Management Advisories:

Finding, evaluating and directing the appropriate resources
in marketing and public relations

We help you make an informed decision - we probe for, and effectively diagnose, what you need to get the job done - one of the comments we hear most frequently is: "No one ever asked me that question before". Think of us as a highly-experienced professional who is available on an as-needed basis.

Why would I want this?

If the amount at stake or the effort involved is anything more than trivial - our advisories help you avoid obvious missteps. We also add another perspective to evaluating your situation. If the effort you are looking at is not right for you (for whatever reason) - we'll tell you that - if it needs more work or the strategy needs to be evolved - we'll tell you that, too. If you're on-target - we can determine that pretty quickly. It's no different than having lawyer (or other professional) advise you in matters where you don't want either surprises or disappointments - due to unfamiliarity with the terrain.

Depending on your requests - it could be as straightforward as telephone advisories though to a detailed, executable blueprint. These can be provided stepwise (one at a time) or in a package - it's entirely up to you.

Is this a come-on?

Our consulting advisories are not precursors to pitching you - in our consulting advisories we prefer to remain on-call advisors rather than to get involved in day-to-day execution - although we know the capabilities and process required for that execution to be successful. We've done it before.

Only to the extent of determining if the capabilities are what they are represented to be, and if we think the candidate's experience and approach will get you the results you want. Most recruiters really can't do that (they haven't actually done the marketing or public relations taks - just ask them) - they assume the resume is accurate and depend on references for validation, and primarily look for the personality ‘fit' with the organization - which is important, but only one aspect of the candidate's success. We don't do the actual search or recruiting (there are others who can help you with that) - but can help you assess the skill set you will need and the capabilities of the short-list candidates that cross your transom. By the way - the cost of a hiring mistake is estimated at one-and-a-half the annual salary.

What are some typical problems or challenges?

• You want to hire a PR/MarComm/Marketing manager or staffer and are looking at a stack of resumes.( A typical ad will generate 140 resumes.) Which one has the appropriate skills for what you need to have done, at this point in time? How would you know? What are (should be) your metrics?
• You want to build your own program. The ‘self-help' management articles and seminars all seem to say different things. What will work (or not work) for your company or organization? How can you tell? How do you build a plan that's right for you?
• You are planning to be ‘pitched' by some PR agencies. How do you develop a short list of agency candidates (routinely done in advertising) for your specific needs? How do you spot a mismatch? How do you establish ‘level playing field' so you compare apples to apples? How do you evaluate the pitches? What is fluff and what is real? Are they advocating what you really need at this stage, or just what they happen to sell - to everyone - ‘one size fits all'? How would you know?
• Is your program really working? How would you know? Does it just need a new strategy or direction, or require new capabilities?