A New Approach to Communications and PR
Thoughtful, coordinated communications and public relations strategies are not only valuable tools for successful businesses, but also have become integral parts of many of today’s sophisticated, comprehensive public affairs campaigns. Yoswein New York’s expertise has helped a diverse range of companies and organizations – from labor unions and not-for-profits to national corporations – achieve their communications and public affairs goals.
At the core of YNY’s success is the belief that effective communications strategies and public relations initiatives need to support a client’s larger goals, serving as a means to an end and not simply as “an end” themselves. Too often, today’s public relations professionals quantify their success in terms of numbers of placements or volume of press releases distributed, rather than focusing on the key question: Did your P.R. efforts help to achieve the client’s ultimate goal? Sometimes a single, well-timed newspaper article or one targeted op-ed piece in the right media outlet can be much more effective than a series of uncoordinated press hits or a large scale “throw it against the wall and see what sticks” strategy.
This ability to develop effective, coordinated communications strategies is what sets YNY apart from other “old school” public affairs firms. By supporting “traditional” government affairs and lobbying activities (meetings/briefings with elected officials, legislative initiatives, etc.) with comprehensive public relations services (media events and press conferences, placement of targeted feature stories and op-eds, etc.), we have been able to successfully create complex public affairs campaigns that include facets of both. In this increasingly media-driven public policy environment, the ability to direct and manage messages in the media is a critically important skill.
Targeted Strategies to Raise Awareness
The Standardbred Owners Association of New York represents the interests of horsemen at Yonkers Raceway, as well as serving as one of the primary public voices on behalf of the harness racing industry across New York State. Along with providing issues-based lobbying services for the SOA in Albany, YNY was also engaged to help the organization raise awareness (both among the general public and legislators) about issues facing the industry.
YNY has utilized various media strategies and tactics on the SOA’s behalf, including:
- Targeted op-ed pieces for SOA President Joe Faraldo that have been published in newspapers across New York State, including the Albany Times Union, Binghamton Sun, and Middletown Record and The Saratogian
- Issues-based advertising in publications such as the Legislative Gazette and The Capitol
- Press releases and media events, such as a protest demonstration at Yonkers Raceway that generated both print and electronic media coverage
As a result of these efforts, the SOA has become a “go-to” source for both the media and legislators on harness racing issues and has had significant success with its legislative agenda in New York.