Thinking Comes Before Action; Strategy Comes Before Execution

There is no menu.

As noted elsewhere, I can provide the most value when there is a close relationship between my client and me.  When that happens, my scope of work becomes very wide:   I am often asked to be a sounding board for ideas, to help think-through a problem from the perspective of what various solutions would mean to the communications strategy, to oversee the execution of a campaign, to craft a critical message – basically to play a critical role in how an organization tells its story, leveraging my five decades working in the C-suite reporting to an organization’s most senior executives.


There are certain critical steps in developing a communications strategy.

For example, the client needs to have a few (maybe 3-5) clearly articulated and intuitively understandable key messages meant to help the organization achieve a certain position with their stakeholders.  Often, that structured approach to messaging is lacking.  In those cases, I help the client resolve that need.  Similarly, there may be a need for an investor presentation, or an advocacy campaign, web site, traditional and online grassroots communications, etc.  I can lead and often oversee the execution of such efforts. When additional services are necessary, I often work with the client’s existing resources (whether other retained firms or in-house capabilities) or I can recruit the right team, using my extensive and global network of people with great experiences and skills.


What about clients located outside the Greater Washington area where I live?

I’ve noted that it is critically important to build a close relationship with a client. But with the advent of new communications tools, meetings either large or one-on-one need not always be in person. I do encourage that we schedule an extended and candid chat early in our relationship, but distance should not be an obstacle to building a very successful effort even if most of our relationship is by phone, email, Skype, other web-based solutions, etc.


I work on either a short-term project basis or an ongoing basis without a specified end.

But in no case will a relationship continue simply because it is contractually mandated.

Beating a budget and calendar is a great achievement. Beating expectations is greater.

In a communications program, the best way to beat expectations is to assemble a great team and then both motivate and supervise them in a way that gets them performing at peak capabilities. That’s why I think one of my greatest assets is coalescing people, energizing them,and encouraging them to do their best work ever — for the client, yes; but ultimately, they do their best work for their own (and their team’s) pride.






The Doug Poretz Blog