Capabilities
Strategic Approach
BAA has never been an advocate of “public relations for public relations’ sake.” We strongly believe that all public relations and communication activities should be conceived and implemented within a clear, strategic framework.We also understand that business goals are not a fixed point for most companies, but are a moving target. We therefore pay a great deal of attention to a public relations/communication program’s evolving strategic context.
Messaging
BAA has extensive experience helping clients create and hone marketing, positioning and public affairs messages directed at prospective and current clients, third-party influencers, the media and other constituencies.Media Fact Sheets
Financial services reporters tell us that they rarely pay attention to elaborate media kits, but will look at a concise, electronic overview with high-level information. We help clients to create media fact sheets that convey pertinent facts and messages quickly and clearly.Media Training
BAA works with a client’s authorized spokespeople to ensure that they (a) understand the objectives of the public relations program, (b) know the key messages that the program must communicate, (c) are aware of the pitfalls of dealing with the media, and (d) feel confident in their ability to present positive messages and build strong media relationships.Expert Source Interviews
On an ongoing basis, BAA will introduce authorized spokespeople to appropriate media, with the understanding that these spokespeople are experts in their field and can act as valuable resources to reporters. Our goal is to create a relationship between the reporter and the spokesperson, which results in a stream of insightful quotes, always followed by the name of the spokesperson’s company. These relationships also can result in media exposure in round-up stories.Media Advisories/Pitches
BAA will work closely with a client to develop idea-driven e-mail advisories and media pitches based on the client’s research, market outlook, investment approaches, industry insights, etc. These ideas will be communicated broadly or selectively to appropriate media with the goal of triggering media articles.Corporate Profile Articles
BAA will initiate articles that focus on a company itself -- its people, its structure, and its history. This opportunity must be well thought-out, and sought only at an appropriate time, as circumstances dictate.Bylined Articles
Some trade publications will accept articles written by outside experts, rather than by reporters. These bylined articles can be an effective way for a firm to demonstrate its expertise and insights. Based on a client's input, BAA will assume responsibility for writing the article, and will submit it first to the client for review and then to an appropriate publication.Press Releases
BAA is always available to create timely press releases regarding new appointments, new products, new clients, dividend and capital gains announcements, etc.Newsletters/Market Letters
BAA is prepared to help clients conceive, position and write newsletters, white papers and quarterly or monthly market letters. Experience has shown that even in a cluttered and noisy marketplace, newsletters and white papers are an excellent vehicle to raise a client’s profile and enhance an organization's credibility.Press Briefings
BAA has conceived and implemented numerous press briefings on behalf of clients, including portfolio manager panels, economic outlooks and theme sessions.Roundtables
BAA can help clients host roundtable discussions (with or without an audience), featuring one representative from the client’s organization and other highly-regarded panelists who may include clients, prospective clients, consultants or academics.A member of the financial media can act as a moderator. We have used moderators from BusinessWeek, Forbes, Institutional Investor, Pensions & Investments, InvestmentNews, PLANSPONSOR, Dow Jones, Buyouts, Chronicle of Philanthropy, Trusts & Estates and The Bond Buyer. The roundtable positions the client as an important spokesperson among the other prominent panelists, and results in a highly credible transcript that can be sent to clients, prospective clients, intermediaries and other appropriate recipients.