BEYOND THE PRESTIGE: THE RELI GERMAN FACTOR
THE
RELI GERMAN FACTOR
Clients of Agents
are often surprised to see the company’s founder, Reli German, personally
attend to their PR requirements. This is not unusual as Reli continues to take
an active role in account management and strategy formulation, and brings
several “unquantifiables” to the table:
·
With
thirty years of experience in the realm of public relations, Reli has built a
reputation as both a pillar and foundation
of Philippine PR.
·
The
name has transcended the man; it has become a brand that encapsulates the Public Relations ideal.
·
Apart
from the quantifiable benefits, association with the name and brand draws
respect from the clients’ target publics.
BEYOND
THE PRESTIGE
Notwithstanding the
factors described above, Agents’ clients have found that there are unique
advantages to having the firm as a strategic partner.
Consider the
following:
- Spanning
four administrations, the company has built an unrivalled network among
government agencies and officials. Lobbying efforts, special invitations,
and other representations are therefore unproblematic. Indeed, the chances
are high that a particular agency, department, elected official, or
cabinet member that a client may need for whatever reason is or has been a
client of Agents.
- The
agency’s Account Managers and writers undergo intensive training in a
methodology known as “I.D.E.A.L. PR” which stands for “Insight,
Definition, Experience, Activation, and Longevity”. This goes beyond what
clients normally expect and get from their agencies—a scattered array of press
or photo releases, or occasional write-ups in publications.
- Agents
believes that it is not proper PR until the campaign follows the
guidelines and objectives outlined in I.D.E.A.L. While other companies creates
noise for its clients, Agents communicates.
Perhaps most evident
is the fact that Agents may be the only PR company in the Philippines that
regularly taps opinion writers and
commentators to help execute a PR plan. Al Reis, the well-respected
“international PR guru” says that the PR value generated by a column is “ten
times what you get from a feature”. In the Philippines, the figure may be
closer to 20.
- The
value of a columnist or commentator explicitly endorsing a company,
service, or advocacy is so dramatic that there are some companies who are
satisfied with this aspect alone. Everything else is considered a bonus.
- In
times of crisis, Agents is simultaneously the voice of reason, a source of
lateral thinking, and an imposing deterrent against existing and potential
threats. More than managing a
situation, the company provides a full HTO (How-to-Overcome) strategy.
Considering the diversity and severity of the predicaments we have handled
– Senate inquiries, food contamination, medical malpractice, labor issues,
product recalls, etc. – there is very little that surprises or fazes
us.