation, others will – This is true online, communicating directly with customers and potential customers, as it has always been with traditional media – New companies that “specialize in social media” usually are not as well-equipped to deal with corporate reputation or marketing communications as general PR firms: they don’t have overall perspective on issues management, strategic communications planning and positioning
  13. 13. Case StudiesIn addition to the following case studies, additional ones are available on our website,
  14. 14. ecobee: Green $$$ Made Easy?• ecobee hired Bridge in September, 2008 to help make its corporate and product debut• We worked with ecobee on a PR strategy for the company and its ecobee Smart Thermostat. We divided the PR campaign into phases: – Announcement phase with pre-orders – “Product available” announcement – Trade shows to get to know trade media – Consumer media/reviewers – Business media and analysts last• Set goals for measuring success• Produced press materials Helped launch ecobee’s third• In consumer PR phase, arranged product product, new Smart Si Thermostat in reviews, reaching out to traditional consumer 2012 media• Launched second product in early 2010• Launched third product in early 2012
  15. 15. ecobee: Early Media Results (First 6 Months)• U.S. articles written on/in: • 107 North American blogs • 12 Overseas blogs • 18 newspapers & magazines • 3 TV shows• Audience impressions: over 140,000,000• U.S. coverage included: • Engadget • Technorati • Gizmodo • Ubergizmo CEO Stuart Lombard with ecobee’s original • CNet • Josh Spear Smart Thermostat • Treehugger • NBC TV Chicago • Good Clean Tech • Business Week TV (PC Magazine blog) • New York Post • Crunchgear • London Times• CPM = 28 cents• At least 3 X this number of media impressions achieved after 18 months!
  16. 16. Helping Top Asian B-Schools Earn A+ In American Communications• Challenge: Four top Asian business schools (China Europe International Business School, Shanghai; HKUST Business School, Hong Kong; Nanyang Business School, Singapore; Indian School of Business, Hyderabad) wanted to increase applicants from North America despite being relatively unknown here• Solution: Hired Bridge for public relations/media relations project prior to a four–school North American recruiting trip: planning, positioning (Asia’s Ivy League), news releases, media contacting, interviews with deans, students and faculty• Results: Long and positive feature articles in Bloomberg, BusinessWeek, Wall Street Journal, Crain’s New York Business and Canada’s National Post, which were then widely discussed and linked to by online news outlets and B-School blogs. Excellent attendance at the four school’s North American recruiting events.
  17. 17. Launched New Mutual Fund at Start of “The Great Recession”• Startup investment firm Structured Investment Management’s innovative mutual fund was approved by SEC just as Lehman Bros. fell• With market in chaos, journalists ignored news of new mutual funds• We paused PR to conserve budget, waiting for media to return to routine coverage; but crisis worsened and spread worldwide• Worked with company to start building thought leadership; used time to achieve greater visibility for company and fund• Arranged several opportunities for CEO to comment on the financial crisis on Fox Business News and CNBC. He was able talk about the new fund on air• As the media slowly returned to covering routine news, we were able to arrange interviews with trade media, BusinessWeek TV, Smart Money, Kiplinger’s, Louis Rukeyser’s Mutual Fund Report and Money Magazine
  18. 18. Admiral Road’s Cause Marketing Program• Bridge helped Admiral Road, a Canadian manufacturer of children’s fleece products, to enter the U.S. market• We suggested a cause marketing program as a way to inject some news value into announcement of a few new products• The new products were personalized fleece blankets for babies and kids decorated with monkeys, zebras and giraffes• Bridge positioned the new products as a new line, and named it the Admiral Road “Baby Safari” line• Bridge arranged a cause marketing sponsorship for Admiral Road with the African Wildlife Foundation (AWF)• Announced the new “Baby Safari” line to the media; stressed donation of a percent of sales to AWF• Admiral Road was included on the AWF web site as a sponsor (a million unique visitors/month), with a link to the AR site• This strategy provided a news hook for media coverage and attracted new animal-loving customers• Cause marketing relationship lasted for more than five years
  19. 19. Crisis Management ExperienceOur staff has helped to save companies large and small from crisesranging from boycotts to bankruptcies:•Korean economic crisis – Provided issues management and media relations counseling to bolster a top Korean conglomerate’s financial viability and U.S. image during collapsed economy in Korea• False rumors – Developed internal and external communications strategies to stop rumors of foreign company’s U.S. market withdrawal and sale; media trained senior executives and conducted aggressive media outreach• Greenmailing – Counseled corporate management on media relations involving a greenmailer who tried to use the media to manipulate the company’s board of directors; conducted aggressive media outreach to discredit the greenmailer•HIV-Contaminated Plasma – When a drug company’s HIV-tainted blood products caused a massive crisis, we developed a crisis management and communications strategy, provided counsel to the CEO, and set the direction for media relations and internal communications. As a result, we were able to help the company wind down media attention and stabilize its business environment
  20. 20. Lucy Siegel President & CEOLucy’s experience spans almost every area of PR: communications positioning, issues andcrises, corporate media relations, executive speeches, internal communications, mergercommunications and a wide range of other matters related to corporate reputation. Sheis also proficient as a marketing public relations counselor, helping clients position andsell their products and services, both in consumer and B2B industries.She started her career in journalism and then moved to PR at Equitable Life, where shedirected communications for the group health and pension asset management businessesShe then moved to Tokyo where she worked for Cosmo Public Relations, which appointedher its first non-Japanese board member.After returning to New York, she launched and headed a subsidiary for Cosmo beforeopening her own firm, which she ran for seven years until it was acquired. It is now partof Publicis in New York.Prior to founding Bridge Global Strategies LLC, Lucy spent seven years at Publicis, whereshe co-directed public relations in the agency’s New York headquarters, managing the PRstaff and overseeing all PR clients.Lucy has served in many industry leadership roles, including as an officer of the PublicRelations Society of America’s New York Chapter, Women Executives in Communicationsand the organization she helped found, PR Boutiques International. She is a graduate ofConnecticut College in New London, Ct., with a major in government.
  21. 21. Thank you for taking time to learn about us! Lucy Siegel President & CEO Bridge Global Strategies LLC 16 West 36th Street, 10th Fl. New York, NY 10018 Tel: 212-583-1043