We're not just interested in where a particular industry stands today. We discover where it's headed and how we can help our clients move to the leading edge. We’ve spent years watching technology upend industries by achieving what, previously, was thought to be unachievable. It’s that curiosity and drive to keep pushing into the unknown that spurs our interest in tech — and it’s the still-untapped potential in B2B that gets us excited about that space.
Typical PR firms offer “share of voice” measurements, metrics on the size of the audience reached by results, analysis of traffic on a client’s digital assets, or trackers on the tone of coverage. We don’t believe these metrics represent success in B2B public relations, because they can be used to declare success without really showing whether a firm is effective or not. This gap can lead to PR tactics that are appropriate to consumer brands but counterproductive in B2B environments. Gale Strategies uses an impact-driven approach, with metrics that allow us to display the link between our media results and measurable growth.
We put people first, whether that’s our clients, our partners, or our employees. We strive to be ethically aware and incorporate this identity into all our decision making. We believe that this culture of putting people first serves to create a strong team and enhance our innovative capacities. It’s at the core of our success.
For a company to be differentiated as a true thought leader, the news media first conveys value due to its authority and then for the broad reach of its audience. We ask questions to develop the most appropriate media strategies with this concept in mind. Are media appearances relevant to the select audience the business wishes to reach?
Furthermore, Every PR firm should be able to say how many published results it will achieve per week. They should be able to identify the type of outlets where the results will be published. And the client should agree that each result is germane to the company’s business goals and messaging.
We pursue a quantitative measure which indicates whether a business is successfully owning an idea or category in their space. Thought leadership should mean that a company has articulated what the future of its industry will look like. They have assigned a description or keywords to that future. When an individual searches for that description or keywords in a browser, the company’s content comes back as the top result among competitors. The company owns more space on the first page or organic search results.
We hold regular conversations with executives who meet with the business’ clients and prospects to determine whether media results are supporting the relationship or not. These conversations are incredibly important because they inform the tactics that best animate the company’s messaging and ensure they connect with the right audience in the right way.