FIG's Strategic Approach To...

Product launches and relaunches
First, we look at the brand and the category to determine what the shopper already knows (or thinks she knows). We focus on the novel aspects of a product - not piggybacking on an existing trend, but finding the fresh new idea that is sure to catch the public's attention. From health news published in medical journals to trends hitting the school lunchbox, our unique approach to product launches will yield results for your brand, and position your company as a leader worth keeping in the Rolodex.

Program measurement
We measure success in terms of impressions and approximate ad value, but more important, we measure success by the quality of relationships we nurture. For clients, this means that reporters are looking for our news releases. We try to make journalists' jobs easier by understanding their beats and areas of focus.

For many companies, metrics beyond media impressions may be just as critical. We have helped our clients forge relationships with nonprofits, chefs, retailers, employees, industry leaders and one another. At each touch point, FIG helps to define your company through relationship-building, and communications that are consistent with your brand(s).

Special events
Some PR agencies don't do special events. Others do them under duress, and it shows. We love events. Let's say that again: We love events. Our team has experience in retail management, food service, hospitality, logistics, graphic design, weather forecasting and wrangling all manner of people and gear. We will take the project off your hands and fulfill all the needs for a great event from the guest list to the trash cans.

Crisis communications
Clear, competent counsel in a crisis is the most important service FIG offers. Consumer packaged goods companies face immediate and often irreparable damage to their brands when a critical situation is handled improperly. We are the folks you can call at 2 a.m., should a crisis strike. With years of experience in everything from product tampering to FDA recalls, plant fires, consumer smear campaigns, and more, you can trust that should the need arise, we will be a level-headed source for counsel.

Our core values in crisis communication are:

• Find out the truth and then communicate it openly
• Festina lente (make haste slowly)
• Communicate in a human voice, not corporate-speak
• Engage critics and thought leaders in the channels that they use to communicate
• Don't forget other important audiences
• Do thorough homework on any external crisis source so that responses can be crafted strategically
• Develop action plans, key messages and media training in advance so people feel comfortable and prepared when the slings and arrows start flying

Client satisfaction
Another core part of our agency philosophy is to keep our clients deliriously happy with their investment in FIG. One way we ensure satisfaction is to stay keenly focused on the business needs of our clients, both in the day-to-day and by the end of each fiscal year. We know that our success depends not just on our creativity and connections but on how we solve problems and how willing we are to roll up our sleeves and get our hands dirty to ensure that tactics are fully executed. For many of our clients, FIG has served as their satellite marketing firm, especially during times of crisis.